Edition 25

3 Steps To Start Listening To Your Customers

14th September 2010 By Fredrik Abildtrup no comments

In TeleFaction we have worked with the Voice of the Customer disciplines for almost 10 years now. We came up with the term ‘Return on Behavior’ because we believe that working with employees and customers takes more than only metrics and processes.

We all know that if you want other results than the ones you have, or you want your employees to do things differently, you cannot keep on doing things in the way you have always done them.

It takes change in the ways we do things, to shape things differently and create the results you want.

We believe that the changes you need to do are most effectively achieved through change in behavior, not only with employees and customers, but also in products and processes.

The Concept

We have worked with various concepts, and are constantly improving and developing new ones, but there are some steps which are best practice. Let me share them with you in the below.

Simplicity is the key in understanding things, thus I have put the concept down to three simple steps:

  1. Tracking
  2. Monitoring Interactions
  3. Continuous Listening

About Tracking

Tracking comes down to understanding the relationship you as a company have with your customers. In this step the key action is to regularly survey customers on how they feel about the company. Important metrics to understand are likelihood to recommend, Net Promotor Score, chance of repurchase or leaving for the competition (retention).

In this phase you are able to set long-term goals and are constantly able to track the overall progress. This also in turn enables you to focus investments in key areas that correlate with the wanted and identified improvements.

About Monitoring Interactions

After having set up processes to identify issues, or track development over time, the next important step is listening to the immediate interactions. This phase involves surveying customers after key interactions, in order to determine how satisfied they are with both the results and the processes behind the interaction.

By monitoring the interactions you would be able to identify problematic trends and provide the employees with detailed information and feedback about the service or products that are being delivered.

Another crucial opportunity that arises from this type of monitoring is the ability to do service retention, as you are able to, in practically real-time to, get triggers on events like negative feedback from key customers. This enables you to get back to the customers and rectify a bad experience, thus if done successfully, you will in return get even more satisfied and loyal customers, as well as happier employees.

About Continuous Listening

In the last phase of our three steps Return on Behavior Concept it comes down to coaching the employees. In order to do this effectively you should provide your front-line staff with materials that create a better understanding of what they are doing and how it is perceived. You should hence on regular intervals provide your employees with call center conversations, customer emails, blogs or by visiting stores or branches.

This again gives you and your employees the tools to spot problem areas and improve. It ultimately gives the employees a better understanding of the emotional sides of the customer’s issues or concerns.

The above steps are hardly exhaustive, but they are good starting points. If you want to know more about how TeleFaction can help you set up a Return on Behavior program, please visit www.telefaction.com and get back to us.

About the author: Fredrik Abildtrup

Fredrik Abildtrup is the CEO of TeleFaction. He is a seasoned customer experience and Return on Behavior specialist. Currently he is responsible for the growth and internationalization of TeleFaction. Moreover he assists TeleFaction clients in improving customer loyalty, reducing churn and increase cross-sales across customer service contact points. TeleFaction primarily caters to European businesses in the telecom, financial services, energy, travel and transport industries.

He has many years of  business experience, primarily in sales and management. Most recently as the Division Exeuctive with T-Systems Denmark, a sister company to Deutsche Telekom, where he was responsible for more than 100 employees.

Fredrik Abildtrup graduated from the Copenhagen Business School with a degree in International Marketing and Management. Moreover he has a master’s degree in International Business obtained via the CEMS-programme at the Universität zu St. Gallen in Switzerland.

Visit: TeleFaction.com

Leave a Reply

Anti-Spam Quiz:

  • Published by TeleFaction

    Want to know how Return on Behavior can help your business?
  • Tag Cloud