Customer Feedback Management within a net promoter framework

We have released another new White Paper discussing how to deploy customer feedback management within the framework of a net promoter based methodology. The white paper discusses how to do this using QuestBack's feedback management toolset. The executive summary follows and a downlink is included at the end of the summary. Comments are welcome

Executive Summary

Making effective use of customer feedback can fuel an organization’s continuous improvement efforts and drive customer retention and growth - to name just a few key benefits. The programs and effort necessary to systematically gather and utilize feedback are sometimes seen as complex, expensive and difficult to implement. This paper demonstrates that this does not have to be the case and presents some practical, clear examples of powerful uses of customer feedback. By taking advantage of an established conceptual framework like Net Promoter, and combining this with a feedback management platform like QuestBack, any organization can create a powerful and practical framework for turning customer feedback into tangible benefits.

Three high-impact customer feedback applications are described (from QuestBack customer experiences):

• A Survey “Hotline” Process to spot problems in the customer base that are expressed in relationship surveys and to take quick, direct actions to prevent customer defections.
• Identify & Engage Your Promoters. Use survey results to identify and segment your best “promoters” or “advocates” for the purpose of engaging them in the marketing mix and stimulating more referrals.
• Create a Dialog through Follow-up. Follow-up your customer surveys by sharing some information about the results and planned actions with all customers. This creates a two-way dialog dynamic with customers and demonstrably strengthens customer relationships.

With an approach guided by the Net Promoter loyalty management concept and implemented with the QuestBack feedback management platform, any organization can easily and cost effectively duplicate the success of these examples and gain the tangible benefits from the effective use of customer feedback.

To view the entire white paper click the link below:

http://docs.google.com/fileview?id=0B0M0bj3iQjmjYzAxYzQ3MmEtMDBkZC00MmNjLWJmMzAtMWFkNmM0NDhlN2Nk&hl=en

White Paper: The Role of Customer Feedback Management in Business Today

QuestBack Boston has recently authored a new white paper on Customer Feedback Management. I've posted the executive summary here and included a link to the white paper if you would like to read it in its entirety.

Executive Summary

Executives intuitively understand the value of customer feedback and collect it for good reasons. They realize that customer perceptions have a strong impact on their business relationships. Customers can choose with whom they do business. If customers have perceptions that are less than positive, they will go elsewhere. So companies collect customer experience data across numerous touch points, including service events, general attitudes, and relationship data. The goal is to improve the overall customer experience by taking action in response to feedback.

Why, then, do so few companies make truly effective use of the feedback they gather? A 2003 Gartner Group study noted that 95% of all businesses collect some form of customer feedback but only 10% actually act on the feedback they collect. This is not surprising to many front-line managers tasked with putting feedback data to use. Fundamentally, most customer feedback data remains un-acted-upon because most companies lack an organized, systemic, and metrics-driven process for making use of the data. This white paper discusses why this occurs, why it matters, and what to do about it.

You can view the entire white paper here:
http://docs.google.com/fileview?id=0B0M0bj3iQjmjYTM2N2FhNjgtYTBiZi00MTVjLWIzNWEtM2ZiMWI4MjQxZTMy&hl=en