Customer Feedback: Why Collect & Act Is Not Good Enough
The key to successful customer feedback is collect and act: gather feedback and act on its findings to improve the customer experience and thus business performance. Correct?
Why your feedback program is not good enough
No, that’s good, but not good enough. If your feedback programme is focused on collect and act you are missing something compared with the really smart companies. That something is integrating feedback into the whole customer experience flow and, more importantly, your CRM system. Let me explain.
Standalone feedback applications, and that is the majority of them out there, provide everything you need to collect feedback across multiple channels, distribute role-relevant reporting and provide action management tools that allow you to create and track actions to follow up on low feedback scores. A comprehensive, single application dedicated to managing the whole feedback process. What could be wrong with that?
A lot. The whole premise of a standalone application for measuring and improving customer experience, separate from the core system used for managing customer relationships is fundamentally flawed.
Standalone feedback applications present a number of problems, costs, and lost opportunities:
- The complexity, time and cost of building and importing survey participation lists and sending out survey invitations and reminders.
- The difficulty of maintaining consistency of opt-in and survey toxicity rules across multiple systems with the associated (high) risk of inconsistencies.
- The costs, training and adoption issues associated with yet another software system.
- The challenges of having customer interactions in multiple systems making it impossible for agents talking to customers to see a complete view of the customer they are communicating with.
- The failure to generate more significant customer insights available from a true, single view of the customer.
- The lost opportunity of turning feedback into up-sell and advocacy opportunities because feedback is isolated from other customer data.
- A sub-optimal approach to personalisation (e.g. would you send the same messages or make the same offer to very satisfied and very dissatisfied customers)?
- The manual work of moving key feedback results from the feedback app to CRM.
The sales pitch
Clicktools is different. We built our feedback software with CRM integration built in, not as a bolt-on. We did this because we believe that feedback is just one part of the customer relationship management process and has to be embedded into that process and the associated CRM system.
We did this knowing that a standalone application could drive greater revenues by making everyone who had any involvement in feedback buy a license. Or that making the integration the most comprehensive and easy to use (its all point and click – no coding) would remove the need for service fees to build and maintain an API-based integration.
Our approach is to help you leverage to the maximum your investment in CRM, knowing that in addition to saving money, you get better customer relationships. We know the value of feedback as an integral part of a single customer view and how to help you achieve and exploit it.
So before you go down the collect and act route, talk to Clicktools about the advantages of collect, centralize, and act.