Discover the true voice of your customers...

Transcription

1 Discover the true voice of your customers... Fast Feedback Capture & Sentiment Overview The world is Ranting and Raving. Discover the true Voice of Your Customers. Every day customers discuss what they love and hate about companies, but more often than not they re talking to each other, not the brand involved. That s why our Fast Feedback solution is different. Designed to make sharing feedback simple, fun, and convenient for the customer, Rant & Rave lets you capture how your customers feel in the moment. The result? Higher response rates, richer insight and the opportunity to take real-time inspired action transforming Ranters into Ravers and happy customers into lifelong advocates. This overview will explain how the Fast Feedback Capture module works and how it can enable your business to significantly increase customer feedback volumes and achieve richer insight. VOC Challenges. No matter which solution you pick to deliver your Voice of the Customer programme you ll face the following challenges: Gathering the right volume of information from the right people at the right time in the right way Taking action on customer feedback Measuring the business impact Getting people & resources to do it right If you can address these challenges, then you are on the right track to having a successful Voice of the Customer programme. Whilst Rant & Rave can help you tackle each challenge, this document focuses on gathering the right volume of information from the right people at the right time, in the right way.

2 You should also know... The Capture module is an integral part of the Rant & Rave platform, it is multi-channel and allows you capture the Voice of your Customers via the method that best suits them. But what do we do with it? We have a selection of overview documents that will introduce you to other integral parts of the Rant & Rave platform and describe their functions. These documents will teach you how we analyse feedback, how you can address and respond to what is shared and how you can increase agent engagement. The following diagram shows how the different Rant & Rave modules relate to the Customer Experience. This Overview focuses on the Capture and Sentiment element of the diagram. What can I do to make the customer happy? Recover Agent Am I giving a good customer experience and in what area? Frontline I am telling you what is important to me Additional Reading For more in depth and complete details of the Rant & Rave Fast Feedback Capture module it is recommended that you read the Fast Feedback Capture Functional Description document. Can my team improve and where? Interaction= Experience Frontline Supervisor Customer I want you to listen Do I know what is important to the customer? Business What can I change to improve the business? Capture & Sentiment Engine Dashboard

3 What do we capture and why? Rant & Rave literally captures the voice of your customers. We re interested in understanding what customers want to share, not just obtaining the answers to your predefined questions. By asking them to provide a single score and the reason(s) behind that score, in their own words, you can understand what really matters to them. Think about it. When you come back from your holidays your friends don t ask you to rate the travel, hotel, food, entertainment and excursions out of ten. Your friends ask how your holiday was and you tell them the most significant parts to you, whether they were good or bad. By only asking customers for a single score and comment (verbatim), Rant & Rave achieve typical response rates of 25%-50%, with some clients enjoying rates in excess of 53%. This means your Voice of the Customer programme now reflects a significantly larger proportion of your customers and the decisions you make on the back of the feedback received are more accurate and reflective of your customer base. Of course we can ask additional questions if required.

4 When do we capture feedback? At the moments that matter! Why ask someone about their experience days, weeks or months after it s happened? Ask for their feedback almost immediately. Why? Because that s when people can remember their experience most accurately and are the most emotionally engaged with the situation. Rant & Rave aim to capture feedback straight after a transaction or interaction has occurred. This may be a phone call to a contact centre, a web chat, an engineer s visit, a parcel delivery, dropping luggage off at an airport, a visit to a branch, a visit to a website or buying a handbag the list is long. But what matters is that the request for feedback is in the moment. Rant & Rave can ask for, and get responses back, within as little as four minutes. Obviously the time frame will suit your needs. Proactive feedback requests can be automated throughout the customer life cycle using your own business rules and distributed based on timed events (e.g. contract renewal). As well as proactively requesting feedback, Rant & Rave recommend using Listening posts to capture feedback from customers who want to share their views at the moments you can t predict. Much like the bumper sticker on a van which asks how s my driving?, these listening posts let customers provide feedback whenever they feel the need. easyjet use Listening Posts at their baggage drop area for example. Whilst less feedback may be captured via these Listening Posts the insight shared will come from your most engaged customers.

