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Closing the Loop on Customer Feedback
Why Close the Loop?
Expensive research projects that are slow
to yield findings
Results that are imprecise
Insights that are not actionable for
front-line employees
Typical challenges to a customer feedback program
It’s hard to get customer feedback right
Source: Bain & Co., Net Promoter System
Closing the loop is the key to meaningful progress in any VoC Program, because it makes customer feedback actionable
The Service Recovery Paradox means you can go from Zero to Hero
Loyalty
Time
Source: McCollough, Michael A., and Sundar G. Bharadwaj. "The Recovery Paradox: An Examination of Customer Satisfaction in Relation to Disconfirmation, Service Quality, and Attribution Based Theories." In Marketing Theory and Applications, edited by Chris T. Allen, 119. Chicago: American Marketing Association, 1992.
After an effective service recovery, customers are often more loyal than if no error happened
Promoter
Detractor
Passive
OR
Sometimes, closing the loop is just about mitigating risk
Detractor
Promoter
Passive
SM
How? Best Practices
Closing the loop is more than just a phone call— the strongest feedback loops drive change across the org
The bad experience: Find out about a negative experience your customer has had
1
The ticket: Getting the feedback to the right employee or team
2 The Band-Aid: Taking additional action on the customer’s individual situation in order to save the relationship
4
The deep dive: Follow up or “closing the loop” with the customer in order to clearly understand the feedback
3
The change: Share customer feedback trends with the company to initiate real change and solve the problem long term
5
SM
Inside Look: Qualtrics’ Close the Loop Process
Target Audience distribution and a/b testing to increase engagement
Qualtrics Vocalize data visualization and close the loop ticketing
Research Suite survey design— the foundation
Need a screenshot of a dashboard
Need a screenshot of a dashboard
Q&A