So you’ve collected feedback and understood insights… now what?
To effectively turn insight into action requires tools and capabilities that can identify solutions to specific problems and engage employees to continually drive the change. Many organisations don’t invest in the processes to turn feedback into actionable insights. And while it might be enabled by technology, delivering a differentiated customer experience requires leadership to connect technology, people and processes.
To support the action of customer feedback and develop a company-wide continuous improvement program, many organisations turn to a fit-for-purpose Voice-of-the-Customer (VoC) solution – like CentraCX VoC.
CentraCX VoC utilises customer feedback to drive action at three distinct levels:
- Complaint Management: turning customers at risk of leaving or entering the complaints management process into promoters, by rectifying their specific service issues.
- Employee Improvement: using customer feedback to support change and improvement, by the frontline team members that support your customers.
- Organisational Improvement: identifying specific process and product issues that drive negative customer sentiment. Using customer feedback to assess the degree of impact, and supporting resolution prioritisation.
CentraCX VoC delivers a machine learning-based workflow engine, that ensures relevant customer complaints are escalated to appropriate teams and management.
As a customer complete surveys and feedback is received, Tribal Analytics analyses the feedback together with the contextual meta-data. Frontline team member perspectives are sought to further contextualise the feedback. At each stage, machine learning analyses the data and appropriate rules are triggered.
When action with the customer or internal teams is required, flexible integration with CRM and line of business systems, creates tasks or activities in the CRM that distribute the actions.
Drive individual improvement by engaging frontline team members in self-reflection and review. The Tribal Analytics process delivers customer feedback to frontline team members in real-time, allowing them to contextualise the customer feedback, and reflect on their individual improvement opportunities.
Team leaders coach their team members by gathering feedback examples, charts and commentary, in notebooks shared with their team members. Providing a place for regular collaboration, space for regular coaching the team members, and team leaders reflections are captured for use in the regular performance management process.
Turn customer feedback into performance-enhancing competition through gamification. Award badges and rewards on the basis of team members meeting performance hurdles. Share recognition, both with team members individually and with their teams. Motivate improvement competition between individuals, teams and business units with comparison charts at all levels of the business.
Team leaders gather charts, customer feedback and Tribal Analytics commentary in notebooks that are shared with individuals or their teams. Exemplifying what ‘good looks like’ or demonstrating common pitfalls. Share customer feedback and Tribal Analytics commentary in real-time, responding to events and disruptions that affect the operation of the frontline teams.
CentraCX VOC enables the identification and prioritisation of process and product issues that affect the customer experience.
Every element of customer feedback is associated with the customer, product or process context. Identifying the common customer issues associated with a particular context such as a product not only provides actionable insights but creates a clear business value for the resolution of the underlying problem.
Associating customer experience impacts with specific improvement opportunities is a critical step in prioritising initiatives, and successfully finding the funding to resolve them.
Organisational improvement regularly requires individuals and teams from across the business to collaborate. CentraCX Tribal Analytics enables cross-functional collaboration.
From frontline team members to product managers, everyone can see the customer feedback that is relevant to them and comment on it.
As improvements are made and customer-impacting issues are resolved, all stakeholders are aware of the steps the business has taken to help customers.
Find out how CentraCX VoC can improve your customer experience improvement program
CentraCX VOC is a comprehensive, SaaS-based voice of the customer platform. With CentraCX VoC we work with your business to:
- collect customer feedback across multiple channels;
- understand feedback through rich dashboards and create actionable insights; and
- engage your teams by giving them a voice in the feedback in the process.
The unique Tribal Analytics process in CentraCX VoC builds on existing technology and creates a platform that delivers employee feedback into the mix for an end-to-end system for continual improvement.
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