5 Where do we capture feedback? Through the channel most convenient to your customer! As well as considering individual customer preferences it s important to use the channel that you have the most contact information for (e.g. most customers will share a landline with you but maybe not an address) combined with the channels that provide the highest response rates. The following diagram shows the various capture channels and their typical response rates. Multiple Channel Support Rant & Rave support multiple channels: IVR, SMS, , devices, QR codes, URLs, short SMS codes, web, social and many others. Whenever feedback is captured you want to make sure that it is authentic, in the moment, relevant and most importantly low effort. Response Rates Points To Consider: - Conversion is higher closer to the interaction; any delay will reduce volumes - Quality of the feedback request; a personalised request using a less formal tone has the best results - Use preferred contact channel or channel match if this isn t known - Make it Easy - Limit the barriers to sharing feedback, such as asking for contact information or account/purchase details Less than 5% Loca on listening posts Loca on receipts Online listening posts In app feedback 10-20% Ad hoc brand s 25-50% Online injourney web form 40% + Postinterac on % IVR Call Back Postinterac on SMS It is easier to extract insight from the feedback if there is supporting metadata. The right channel is one where the highest quality of metadata can be passed. Delayed /SMS Post call IVR (call forward) Quality of Metadata

6 How do we capture feedback? Based on Solicitation Rules, Request to Initiate Contact IVM/Outbound IVR Sent Recipient Greeting Message and Request Score IVM (Interactive Voice Messaging) allows clients to literally capture the voice of their customers by inviting them to verbally record their feedback, much in the same way as leaving a voice message. Scores can also be captured and the customer is able to explain exactly what they mean. Recipient Enters a Score With Phone Keypad IVR (Interactive Voice Response) works by the Rant & Rave system placing an outbound call to the customer to ask for feedback. IVR is an interactive channel meaning that the call flow can be determined by the inputs of the recipient using the DTMF tones that they enter. This allows you to ask multiple questions and receive subsequent responses that are fed straight into the Fast Feedback Dashboard as they are received. Data captured consists of an audio recording and DTMF values that can be mapped to fields within Fast Feedback. The flow of the call might look like the image to the right. Check Response is Valid eg. Numerical Yes Thank Recipient and Ask for Verbal Comment No Inform the Recipient of Invalid Message and Ask Them to Retry The IVR call can be presented as coming from Geographic Numbers (e.g. 0121, etc.) or Non-Geographic Numbers (e.g. 0330, 084, 0871 etc.) Recipient Replies By Recording Their Comments SMS Thank Recipient SMS (Text Messaging) is an effective way to capture feedback quickly and succinctly. Approximately 90 percent of SMS are read within the first four minutes of delivery. SMS messages can come from dedicated short codes (e.g ), shared short codes (e.g with a keyword prefix), free of charge short codes (they are free to the recipient, not to the sender), long dial numbers (e.g ) or branded messages (e.g. Rant and Rave ). End Communication Flow The image to the right shows a simple example of how feedback via SMS would look on a mobile phone. SMS is an interactive channel which means you can provide two-way messaging for your customers. This allows you to ask multiple questions and receive multiple responses which are available in the Fast Feedback Dashboard as soon as they are received. Alternatively, SMS can be used as a bridging technology to link to a mobile web form for a richer experience.

7 allows you to send a personalised message to your customers asking them to click a link to a web form where they can provide feedback about a particular interaction. One of the main benefits of s is the way in which they can be tailored to match your branding. In other words, they look authentic. An example can be seen on the right. The from and reply-to addresses can also appear to come directly from you rather than Rant & Rave. The s are sent from clean IP addresses that are whitelisted. This means the s won t hit spam or junk folders when they land in your recipient s inbox. Clients can also opt to have their own personalised domain. Of course all s will include an opt out option. Web Web pages provide a very rich interface and interaction experience. When an is sent, customers are invited to click a link to a branded web page that looks authentic to your brand and is designed in such a way to get the key score and verbatim from the customer in an easy way. The web form is responsive thus allowing it to work on all modern devices and browsers. You can see an example to the right. Alternatively, if the customer is already on your website keep them in their current channel, without interrupting their journey, and place a web widget on your site. Web widgets can be placed in an unobtrusive place on your website and only open up when they re clicked on. This allows the customer to provide feedback at the moment they feel it is appropriate rather than an obtrusive popup at the start of their journey. You can see an example of a web widget to the right.

