Customer Loyalty Program

Customer Loyalty Program

The CustomerImpact “voice of the customer” approach has one goal in mind—incorporating customer intelligence into dashboards that are delivered to users across the enterprise. That “voice” must be captured at all points of contact and throughout the lifecycle of each customer. This requires proactively seeking customer input about their experiences and perceptions, impressing upon them that their opinions are valued.

Surveys

This is accomplished through a combination of survey and new media approaches that:

• Periodically solicit their overall impressions of all their experiences throughout the year (Relationship surveys)

• Asking them for feedback immediately after a transaction has occurred (Transaction surveys).

• Periodically sending short questionnaires to selected customers (from Panels) about products/services in order to shape the corporate product roadmap (Pulse surveys)
• Listening, asking, and responding to online feedback communities

Relationship Surveys cover all aspects of the relationship. Customers may be asked their opinions about:

Brand perceptions, competitive comparisons, and assessment of performance compared to the previous year are also collected.
Transaction Surveys are deployed immediately after the event or transaction has occurred. For example, after a case is closed in Technical Support, an on-site project is implemented, or a training course is completed, the customer is asked to take the survey while the experience is still fresh in his/her mind. The focus is deliberately narrow, eliciting feedback on that transaction alone.
Pulse Surveys are sent to Panel members who have agreed to provide input on a range of topics, such as product enhancements, new products, and service delivery modes.
Social Media “Surveys” include listening to online forums (qualitative input) and creating targeted surveys based on those discussions (quantitative input), which can be sent to same forum or via emai invitations to customer samples

Analysis and Reporting

Customers who take the time to provide feedback, whether it is positive or negative, are providing valuable information to the enterprise that allows it to take corrective action before customers defect. Critical feedback includes the following:

Information Delivers Insights
By applying CustomerImpact’s analytic tools to the responses, including the open-ended comments (see CustomerImpact’s Customer Text Analysis program), clients will be able to walk away with a clear understanding of the challenges and opportunities they face at the corporate level, as well as at the regional, business unit, business function, branch/office, and account levels. And for employees in customer-facing positions, customer intelligence identifies where recognition or further training is needed.

Insights Drive Actions
In order to improve performance at all those levels, the insights that will drive appropriate actions must be available and understandable to all staff in a timely manner. Dashboards present information in a clear and compelling way, quickly providing an overview of what’s going on across at all levels of the company and a drill-down for more granular data and root cause analysis.
Previously, analysts had to sift through endless spreadsheets and cross-tabs for slicing and dicing. Executives/managers who wanted access to the data had to log in to their accounts, receive email communications with static images of the data, and/or plow through multiple databases with operational and financial data. With CustomerImpact’s dashboards, business users are able to track performance against corporate strategic goals and launch strategic initiatives to improve performance.