One of the key roles researchers play in both consumer and B2B marketing research is that of advocate for the voice of the customer. We fulfill this role with both quantitative and qualitative data collection, including social media analysis. Given that the pace of information is increasing what can we do to stay on top of the situation?
Online survey technology platforms, such as Cvent, provide the user near real-time data collection. One of the tools we have at our disposal is the triggered response. This technique allows for an email to be sent directly to a designated individual should a survey participant select a particular response. This sets in motion a follow up response by the appropriate sales or customer service representative. For example, if a customer rates their experience with your company as less than adequate then the trigger sends their sales person, or the customer service manager an email containing the necessary contact information for the respondent. The designated person can then follow up with an appropriate measure.
Why is this important? The customer satisfaction literature tells us that a prompt, and sincere, response to a problem situation can go far in retaining customers and minimizing negative impacts to the brand. This is critical in today’s world of customer reviews and social media, where a negative message can spread virally in a matter of minutes. The image below shows an 11-point satisfaction scale with the ‘Add Alert’ button highlighted. By selecting the Add Alert, the survey author can specify the values that trigger an alert and the recipient of the message. Keep in mind that alerts can be sent for both negative and positive responses. The latter can lead to beneficial word of mouth.
Acknowledging a consumer’s sentiment has both immediate and longer-term impact to the brand and the overall level of customer satisfaction. This is how company’s win in slow-growth economies.
Did you know: Alerts are a must have for nearly half of best-in-class organizations, according to Aberdeens's Customer Feedback Management: Leveraging Voice of the Customer to Amplify Business Results. Alerts are method these organizations leverage to average a 21.3% year-over-year improvement (decrease) in resposne time to customer inquiries and an 87% customer retention rate. You can read more about the strategies and tools these organizations are using by downloading the Customer Feedback Management report.