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FROM DISSATISFIED TO EVANGELIST: How to Measure and Manage Your Clients’ Satisfaction © Copyright 2015, Nex.to LLC, All Rights Reserved.
AGENDA Client Feedback: Why is it important? What are the biggest obstacles? How can using one question improve your efforts? Where can you use your response data to improve?
CUSTOMER SERVICE IS IMPORTANT. BUT HOW IMPORTANT?
REALLY IMPORTANT: In a Customer Experience Impact Report from 2010, 85% of respondents said they would pay up to 25% more to ensure a superior customer service experience. 55% said they would recommend a company because of outstanding service, over product or price.
SO HOW DO YOU KNOW IF YOU’RE PROVIDING EXCELLENT CLIENT SERVICE? YOU HAVE TO ASK.
The Harvard Business Review recently found that the simple act of asking a client for his or her feedback has a positive impact on satisfaction. It also makes that client more loyal and profitable over time.
BUT... For every customer who complains, there are 26 who had a bad experience but don’t say anything. (White House Department of Consumer Affairs) That’s 26 people who didn’t have the opportunity to give their feedback.
The most important feedback comes from your clients who are somewhere in the middle. They’re a better representation of reality. So, the more responses you get from them, the better insight you’ll have into your service delivery.
ASKING FOR FEEDBACK IS JUST THE FIRST STEP. THE REAL CHALLENGE IS DOING IT IN A WAY THAT MOTIVATES PEOPLE TO RESPOND. If your survey response rates are low, say 1 to 5 percent, it means you’re only hearing from clients who have had either really great or very bad experiences.
WHAT ARE 4 COMMON REASONS A PERSON WON’T RESPOND TO A REQUEST FOR FEEDBACK? ›› The survey is too long. ›› The form is too complicated or not accessible (e.g. not optimized for mobile) ›› The request for feedback comes too late. ›› The problem has already been solved. AND LET’S NOT FORGET ABOUT…
“ According to the National Center for Biotechnology Information, at the U.S. National Library of Medicine, the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013. This is one second less than the attention span of a goldfish. ” Michael Brenner, B2B Marketing Insider
LET’S HAVE A LOOK AT CONNECTWISE’S OWN SUPPORT SURVEY.
THE ISSUES WITH THIS SURVEY: 1 · Visually convoluted 2 · Requires an answer in all fields 3 · Too many questions How many of you routinely answer ConnectWise’s support surveys?
THERE IS A VERY SIMPLE WAY TO GET A LARGE AMOUNT OF FAST, HONEST FEEDBACK FROM YOUR CLIENTS:
BENEFITS OF A ONE QUESTION SURVEY: ›› Easy for your clients to answer ›› Increases response rates ›› Allows you to focus on one thing ›› Gives you actionable results Ask the one question that matters most to your business, and make it count.
OTHER EXAMPLES AND CASE STUDIES “ Short, simple customer surveys can lead to response rates of 50 percent or more, which is considerably higher than the 0.5 to 2 percent response rates many organizations get from client surveys. ” FORBES
FOR EXAMPLE, DELTA AIRLINES ASKS: “ Based on your interaction, how likely would you be to hire our agent as a customer service representative for your business? ” KAYAKO You answer on a scale of 1 to 5. Because really, that says it all.
BRANDS ACROSS GLOBE ARE USING THE ONE QUESTION APPROACH:
A 2012 study that analyzed how respondents processed and responded to satisfaction questions with and without smiley face visual aids found those who had the smiley faces completed the question faster than those who didn’t. (The American Association for Public Opinion Research) Plus, they’re fun.
NARROWING YOUR SURVEY DOWN TO ONE QUESTION IS JUST THE FIRST STEP. THERE’S STILL A LOT YOU CAN DO TO SIMPLIFY IT: 1- Use a form that is uncluttered and easy to read. 2- Do not make any fields compulsory. 3- Include only necessary text that is clear and concise.
NARROWING YOUR SURVEY DOWN TO ONE QUESTION IS JUST THE FIRST STEP. THERE’S STILL A LOT YOU CAN DO TO SIMPLIFY IT: 4- Make it compatible with mobile devices. 5- Ask only for information you don’t already know. 6- Send/display it using a familiar source or name. (Business 2 Community)
AND DON’T FORGET THAT VISUAL AIDS CAN HELP PEOPLE ANSWER QUESTIONS FASTER.
5 THINGS YOU SHOULD DO WITH CLIENT SATISFACTION DATA: ›› Direct negative responses to somebody for immediate follow up. ›› Organize and analyze your data to spot trends and areas that can be improved. ›› Create a system for sharing client feedback with service engineers to boost moral and provide helpful feedback.
›› Turn positive comments into testimonials for your website and marketing materials. ›› Share the results with your prospects and clients to demonstrate your value.
LET’S REVIEW: SIMPLY ASKING A CLIENT FOR FEEDBACK… ›› Has a positive impact on client satisfaction ›› Creates more loyal and profitable clients over time ›› Provides measurable data that allows you to improve
Your clients are busy. So keep it simple and straightforward. Track and analyze the data you get. And don’t forget to follow up.
SO, HOW DID I DO ON THIS PRESENTATION?
BRAD BENNER FOUNDER NEX.TO BRADB@NEX.TO +1 646 401 0024