listen, act and build loyalty: best practices for outbound survey programs

Listen, Act and Build Loyalty:Best Practices for Outbound Survey Programs

3 Confidential and Proprietary

• LISTEN: Outbound surveys are vital for companies seeking to improve customer experience and loyalty

• ACT: Quickly close the loop to prevent churn and win back frustrated customers (demo)

• BUILD LOYALTY: Tips for evolving beyond simply collecting feedback to using key insights for making meaningful business improvements

What You’ll Learn Today


Which channels are you using today to send customer surveys? (select all that apply)

q Email with link to webq Direct Mail or Writtenq Phone (Live)q Phone (IVR)q Text (SMS or MMS)q Websiteq Otherq Not sending surveys today

Poll Question #1


Survey Types Throughout the Customer Journey

Measures experience following a specific event

Measures experience periodically over customer lifetime

Measures milestones customers go through during their journeys

Relationship

Transactional

Touch Point


Net Promoter Score (NPS)• Measures overall customer experience• Pair 0-‐10 numerical rating with open-‐ended feedback to enable actionable analytics

• Improving NPS scores are correlated with revenue growth

Customer Effort Score (CES)• Reflects level of effort for customers to do business with you or get problem solved

• Extremely strong predictor of future customer loyalty

Customer Satisfaction (CSAT)• Reflects overall opinion of a consumer’s satisfaction with a product, service or brand

• Perceived quality, reliability, and/or needs fulfilled

Manage Metrics that Matter

Please explain why you gave this rating:

How likely are you to recommend us to a friend/colleague?


No One Question to Rule Them All...


Capture and use customer channel preferences to increase survey response rates

Use Multiple Channels to Increase Response Rates

• Interactive SMS

• Text-‐to-‐Mobile Web

• Automated Voice/IVR

• Email-‐to-‐Web

• Smartphone App



Use Multiple Channels To Increase Response Rates

• Interactive SMS




• Smartphone App

GALAXYRouters

Ratings are everything to us.

Your total satisfaction is how we measure oursuccess, so we take your feedback seriously and do everything we can to improve your experience.

Please rate Galaxy Routers with 1 being “Notat all Likely” and 5 being “Very Likely”.

Q1/5: How likely are you to recommend Galaxy Routers to others?




• Interactive SMS




• Smartphone App


Feed responses into:• Salesforce / CRM System• Agent Desktop• Marketing Automation Software• Visual Dashboards for Executives

Feedback Should Be Accessible and Actionable


Sending Surveys is Only Half the Battle


Consumers should not feel their feedback is going into a black hole.

Arm your employees, the marketing department, and contact center agents with the information they need to “close the loop” in a timely fashion.

Create different post-‐survey strategies for Detractors, Passives, and Promoters.

Follow-‐up could be automated or manual.

Close the Loop

PROMOTERS:• Request opt-‐in • Offer upgraded services• Trial of new offerings• Tell-‐a-‐friend campaigns• VIP club invitations

DETRACTORS:• Agent callback• Email or SMS with offer• Focus on resolving specific

issue to win back and reduce churn


Surveys: The Enabler for Change

Understanding the voice of the customer is critical to making organizational change.

However, very few companies actually do anything with the information gathered and do not improve the customer experience with the lessons learned.

Source: GCEM -‐ Creating Effective Customer Experience

0%

25%

50%

75%

100%

Collect Feedback

Effectively Communicate

Use Insights Improve Process

Measure Results & Refine

95%

50%

30%

10%5%


Make the survey feedback actionable across the organizationfrom the C-‐Suite to the frontline

Inform, Analyze and Improve


The Challenge of ChangeCo

mplexity

Maturity

Capture Feedback

Identify Change Areas

Staff Transforma

tion

Culture Shift

Strategic Insights

Growth

Staff FocusCustomer Focus

This is where most companies stop


What components are missing or need the most improvement in your customer survey solutions today? (check all that apply)

q FCC/TCPA complianceq Multiple channels for surveys w/customer preferencesq Real-‐time feedback to the organizationq Results that impact bottom lineq Timely follow up with unhappy customersq Understanding the “voice of the customer”q Other

Poll Question #3


Case Study: Retail/Healthcare

National Vision Sees Greater Survey Responses with Genesys

“After researching several customer experience and contact center providers, we found that Genesys offered all the features we needed at a price point that met our needs.”

Challenge• Analyze customer service performance at more

than 500 retail locations

Solution• Genesys proactive survey using Interactive

Voice Response (IVR)• Recorded feedback to open-‐ended questions

automatically transcribed and appended in CRM database for easy analysis

Results• Increased outbound surveys to 13,000 per

week through automation • Achieved consistent completion rate of 14%• “Substantial” cost advantages

Outbound IVR


Case Study: Telco

Tier 1 U.S. Mobile Carrier Deploys NPS Surveys to Reduce Churn

Calling Detractors resulted in $10 million of churn

benefits per year

Challenge• Identify detractors, improve satisfaction and

mitigate churn

Solution• Genesys cross-‐channel survey program with

timely closed-‐loop voice follow-‐up• Interactive SMS survey sent to 1.5 million

customers each month

Results• 21% survey response rate • 97% of responses are within 24 hours• Agents speak with 55% of Detractors• $10 million in revenue savings per year based

on churn reductionDialerText


• Survey types• Channel preferences

•Metrics

Capture Feedback

• Front line• C-‐Suite• KPI dashboards

Effectively Communicate • Different

strategies for Promoters & Detractors

• Ability to act

Close the Loop

• Customer interactions

• Staff, process & technology

Use Insights to Improve • Compare to

benchmarks• Continuous improvements

Measure Results and Refine

Develop a Roadmap to Effective Use of Surveys


Why Genesys for Outbound Customer Surveys

Maximize responses by sending surveys over multiple channels and using customer preferences

Engagement platform with agent routing for immediate follow up

Ability to score and segment results and provide analytics for actionable insights

Integration with Salesforce

Proven results across many industries

listen, act and build loyalty: best practices for outbound survey programs

Technology