事实证明,不良或不存在的客户服务的成本比可持续的客户体验管理实践要高。只需查看统计数据:

  • 经过公司的糟糕经历,bob全站app22% of consumersdecreased their spending and 19% completely stopped doing business with a company.
  • Compared to detractors, promoters are4.2Xmore likelyto buy again and 5.6X more likely to forgive a company after a mistake.

听起来令人印象深刻?它对我有。但是尽管有这些数据,只有11%的大公司have strong customer experience programs, and 62% of companies cite inaction on customer experience (CX) metrics as their key problem.

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Indeed, actionability requires a lot of work (add this detailed guide tosetting up customer experience management systemsto your reading list). Very often, it starts with collecting and understanding客户的反馈意见properly. Then, companies can address the issues in the feedback, both individually and company-wide.

Sometimes, companies go to the extreme edges of customer feedback -- they either consider it a subject of highest secrecy, or they simply don’t consider it important enough for more employees’ attention. In both cases, customer feedback is often lost. If you’re already collecting customer feedback or are about to begin, take this rulebook as your guidelines.

如何使客户反馈成为公司文化的一部分:6个步骤bob全站app

1. Don’t hide or delete customer comments.

No matter how great the temptation might be, don’t delete or hide negative customer feedback neither from your web portals or social media -- or from your colleagues at work. Acknowledging constructive customer feedback is the very first step towards building a transparent, customer-centric culture at work. If a negative comment is left online in public, always address it and apologize to the customer. Be sympathetic, friendly and helpful in solving the issue -- at all times, and especially on a public forum.

If the feedback was left for you or your company privately, first, find out if the person wants to be contacted. If yes, then once again, be helpful, friendly, and apologetic (if the situation calls for it). In any case, don’t just ignore the comment -- bring it to the team or management for a larger discussion about responding to and benefiting from feedback. If the comment is related to a part of your individual work, find out what you could do better next time, and ask a team member for advice.

"For us, negative feedback is an essential part of growth and learning,” shares Kalle Tiihonen, Head of Agencies at潇洒地. "We dig a bit deeper to understand the root cause for the negative feedback and, of course, thank a customer for giving direct feedback to us. If we fail, we normally have a retro meeting: [We analyze] what we did, why we failed and most importantly how we can prevent it happening again.”

2.边条分享和分析客户的反馈r, frequent basis.

Don’t wait until your company’s annual board meeting to discuss customer problems that occur that are happening right now. Making customer-centric discussion a consistent part of your company culture means that you can address the issue faster and make sure the problem doesn’t happen again. Plus, customers expect prompt replies and solutions -- not waiting around to hear from you.

Addressing the customer feedback immediately sets the bars high for your customers, which helps build up your online and word-of-mouth reputation. Collecting and addressing customer feedback as early and often as possible is a key strategy at领导者. "We try to ask feedback from customers as often as possible so we understand how they are using our software and what we could improve in the tool. You could say that customers are guiding our product development on some level, as naturally, we want to implement new features that are frequently requested by customers,” explains Jesse Pärnänen, Leadfeeder’s Director of Business Development. "We want to provide fastest and best customer support in our field. We believe that because we claim that our culture is customer-oriented, we need to also prove it every day. This is why we measure and analyse KPI-metrics for customer support on a weekly and monthly basis."

3.对齐客户支持和销售。

Very often, customer support and sales don’t talk to each other, but their collaboration is critical to business success. "When your largest customer-facing teams work together closely, your customers get more value from your products, and your sales team is able to create a more effective sales process,” says Brooke Goodbary, an Account Executive at Intercom. In a最近的采访, Jeff Gardner, who’s worked at Intercom since its inception, shared that uniting customer support and sales brings sustainable customer-centric practices and growth across the company.

Align customer support and sales and you will get happier customers, higher customer retention rates and, higher revenues. It also helps to switch from the traditional incentive system so customer sales and support are rewarded for closing -- and keeping --快乐的客户. At HubSpot, for example, the teams have implemented a commission clawback program to discourage selling to bad-fit customers, and anti-personas, to ensure the sales team is taking customer support’s feedback into account throughout the sales process.

4.使客户反馈可供任何人学习。

At many successful companies, customer feedback is now shared in one Slack channel that’s followed by the whole team. That helps not only to follow and address the feedback in real time, but it also inspires your teammates and brings customer feedback closer to the employees who don’t always deal with customers directly.

这不是秘密everybody in your companyis responsible for creating an exceptional customer experience. If a sales rep is rude, or if the social media team is unresponsive, the customer experience suffers almost as much as if the product is buggy. Customer feedback will help you not only to identify the problems, but to act on them as one unified team.

利用客户反馈在公司中的作用的最简单方法之一是将在线反馈带入办公室的物理空间。bob全站app这就是许多成熟和成长的公司现在正在做的事情。

”Getting everyone closer to customer feedback should be a priority for every business. Sharing customer feedback improves empathy for customers and motivates our team. It reignites their belief in the mission and refreshes their understanding of how well the company is doing in the eyes of the customer. It's pretty simple: happier people do better work. We share positive customer feedback on a “customer love” wall near our breakout areas -- every day there's a new card that people see and talk about over lunch,” shares James Doman-Pipe, Global Marketing Manager atKayako. Negative feedback is also shared with the whole Kayako team in a dedicated Slack channel, which leads to quick wins (like fixing painful but easy-to-fix bugs) and helps course-correct on product strategy that isn’t landing well with customers.

Don’t worry if you don’t use Slack. All you have to do is to find one internal channel that’s available for the whole team to follow. To create excitement among your teammates, you can even build an actual physical wall and share positive customer comments in your office.

5. Find mistakes and teach people how to perform better.

It’s easy to blame one customer service rep for a negative customer outcome -- but don’t do that.

取而代之的是,找出出了什么问题以及如何解决问题 - 因为如果一个人犯了一个错误,那么其他员工也可能是。与表现不佳的员工和高性能的员工交谈,并将他们联系起来,以学习最佳实践和陷阱。公开讨论将通过邀请高性能员工与整个公司分享他们的策略来帮助新想法。bob全站appEtsy has built a workplace without a fear of punishment or retributionduring project or campaign post-mortems by working hard to understandhowan accident could have happened in order to better prevent it happening in the future. Looking towards solutions and learning from past mistakes ensures elevated team morale, transparency and an eagerness to collaborate and develop together.

理查德·布兰森(Richard Branson)曾经说过:“客户服务可以开展或破坏业务。如果您对员工的待遇很好,他们会很高兴。快乐的员工为员工感到自豪,并且自豪的员工提供出色的客户服务,这带来了业务成功。”

6. Celebrate all victories, great and small.

不要忘记庆祝 - 因为通常会有一个小的认可会提高您的团队士气和满足感。分享员工的胜利和客户的赞美将帮助您为团队的其余成员设定基调,以便员工可以了解您要去哪个方向以及应遵循的目标。

Customer-centricity can’t be achieved overnight -- it’s a long project that requires dedicated commitment from everyone, especially the top management of the company. Celebrate all of your team’s wins to remind them how important customers and their voices are, and lead your company towards customer-centric transformation.

To learn more, read abouthow to respond to negative customer feedback下一个。

新的呼吁行动

Originally published Jun 7, 2018 7:00:00 AM, updated June 15 2021

Topics:

Customer Feedback 票务系统