Our Experts discuss ways to enhance customer experience and best practices to transform your detractors into promoters.

1. Don’t Let Angry Customers Kill Your
Business
QuestionPro Customer Experience Webinar

2. Joel Aach Mark Salsberry
President, QuestionPro CXLead Consultant, Aach Consulting
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3. Customer Experience Overview
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4. Holistic, 360-degree view of the customer journey
NPS or other rating measurement
Why: Increase loyalty, grow business
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Customer Experience Overview

5. Promoter Amplification Overview
● Customer market for you - WOM
● Instantly referrals from delighted customers
● Track reach and impact
4
90% of online
consumers trust
recommendations
from people they
know. [Nielsen]

6. Detractor Recovery Overview
● What is a Detractor?
● What is Detractor Recovery?
● Why bother?
○ Reduce customer churn
○ Increase loyalty
○ Lower negative WOM
● Who does it?
○ World-class companies, including many QP customers
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7. Understanding Detractors
● All detractors are not created equally
● Leverage open ends
● Prioritize actions based on:
○ Score (0-6)
○ Influencers vs. not (well-known vs. unknown)
○ CLV/LTV - Value Score
● Diagnose what’s really going on before starting recovery
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8. All Detractors Are Not Equal
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9. Word Clouds May Not Be Actionable
High Promoters (10) High Detractors (0)
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10. Activate Open Ends By Understanding
Response Patterns
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11. Prioritization Actions - ‘Rude’ vs. ‘Horrible’
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12. Beware of Blended Scores - Use 90 Day Timing
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13. ROI of Detractor Recovery
112
As many as 89% of
consumers began
doing business with a
competitor following
a poor customer
experience.
[Right Now]
● Cost of acquisition: 3-6x to acquire vs. retain
● Math: CLV/LTV x Saves
$243 x 74 = $17,982

14. Activating the Recovery
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15. Open Loop vs. Closed Loop
● Closed Loop: resolve where issue surfaced
● Open Loop: resolve with customer care team
● Who is ‘responsible’ - who has ownership
○ Recommendation: resolve where there is familiarity
● Location manager
○ Training is paramount - not letting problem walk out the door
● Call center
○ Engagement is paramount - conversing in a meaningful way
● Execs should close the loop too
114

16. Time Sensitivity
● Honor guest’s time; overall rating at beginning
● Shocks and impresses customers
● Real time best - automation (API) vs. manual data loads
● 24 hours maximum
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17. Empathy and Meaningful Conversations
● Empathy: You, in their shoes
● Tonality matters
● Beware the script
● Show you care!
● Emotional part of recovery is often more important than the
functional part
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18. I've learned that people will forget what
you said, people will forget what you did,
but people will never forget how you
made them feel
“
”
Maya Angelou
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19. Ownership and Resolution
● Empowerment fuels ownership
● Don’t deflect or blame, even internally
● The solution is not money, it is memories
● Recovery should be a budgeted line item
● +1 Mentality
● Sometimes it’s best to fire the customer
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20. Best Practices - Detractor Recovery - US Retail
Customer Service 53%
Compensation 37%
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21. QuestionPro CX: Detractor Recovery
● Hierarchy according to business
● Automated notifications
● Timed countdown
● Dashboard ticketing interface with resolution
capture
● Automated escalation to next level up
● Joel Aach: Insights Activation & Brand Strategy

22. questionpro.com/cx
@questionpro
cx@questionpro.com
Joel Aach
joel.aach@gmail.com
+1-407-808-8171
Mark Salsberry
mark.salsberry@questionpro.com
+1-720-425-1247