DYK # 29: Did you know … that you need a Customer Feedback Activity Map?
In this month’s DYK, we’re launching our newest offering, the “Customer Feedback Activity Map”! We’re exploring what that actually is, why it’s important, and why you should consider getting one.
Let’s get started with DYK # 29 “Did you know … that you need a Customer Feedback Activity Map?”
When we work with clients, SMB and enterprise clients in particular, we often find that the company already has some level of customer feedback colletcion in place, e.g., customer insights, research, surveys, website intercepts, online forms, social media monitoring, etc.
What we also find is that those activities aren’t always co-ordinated or centralised, and the organisation lacks a clear overview of all the activities.
Think of your Research, Insights or VoC Teams sending surveys to customers. We typically know of those.
But do you know:
What your Product Team is doing?
That your Digital Team uses web-intercepts to ask for feedback?
How your Marketing Team is monitoring feedback?
About the post-call survey from the Contact Center team?
About the random web forms that we created some time ago?
The larger your organisations, the higher the chances that you DON'T know about all the ways different teams collect customer feedback.
And that is only solicited feedback. Add in unsolicited feedback, e.g.
Social media
Online reviews
Contact Center calls, emails, complaints, chats (live chat or bot), etc.
We’ve seen a steep increase in unsolicited feedback being collected and analysed, but do you know which teams are doing that? What technology they use? Let alone if, or how, they act on that feedback?
If the answer is no, then you should consider creating a Customer Feedback Activity Map.
The Customer Feedback Activity Map
Customer Feedback Activity Map is a visual aid to collect and map out all the activities across the entire organisation, pertaining to solicited and unsolicited feedback.
We map out:
The different types of feedback you have (solicited and unsolicited)
Across ALL of your teams
What is collected
What is analysed
If, or how it is shared
Which technology is used
If, or how that feedback is then used to enable improvements
Why is the Customer Feedback Activity Map important?
It helps us see the full picture, and helps us addresses several key challenges:
Raise awareness and address fragmented data and insights silos
Enhance the ability to act on feedback and drive experience and business improvements
Reduce technology cost and IT risk
Creating an overview is only the first step. But it’s a vital step, as it builds the foundation to redesign your program, unify all your data, enhance your insights quality, and set up a company-wide Insights to Action framework.
Data and insights silos are nothing new or uncommon, but they do create enormous challenges for your organisation. Creating a centralised view and designing a program that consolidates different feedback sources and enables data democratisation significantly enhances your insights quality, and enables better acting on insights.
Collecting feedback doesn’t necessarily mean it’s being acted on. Having a governance structure in place, and consolidating and democratising all feedback data is vital for your CX success. Be sure to set up your Insights to Action framework across the entire organisation.
With many teams across the organisation wanting to capture customer feedback, a variety of tools can be in use across your organisation. Not only does that lead to data and insights siloes, it also increases IT cost and risk. It’s quite likely that not all tools that are currently in use are approved but IT, leaving you organisation vulnerable.
Enabling visibility with the Customer Feedback Activity Map, you can start to reduce the number of tools in place, and reduce technology cost and IT risk by consolidating technology and using tools that are secure and approved by IT.
As always, if you have any questions, we’d love to hear from you.
This solution is unique to Melanie Disse Consulting, so get in touch to learn more!
#CX #customerexperience #VoC #customerfeedback #CXconsulting #technology