Blog Post:Companies are continually looking for ways to improve the customer experience they provide and to put their customers at the heart of everything they do. A popular strategy to help achieve this is to listen to the Voice of the Customer, by asking for feedback on their experience. However, to get the best results from a Voice of the Customer program, companies need to make sure they ask the right question, at the right time, in a way that is relevant to the context of the user interaction.  They also need to ensure that they can apply the customer’s feedback to actually drive improvement in the customer experience - i.e. to make the customer feedback actionable. For the last 12 months I have been working with one of the worlds leading telecoms companies on their voice of the customer strategy. The following article looks at the challenges we faced in this program, and how we addressed them. Challenge 1: Asking the right question. We have all seen lengthy web surveys where there is always one more question to answer. However, go too far in the other direction, asking only very generic questions, and the response will lack focus. To ensure we only present short surveys that are not too much trouble for the customer to bother responding to, we made use of Net Promoter Score, a methodology that boils all the questions you may want to ask into 2 simple questions – a score and a free text response. Net Promoter Score - 2 simple questions By combining the response to these questions with other information about the customer – what they were doing before and after survey, why they were sent the survey and other data such as CRM or sales information, we can associate their response with where they are in the user journey. This allows us to understand their response in the context of their most recent interaction with the company – the customer TouchPoint. Challenge 2: How to collect feedback consistently across the customer journey. So different responses can be compared, we needed to standardize the way in which customer feedback to collected, processed and analyzed. By using the same survey questions (NPS questions) across all channel and all stages in the user journey, we can ensure results at different stages in the customer journey or on different channels can be compared. This allows us to answer questions like which service channel delivers the highest level of customer satisfaction (web self service, call centre, social, face 2 face etc. )? Why do people prefer that channel? What about multi-channel experiences? However, the method of collecting the customer responses also needs to be standardized to ensure they are comparable. In this case we used a combination of web and SMS based surveys, both asking NPS survey questions with exactly the same wording. By using near real time (within 30 minutes) triggers to initiate presentation of the survey, response rates were dramatically increased. By using automated survey triggers, volumes could be scaled far higher than traditional “clipboard” or call centre customer surveys. Challenge 3: Sorting, categorizing and attributing the drivers for positive and negative experiences.  Once we had the foundations in place – what we were going to ask and how we were going to ask it - we needed to look at how we would process the responses. Here, we worked closely with the Adobe Partner, Clarabridge. By using Clarabridge’s Natural Language Processing (NLP) capability, we were able to process each survey response to: Challenge 4: Getting a complete picture. Through the combination of robust, scalable survey collection; automated processing and categorization of the responses using Clarabridge; and matching survey responses with other sources of customer data (e.g. web and mobile behavioural data from Adobe Analytics, social data from tools such as Adobe Social and other sources of data such as the CRM system, Point of Sale data and IVR/call centre records); we can provide a complete picture of the user's segment, actions and feelings as they moved through the customer journey. This data, that combines qualitative voice of the customer feedback with quantitative data about actions taken, allows us to visualize any trends in the customer experience, to quickly highlight any problems in real time, and apply business rules to the result to identify individual pieces of customer feedback that needed reply or follow up. As the processing of the free text "why" responses in Clarabridge provides quantitative data as the output (sentiment, NPS drivers, business category) this data can easily be combined with other sources of data (the NPS score, customer journey stage, customer actions, demographic, geographic and contract data etc.) to give a complete data set for deeper analysis. Together these sources of data provide both a macro view of the “big issues” or common trends, and a microscopic view of individual customer problems or challenges. Challenge 5: Closing the loop with the customer. The final piece of the puzzle was how to use this Voice of the Customer feedback to actually improve the customer experience and to guide business change. Using business rules that look for combinations of certain customer types, comments, driver categories and/or NPS scores, we can mark certain survey responses as needing follow up. The follow up action can then be managed using a light weight dashboard UI provided to NPS task forces, or the data about the feedback and required follow up action can be fed into a CRM or workflow tool.   [caption id="attachment_1008" align="alignnone" width="300"]Closed Loop Net Promoter Score Management Closed Loop Net Promoter Score Management[/caption] The solution put in place for this customer to address these challenges, the TouchPoint Solution, consists of 3 functional parts: The TouchPoint Solution The following is an example of the closed loop dashboard: Closed Loop NPS Dashboard In summary the TouchPoint solution helps: If you’re interested in developing a similar strategy for your company, please get in touch with me. Author: Date Created:24 July 2013 Date Published: Headline:Using Net Promoter Score to help improve customer experience Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/07/52.png

Com­pa­nies are con­tin­u­ally look­ing for ways to improve the cus­tomer expe­ri­ence they pro­vide and to put their cus­tomers at the heart of every­thing they do. A pop­u­lar strat­egy to help achieve this is to lis­ten to the Voice of the Cus­tomer, by ask­ing for feed­back on their experience.

