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When sales and marketing professionals hear the words "customer feedback," most tend to think of colleagues who spend their time in statistical analysis and tracking customer satisfaction scores. But as customer feedback tools give way to the more sophisticated technologies of customer intelligence (CI), we believe that many will start to use CI and its insights to drive sales and improve marketing campaign ROI.
As we have worked with organizations to help them improve their customer and employee feedback initiatives, we have identified five most common things that make them successful. Developing an effective customer engagement program will take some investment in terms of time, energy and resources. The benefits of the program far outweigh these investments as we have learned from our research on the economics of engagement.
The focus of our products and services is on helping companies to improve their customer and employee feedback initiatives. As we have worked with our customers, we have identified five things that make them successful. Below is a recap of the first four best practices: They collect more feedback. They are willing to quantify engagement. They look beyond the tools and technology that help them to better understand engagement levels. They focus on the benefits of engagement to the company.
Every company needs to identify its competitors. For Allegiance, that may seem easy. A handful of other vendors have similar capabilities and clients, and we often compete with them for business. So, they must be our competitors. That’s obviously true, but it’s not the whole truth. Our biggest competition actually isn’t the set of other companies doing things our way. It’s the old way of doing things – the traditional, manual approach to customer insights. Here's why:
As many of you who listen to our podcast on Allegiance Radio already know, we like to bring in guests who are experts in VOC. Last month, I had the good fortune to speak with Porter Williams and Jacob Bauer from HireVue. Located right here in the Salt Lake City area, HireVue is the leading provider of digital interview services serving companies such as Wal-Mart, Starbucks and Nike. Porter Williams is the director of client services and operations at HireVue since early 2010. He oversees HireVue's 24/7 support operations, the Voice of the Customer program, and also serves as a hub between products and customers. He pioneered HireVue's customer success program. Jacob Bauer is currently the VOC and customer success analyst at HireVue. He joined the team in May of 2011 as a client's support representative. Realizing the importance of VOC and the impact it can have on businesses, he focuses efforts on gathering and analyzing data from clients. He now currently administers the VOC program under porter as well as managing data that comes to HireVue through the different VOC channels.
You have a well-designed, comprehensive feedback program in place, with several gigabytes of data on employee and customer satisfaction, loyalty and engagement. Now is the time to maximize the actionability of your VOC (Voice of the Customer) and VOE (Voice of the Employee) initiatives and optimize the ROI realized from your feedback program.
Uncovering Revenue and Growth Opportunities, and Gaining a Competitive Edge in a Down Economy: A Q&A with Allegiance Best Practices Consulting Team
Company growth and profits are directly tied to customer and employee engagement. And no matter what the state of the economy is, there are always opportunities for growth for businesses that stay focused. But with so much to do these days, where do you start? Greg Heaps, VP of Professional Services at Allegiance, and Kyle LaMalfa, Best Practices Manager and Loyalty Expert at Allegiance, offer insights on how to uncover revenue and growth opportunities and gain a competitive advantage, even in the current economic climate.
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This is part two of a five part series on customer engagement best practices. Allegiance has worked with thousands of companies helping them to deploy customer and employee feedback systems. As we have worked with these various successful entities, we have identified five common things that each of them do as it relates to engagement. It is important to be able to quantify engagement for a number of reasons. Most importantly is by understanding where you stand with your customers—i.e. how many are engaged, disengaged or on the fence.
As we have worked with these companies that span size and industry, we have identified five common things among successful companies as it relates to engagement. Over the course of the next five issues of the Allegiance newsletter, we will reveal what these five common things are and provide some insight into why they are so important to business today. Companies have replaced their paper-based or other traditional feedback mechanisms with automated, online solutions from Allegiance. Now, customers and employees have a convenient and confidential solution for submitting their feedback, and these companies are able to better manage, measure and quickly act upon the feedback they receive.
Allegiance has worked with thousands of companies helping them to deploy customer and employee feedback systems. As we have worked with these various successful entities, we have identified five common things that each of them do as it relates to engagement. First, they collect more feedback from more customer interaction points, and second they work to quantify engagement. You have to be able to understand and know what to do with the information you collect. Once you recognize how employees and customers are feeling about your business; once you start to observe trends, whether in a particular employee, branch, policy, manager, etc.; then you also need to know how to take action and implement change.
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The brand promise is the expectation that you set about your brand with your customers. Each of your touchpoints reinforces and fulfills the brand’s promise. Creating a customer interaction map forces you to think about the customer lifecycle and to consider or visualize the experience at each touchpoint – and ultimately, it identifies where the brand promise is broken.