Small Steps can be Giant Leaps: 10 Ways to Enhance a VOC Program

SMALL STEPS CAN BE GIANT LEAPS

10 SIMPLE WAYS TO ENHANCE A VOC PROGRAM

About ExactTarget

•  Founded in 2001 in Indianapolis, IN •  World’s largest marketing SaaS provider •  Mission: To inspire and enable organizations to leverage

digital marketing to drive phenomenal business results.

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About Our VOC Program

•  Essential for remaining a market leader •  Develop products/services to best serve clients •  Increase retention and revenue

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About Our Survey

•  “Client Success Survey” powered by Walker Information •  Sent on a rolling, quarterly basis to clients with annual

renewals in the next quarter •  Survey covers broad range of aspects of experience with

ExactTarget

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“Landing a man on the Moon…

…and returning him safely to the Earth.”

@karafindley  

Increase  Survey  Response  Rates  

Drive  and    Take  Ac7on  

Enhance  Client  Sa7sfac7on  

10 Simple Ways to Enhance a VOC Program

•  Build the Credibility of Your Survey •  Empower Employees to Listen and Respond to Clients •  Drive Action through Relevant Feedback

@karafindley  

Build the Credibility of Your Survey

#1. Your Survey as an Internal & External Brand

@karafindley  

#1. Your Survey as an Internal & External Brand

@karafindley  

#1. Your Survey as an Internal & External Brand

@karafindley  

#2. Visible Executive Buy-in

•  CEO, Scott Dorsey featured in communications •  Executive team reviews client feedback •  Company focus on Client Success

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#3. Reinforcing with Clients how we use Feedback

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#3. Reinforcing with Clients How You Use Feedback

•  My InSight - monthly enewsletter •  ExactTarget Blog

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#3. Reinforcing with Clients How You Use Feedback

•  3sixty Online Community - “Delivered!”

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Building the Credibility of your Survey

@karafindley  

1.  Your Survey as an Internal & External Brand 2. Visible Executive Buy-in 3. Reinforcing with Clients How You Use Feedback

@karafindley  

Empower Employees to Listen and Respond to Clients

#4. Support Call Listen-Ins

•  Literally hear the “Voice of Customer”

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#5. Company-wide Client Thank-a-thon

•  Thank clients for their partnership •  Encourage them to take latest Client Success Survey •  30 employee volunteers •  Reached out to almost 400 clients •  4-pt direct impact on increasing response rate

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#6. Driving Responses with Relationship Managers

•  Rank and incent by response rate

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#7. Triggered Emails for Timely Follow-up

•  Highlight issues that need to be addressed •  Aid in timely follow-up with clients who need it most

@karafindley  

Empower Employees to Listen and Respond to Clients

@karafindley  

4. Support Call Listen-ins 5. Company-wide Client Thank-a-thon 6. Driving Responses with Relationship Managers 7. Triggered Emails for Timely Follow-up

Drive Action through Relevant Feedback

#8. Product Follow-up Survey

•  Dig deeper into bottom 4-ranked attributes •  Direct impact on product team’s roadmap

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#9. Face-to-Face Internal Client Feedback Meetings

•  Share client data with 15+ teams •  Mix of figures and client comments •  Tailor presentations for highest action-ability

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#10. Create Internal Demand for Customer Data

•  Be transparent •  Answering questions from in-person meetings •  Adding client intelligence into initiatives •  Ad-hoc reporting

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#10. Create Internal Demand for Customer Data

@karafindley  

61.5%  

12.8%   11.4%  6.6%   5.9%  

2.2%   0.4%  0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

Product   Rela;onship  Management  

Global  Support   Services   Resources  and  Enablement  

Accoun;ng/Finance   Sales  Consultant  

Trends  in  "One  Change"  Comments  

Drive Action Through Relevant Feedback

@karafindley  

8. Product Follow-up Survey 9. Face-to-Face Internal Client Feedback Meetings 10. Create Internal Demand for Customer Data

Questions?

10 Simple Ways to Enhance a VOC Program •  Build the Credibility of Your Survey •  Empower Employees to Listen and Respond to Clients •  Drive Action through Relevant Feedback

@karafindley