How­ever, to get the best results from a Voice of the Cus­tomer pro­gram, com­pa­nies need to make sure they ask the right ques­tion, at the right time, in a way that is rel­e­vant to the con­text of the user inter­ac­tion.  They also need to ensure that they can apply the customer’s feed­back to actu­ally drive improve­ment in the cus­tomer expe­ri­ence — i.e. to make the cus­tomer feed­back action­able.

For the last 12 months I have been work­ing with one of the worlds lead­ing tele­coms com­pa­nies on their voice of the cus­tomer strat­egy. The fol­low­ing arti­cle looks at the chal­lenges we faced in this pro­gram, and how we addressed them.

Chal­lenge 1: Ask­ing the right ques­tion. We have all seen lengthy web sur­veys where there is always one more ques­tion to answer. How­ever, go too far in the other direc­tion, ask­ing only very generic ques­tions, and the response will lack focus.

To ensure we only present short sur­veys that are not too much trou­ble for the cus­tomer to bother respond­ing to, we made use of Net Pro­moter Score, a method­ol­ogy that boils all the ques­tions you may want to ask into 2 sim­ple ques­tions – a score and a free text response.

Net Promoter Score - 2 simple questions

By com­bin­ing the response to these ques­tions with other infor­ma­tion about the cus­tomer – what they were doing before and after sur­vey, why they were sent the sur­vey and other data such as CRM or sales infor­ma­tion, we can asso­ciate their response with where they are in the user jour­ney. This allows us to under­stand their response in the con­text of their most recent inter­ac­tion with the com­pany – the cus­tomer TouchPoint.

Chal­lenge 2: How to col­lect feed­back con­sis­tently across the cus­tomer jour­ney. So dif­fer­ent responses can be com­pared, we needed to stan­dard­ize the way in which cus­tomer feed­back to col­lected, processed and ana­lyzed. By using the same sur­vey ques­tions (NPS ques­tions) across all chan­nel and all stages in the user jour­ney, we can ensure results at dif­fer­ent stages in the cus­tomer jour­ney or on dif­fer­ent chan­nels can be compared.

This allows us to answer ques­tions like which ser­vice chan­nel deliv­ers the high­est level of cus­tomer sat­is­fac­tion (web self ser­vice, call cen­tre, social, face 2 face etc. )? Why do peo­ple pre­fer that chan­nel? What about multi-channel experiences?

How­ever, the method of col­lect­ing the cus­tomer responses also needs to be stan­dard­ized to ensure they are com­pa­ra­ble. In this case we used a com­bi­na­tion of web and SMS based sur­veys, both ask­ing NPS sur­vey ques­tions with exactly the same word­ing. By using near real time (within 30 min­utes) trig­gers to ini­ti­ate pre­sen­ta­tion of the sur­vey, response rates were dra­mat­i­cally increased. By using auto­mated sur­vey trig­gers, vol­umes could be scaled far higher than tra­di­tional “clip­board” or call cen­tre cus­tomer surveys.

Chal­lenge 3: Sort­ing, cat­e­go­riz­ing and attribut­ing the dri­vers for pos­i­tive and neg­a­tive expe­ri­ences.  Once we had the foun­da­tions in place – what we were going to ask and how we were going to ask it — we needed to look at how we would process the responses. Here, we worked closely with the Adobe Part­ner, Clarabridge.

By using Clarabridge’s Nat­ural Lan­guage Pro­cess­ing (NLP) capa­bil­ity, we were able to process each sur­vey response to:

  • Quan­tify pos­i­tive or neg­a­tive sentiment
  • Iden­tify what con­tributed to pos­i­tive or neg­a­tive sen­ti­ment in the feed­back (i.e. the free text or ver­ba­tim response to the “why” NPS ques­tion) — the NPS dri­vers
  • Cat­e­go­rize that response accord­ing to the busi­ness unit or fol­low up action needed to address the dri­ver or cause of that (neg­a­tive) experience.

Chal­lenge 4: Get­ting a com­plete pic­ture. Through the com­bi­na­tion of robust, scal­able sur­vey col­lec­tion; auto­mated pro­cess­ing and cat­e­go­riza­tion of the responses using Clarabridge; and match­ing sur­vey responses with other sources of cus­tomer data (e.g. web and mobile behav­ioural data from Adobe Ana­lyt­ics, social data from tools such as Adobe Social and other sources of data such as the CRM sys­tem, Point of Sale data and IVR/call cen­tre records); we can pro­vide a com­plete pic­ture of the user’s seg­ment, actions and feel­ings as they moved through the cus­tomer journey.

