Best Practices for Closing the Loop
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Qualtrics' Principal Consultant, Catriona Sheil, takes you through the journey of closing the loop with your customers. She will describe best practices on strategic to operation closed loop feedback, the difference between B2B and B2C closed loop feedback, and more.
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Best Practices for Closing the Loop
- 1. Best Practices for Closing the Loop Catriona Sheil BComm, MBS Principal Consultant, Customer Experience EMEA Qualtrics
- 2. 2 The recording and slides for today’s presentation will be made available on cxweek.com along with other content and webinars from throughout the week Please use the chat window to submit questions throughout the webinar – we will have time designated at the end for Q&A Join the conversation on Twitter by tweeting @Qualtrics using #cxweek Housekeeping ©2015QUALTRICSLLC.
- 3. Catriona Sheil Bcomm, MBS Principal Consultant – Customer Experience EMEA, Qualtrics Catriona Scheil provides expert advice and consultancy to clients in the EMEA region on the design, management, and commercial impact of their Voice of the Customer Programs. Prior to working with Qualtrics, Catriona was Head of Strategic Customer Experience at Vodaphone Ireland. She has over 10 years experience implementing customer experience programs and has held multiple senior marketing roles at a variety of organizations.
- 4. Only the Minority Transform. Why? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Novices Collectors Analysers Collaborators Transformers Source: Temkin 2015
- 5. Success Factors Strong Leadership Vision & Clarity Engagement & Collaboration Metrics & Listening Alignment & Action Patience & Commitment Key Success Factors Action
- 6. CLOSE THE LOOP IS ALL ABOUT ACTION 20 RULE THE
- 7. 3 Dimensions Many (Outer) Strategic Operational B2B B2C One (Inner)
- 8. Strategic to Operational Macro Level Senior Leaders Local Level Functional/Regional Individual Customer or Account Frontline employees, supervisors
- 9. Business to Consumer (B2C) Close the Loop Overview Description How to close Owner(s) Consistent feedback from customers that impacts strategic positioning or direction of client broadly Develop global initiatives to address Ex: Global Program Owner Consistent feedback that is isolated to a particular Function or Country/Region Develop Market initiatives to address Ex Market SPOC Individual Customer Feedback Contact the individual customer and resolve their issue Ex: Ops manager or dedicated team responsible for CTL. 9 Macro Global Local Market Individual Customer
- 10. Close the Loop Overview Description How to close Owner(s) Develop Account Plan Key Account Manager 10 Macro Global Local Market Account Key Contact Individual Client Member Feedback from particular account or individual contact Business to Business
- 12. Inner Loop Examples FEEDBACK RESOLVE or FIX SATISFACTION IMPROVEMENT • Missed Appointment? • Professional? • Broadband Not Working?
- 13. Inner Loop Examples FEEDBACK COACHING NEEDS RESTRUCTURING PERFORMANCE IMPROVEMENT
- 14. Feedback Analyse IssuesRoot Cause Solution Outer Loop Process OUTER Loop
- 16. Reporting - Employee Outer Loop Examples FEEDBACK ISSUE IMPACTING CUSTOMER GROUPS ISSUE RESOLVED
- 17. CLOSE THE LOOP IS ALL ABOUT ACTION 20 RULE THE REMEMBER...
- 18. What to do? When to do it? How to do it? What Else? • Thank them for their feedback • Let them know you take it seriously • Try to understand more • Work out a resolution to their issue or communicate why there is none. • Deliver the Resolution Promptly. • Manage the clients expectations as resolution is being worked through. • Check that client is satisfied with the outcome • Respond Promptly • Respond in as near to real-time as possible • Be Patient • Remain Calm • Don’t take the feedback personally • Use active listening skills • Don’t be defensive or argue back. • Actively sympathise with the client for the inconvenience caused to them • Apologise gracefully • Offer some goodwill gesture to help mend the relationship if appropriate Top Tips for Closing the Loop • Use experienced personnel to deal with these situations • Review trends and categories of individual issues so that you can implement proactive changes to prevent recurrence • If possible track NPS impact and commercial impact of accounts who have had the close loop experience.
- 19. Q&A
- 20. Thank You!
Editor's Notes
- Andrea Peyracchia has a long standing experience in digital experience design and marketing from Procter & Gamble and Hewlett-Packard. He is now a partner of McKinsey & Company and leads McKinsey Digital Labs in EMEA driving large scale digital transformations across multiple industries.
- Closing the Loop is all about taking action on feedback from customers. The action taken is usually documented and tracked to drive accountability and ensure results are realized.
- Presenter: Catriona Goal: - Establish credibility
- Presenter: Catriona Goal: - Establish credibility
- Presenter: Catriona Goal: - Establish credibility
- Healthcare Provider Poor performer - didn’t empathise with the customer when they called in to complain about their cover for a particular health scan. Coached by the team lead on how it should have been handled. Utility Company - through the feedback they identified that some individuals on the team had a strong aptitude for handling billing issues so they were able to restructure their team so that all billing queries were handled by a team who had more aptitude in that area.
- Automobile glass repair and replacement – The Customers were giving low NPS scores They felt the waiting time was too long and the agents didn’t understand or empathise even though calling their emergency support line were very upset and needed much faster speed of answer . Large Private Medical Insurance Provider – On review of their corporate customer feedback found that they weren’t optimally set up to handle HR directors who typically are the decision maker for PMI in their organisation. The HR director had a single point of contact during the sales process but for implementation and set up they were introduced to a number of departments in the insurer and the insurer expected them to know who to contact. They introduced a SPOC for life of the contract to handle set-up and everything throughout the life and achieved a significant increase in NPS. On-line retailer had a fantastic on line experience but customers were not happy with delivery times – so they introduced express delivery option (for a fee) and customer satisfaction increased as well as revenue.
- Closing the Loop is all about taking action on feedback from customers. The action taken is usually documented and tracked to drive accountability and ensure results are realized.