From our work helping companies make the most of customer and employee feedback, we have developed something we call the feedback progression scale. This scale gives us a way to understand where a business is in terms of using feedback and surveys to grow customer loyalty and engagement.
So where are you on the feedback progression scale? Is your company using self-service tools for simple ad-hoc customer satisfaction surveys? Or are you doing regular event driven transactional surveys such as at the point of purchase or when a customer complains?
Do-it-yourself surveys are easy and quick to implement. However, you may not have the expertise in your company to craft a survey and analyze the results properly. And how do you coordinate with other departments in your company to ensure that you are not surveying the same customers again and again?
Companies at the final stage of the feedback progression scale make Voice of Customer (VOC) analysis a part of the company culture. Data collected through feedback and surveys is shared across multiple departments. Self-service and transactional surveys are combined with feedback management analysis to give a complete and real-time picture of the voice of the customer. This methodology continually compares feedback metrics with certain company outcomes. This allows the company to use a scientific-based index or score and to reward employees and departments based on those metrics.
Bruce Temkin’s recent blog posting “16 Voice of the Customer Recommendations” points out that actively managing the feedback process and providing wide access to VOC insights within the company are among the best practices by award winning VOC practitioners. The recommendations and comments in his post apply to what we describe as the muti-department and multichannel VOC/EFM program in our progression scale.
We would love to hear your comments and thoughts on this.