This data, that com­bines qual­i­ta­tive voice of the cus­tomer feed­back with quan­ti­ta­tive data about actions taken, allows us to visu­al­ize any trends in the cus­tomer expe­ri­ence, to quickly high­light any prob­lems in real time, and apply busi­ness rules to the result to iden­tify indi­vid­ual pieces of cus­tomer feed­back that needed reply or fol­low up.

As the pro­cess­ing of the free text “why” responses in Clarabridge pro­vides quan­ti­ta­tive data as the out­put (sen­ti­ment, NPS dri­vers, busi­ness cat­e­gory) this data can eas­ily be com­bined with other sources of data (the NPS score, cus­tomer jour­ney stage, cus­tomer actions, demo­graphic, geo­graphic and con­tract data etc.) to give a com­plete data set for deeper analysis.

Together these sources of data pro­vide both a macro view of the “big issues” or com­mon trends, and a micro­scopic view of indi­vid­ual cus­tomer prob­lems or challenges.

Chal­lenge 5: Clos­ing the loop with the cus­tomer. The final piece of the puz­zle was how to use this Voice of the Cus­tomer feed­back to actu­ally improve the cus­tomer expe­ri­ence and to guide busi­ness change.

Using busi­ness rules that look for com­bi­na­tions of cer­tain cus­tomer types, com­ments, dri­ver cat­e­gories and/or NPS scores, we can mark cer­tain sur­vey responses as need­ing fol­low up. The fol­low up action can then be man­aged using a light weight dash­board UI pro­vided to NPS task forces, or the data about the feed­back and required fol­low up action can be fed into a CRM or work­flow tool.

 

Closed Loop Net Promoter Score Management

Closed Loop Net Pro­moter Score Management

The solu­tion put in place for this cus­tomer to address these chal­lenges, the Touch­Point Solu­tion, con­sists of 3 func­tional parts:

  • Multi-channel sur­veys (based on the Adobe Sur­vey prod­uct) t
  • The inte­gra­tion of behav­ioural data and voice of the cus­tomer data (using Adobe Ana­lyt­ics, Adobe Social and Clarabridge)
  • A set of dash­boards to iden­tify and fol­low up on the causes of cus­tomer dis­sat­is­fac­tion (devel­oped using Adobe Expe­ri­ence Manager).

The TouchPoint Solution

The fol­low­ing is an exam­ple of the closed loop dashboard:

Closed Loop NPS Dashboard

In sum­mary the Touch­Point solu­tion helps:

  • Run multi-channel sur­veys and con­sis­tently mea­sure NPS
    • Reduce the cost of voice of cus­tomer sur­vey collection
    • Sup­port cus­tomer jour­ney opti­mi­sa­tion ini­tia­tives such as call cen­tre deflec­tion and right channeling
    • Mea­sure and com­pare cus­tomer expe­ri­ence across mul­ti­ple channels
    • Scale voice of the cus­tomer pro­grams so all cus­tomers can be sur­veyed as opposed to only a sample
    • Use NPS as a met­ric in a com­pen­sa­tion plan to encour­age teams to focus on deliv­er­ing high lev­els of cus­tomer satisfaction
  • Inte­grate behav­ioural and voice of the cus­tomer data
    • Build a com­plete pic­ture of cus­tomer behav­iour and sen­ti­ment (for analy­sis in Ana­lyt­ics Premium)
    • Analy­sis of NPS feed­back in the con­text of multi-channel data (CRM, ePoS, IVR, online, demo­graphic etc.)
    • Nat­ural lan­guage ana­lyt­ics around NPS ver­ba­tim to rate sen­ti­ment and map feed­back to fol­low up cat­e­gories or root causes
    • Cat­e­gori­sa­tion and sen­ti­ment scor­ing of free text feed­back also turns qual­i­ta­tive feed­back into sta­tis­ti­cal data for sta­tis­ti­cal analysis
  • Iden­tify and fol­low up on the causes of cus­tomer dissatisfaction
    • Work­flow to “close the loop” with cus­tomers – allow­ing com­pa­nies to fol­low up 1:1 with indi­vid­ual cus­tomers who give a low NPS score
    • Dash­boards to mon­i­tor NPS trends by chan­nel and busi­ness hier­ar­chy (dash­boards are mapped to org struc­ture, so execs see a macro view across chan­nels, chan­nel man­agers see data for their chan­nel, team leads see detailed data per employee)
    • Iden­tify dis­sat­is­fied cus­tomers at risk of churn and man­age fol­low up actions
    • Iden­tify the dri­vers behind pos­i­tive and neg­a­tive cus­tomer experiences
    • Guide and focus invest­ment on cus­tomer expe­ri­ence improvement

If you’re inter­ested in devel­op­ing a sim­i­lar strat­egy for your com­pany, please get in touch with me.