8 How do you ask for the feedback? Rant & Rave have an API, called the solicitation API, that lets you easily request feedback from your CRM, EPOS, etc. This can either be in realtime via a RESTful API or via periodic batch files (CVS, XLSX) via SFTP or HTTP. As an example, Rant & Rave have integrations to Salesforce, SAP and Microsoft Dynamics. Unsolicited Feedback Customer sends in feedback from a listening post Insert into CRM/ERP/etc to action Optional In effect, you trigger feedback from your systems after an interaction or transaction has occurred with your customers. All requests to the solicitation API are treated securely and can only be done via authentication and authorisation. Solicited Feedback Customer interacts with business Agent/Engineer Update CRM/ERP/etc CRM/ERP/etc rule requests feedback (API/SFTP) Feedback request sent Having these integration options allows for easy, quick and technically comprehensive solutions between your infrastructure and the Rant & Rave platform. The flow of the integration looks like the following diagram. Increase engagement Optional Update CRM/ERP/etc Provide Feedback

9 What do we do with the feedback? Whilst capturing scores from customers can be useful they only tell half a story. By giving your customers the opportunity to explain their reason for the score you can develop a much deeper understanding. By asking for verbatim and automatically processing it, Rant & Rave can generate real-time structured data from the verbatim. When a customer types the agent was helpful Rant & Rave recognise two things. Firstly, the topic: agent and secondly the sentiment: helpful. When combined, the topic (agent) and the sentiment (helpful) create an insight. In other words: insight = topic + sentiment. An item of verbatim can have multiple insights which have their own score and when averaged provide an overall score for the item of verbatim. The sentiment range can be summarised as follows. Very Bad Bad Neutral Good Very Good Words like nightmare will have a low score. Similarly, fantastic will have a high score. This means that customers can use their own words to indicate their sentiment/emotion and will be scored appropriately. Rant & Rave believe that most items of feedback will discuss one or more of the following in an item of verbatim: People Place Process Product Note: This list can be changed/extended. These high level business concepts form the root of what we refer to as a Taxonomy. A Taxonomy is an organised structure of topics (topics are simply terms and phrases) that describe what your customers are saying about your business. The structure is built to match your business needs but an example taxonomy is on the right.

10 As a business you want to be able to generate reports like the one on the right following customer feedback. But, Rant & Rave are focusing on the verbatim e.g. The advisor was really helpful and did solve my problem but was hard to understand, also the self-service portal is a nightmare. The following table shows how the verbatim is analysed and broken down into individual items of insight so that numerical reports can be generated. You can see the verbatim in the left column with the highlighted terms, the topic column shows what is being discussed, the taxonomy column shows where in the taxonomy the topic is located and the sentiment and score column shows the words providing the emotion with a score What The Business Wants Category 1 Category 2 Category 3 Category 4 Verbatim Topic Taxonomy Sentiment & Score the advisor was really helpful and did solve my problem but was hard to understand also the selfservice portal is a nightmare Advisor, helpful People \ expertise \ attitude Really helpful = 5 the advisor was really helpful and did solve my problem but was hard to understand also the selfservice portal is a nightmare Advisor, solve People \ expertise \ knowledgeable Solve = 4 the advisor was really helpful and did solve my problem but was hard to understand also the selfservice portal is a nightmare Advisor, understand People \ communication \ understand Hard = 2 the advisor was really helpful and did solve my problem but was hard to understand also the selfservice portal is a nightmare Selfservice portal Place \ web \ portal Nightmare = 1

11 These multiple insights, when placed into the correct location within the taxonomy, give a summary on the right. This means that you can create a report like the following. What The Business Gets Product Process Place People Product Process Place People You can now generate business metrics using realtime sentiment based analysis of the true Voice of the Customer. Rant & Rave is certified to ISO27001:2013 and has an ISMS which is audited externally by UKAS accredited auditors so all feedback is treated securely. What do you do with the feedback? Having captured the feedback, you need to know what customers are telling you. You need to know where the customers issues are and also how to find these issues easily. The following screen shot is an example of the Rant & Rave Dashboard. You can find out more information about the Dashboard in the Fast Feedback Dashboard Overview document. Want to know more? Don t forget this is just one in a series of overview docs. If you d like more information on the Rant & Rave Dashboard, Frontline Engagement or Recover or a functional description of any of our modules please just ask. Call us on +44 (0) or us at hello@rantandrave.com