Companies that invest resources to adequately identify and recover at-risk customers are leaders when it comes to satisfaction scores, compared to companies that either recover infrequently or not at all. Customer recovery can take many forms for sales, call center, frontline, manager and leader teams. Recovery actions can be as simple as a call center manager reaching out to a customer via phone or email after he has a bad experience and gives negative feedback, merely to apologize or rectify the issue right there on the spot. Recovery could also be a more sophisticated workflow that triggers process and product changes and actions to get customers involved in "re-engineering" projects.
Most companies with high Net Promoter Scores identify all their detractors and have invested in the resources to recover them. They generate detractor alerts to their teams and resolve issues as they occur. For example, 88 percent of Medallia customers have detractor alerts, and they are also the companies with the highest Net Promoter Scores. Companies that have lower Net Promoter Scores generally detect only the strong detractors — with alerts triggered only if the score is very low.
The speed of mobile feedback from customers is increasing as mobile marketing adoption spreads, according to Medallia's recent release of its annual Customer Benchmark Research Study.
The report shows that organizations that engage their frontline, embed the voice of the customer (VOC) into their business, capture customer feedback from across channels, and invest in customer recovery achieve much higher customer satisfaction than those who do not.
To develop the benchmark report, the Medallia Institute, a unit of Medallia, analyzed hundreds of customer experience management (CEM) programs in the Medallia client portfolio. Companies fell primarily within seven industries: business services, financial services, hospitality, manufacturing, retail, software/Internet, and telecommunications.
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