Hervé Cebula, CEO and Founder of MediaTech Solutions, addresses in his article on LesEchos.fr a new vision of Client Feedback Management by corporations. Less, but better. You can read it (in French) by clicking here. You can read the translated article below.
“To understand Client percetion in real time is essential. But to over-solicitate clients is counter-productive.”
To tell the truth, as consumers, we feel overwhelmed by satisfaction surveys… to which we seldom reply, because we do not believe that our responses are taken into account, and we do not see the impact of these surveys on ourselves. So what should companies do to reduce their customers’ feeling of over-solicitation whilst still benefiting, more than ever, from their feedback?
These days, a company without data is like a car deprived of its source of energy; it does not move forward. It is therefore vital; nobody would dispute that. And among all the data that can contribute to improving the performance of a company, the Voice of the Customer is of particular importance. Since it reflects the customer’s perception after an interaction with the brand, the Voice of the Customer gives a true indication of customers’ satisfaction or dissatisfaction, their current and future loyalty, and their propensity to recommend a brand or disparage it … In other words, it is essential! And because real-time has become a key aspect to brand-customer relationships, satisfaction surveys sent immediately after an interaction with the brand have progressed strongly in recent years.
But, to tell the truth, as consumers, we feel overwhelmed by satisfaction surveys … to which we seldom reply, because we do not believe that our responses are taken into account, and we do not see the impact of these surveys for ourselves.
So what should companies do to reduce their customers’ feeling of over-solicitation whilst still benefiting, more than ever, from their feedback?
Without doubt, the first action to be taken is to centralise all satisfaction surveys. Whether in the CRM or on a platform dedicated to Feedback Management, such centralisation will enable the application of customer solicitation management rules. In this way, one can avoid the experience of a customer who, during the same day, was in contact with a company via an interaction on their web site, at a point of sale and with their call-centre, receives three surveys in a few hours…
The second area of improvement lies in the questionnaires themselves; beyond a few key indicators which are essential for comparisons (Satisfaction Score or Net Promoter Score® for example), why ask a lot of closed questions when it is possible to understand customer perceptions using open questions? In the same way, one should take advantage of the technologies of semantic analysis and voice-to-text translation to allow customers to express themselves without constricting them in a straitjacket of questions.
Nevertheless, the most important part of the solution to the problem lies in the analysis and exploitation of the responses provided by the customers.
When one is a big company, with hundreds of thousands, or even millions of customer feedback items to be processed every month, only a recourse to Artificial Intelligence can provide an in-depth analysis of the customers’ responses which allows them to be subsequently exploited. Some solutions integrate an “analytics” module such as one for influence analysis. Such an algorithm allows any user of the solution, including all operational staff in contact with customers, to understand in real-time the explanatory factors behind the evolution of their indicators.
Following this, the company must disseminate the results of these analyses to all operational staff in real-time so that they can make good use of the customer feedback. For example, they can immediately call back customers who have expressed dissatisfaction. Thanks to this “feedback” – the so-called “short loop” – customers perceive, in a tangible manner, that responding to a satisfaction survey can be of benefit to themselves. And from this point a virtuous circle can be set in motion…
Finally, marking a path for future work, the computing power of Artificial Intelligence allows us to understand a customer’s perception without even questioning him! How? By taking two customers with a similar profile and similar or identical experiences, we can deduce the perceptions of one from the feedback of the other … in a probabilistic way.
It is clear from these proposals that companies can benefit even more from their customers’ perceptions to improve themselves by better analysing and exploiting the Voice of the Customer, whilst at the same time mitigating the feeling of over-solicitation that customers often experience today concerning satisfaction surveys.
The approach is within our grasp.
® Net Promoter Score is a registered trademark of Bain & Cie