From all the panelist we agreed that this was the most fun we’ve have on a webinar together, ever! We definitely plan to do more webinars and expert panels together in the future. It turns out that this is a bigger problem than we thought, tune in to hear the approaches from each of our Experts in how they plan to complete the picture of customer sentiment today.
We started off by really pinpointing what problem we are trying to solve.
Paul – it’s about customer feedback, sentiment and how it fits into a specific cohort
Victoria – trying to get the voice of the customer. Yes, it’s a number but we really look at the comments to see what’s behind it.
What do you like about NPS?
Bryan – when we first found Gainsight it was a new thing. Everyone was sending out surveys.
– NPS was a simple question – would you recommend us
– as it’s become more popular, problems arose. Less response rate because everyone is doing it. Also, maybe they’re having a bad day so when they’re responding it doesn’t reflect the reality.
Victoria – comments are the most useful, along with the trend of how the customer feels
What’s missing with NPS?
Victoria – frequency – you can’t NPS every day and you’re getting only what’s top of mind at the time of the survey
What do you if you don’t get a good score or have a low response?
Bryan – every call is being recorded. Web chats are becoming more prevalent. Add on that thousands of support tickets that represent interactions with your customers. Each tells a story about how your customer feels about you. How do you mine the data and get more insight?
Paul – make it one data point on your scorecard.
– there’s so much other data you have to take into account
Dan – great stories of lessons learned:
1) We incented CSMs to get responses – MBO with $. Only heard from happy customers.
2) Then invented the customer to respond – gave them a gift card – got a 10-12% response rate. Wasn’t people I cared about. Just the gift card crowd. High response. Low quality
3) hired a calling agency to get an NPS score over the phone.
Victoria – putting more weight on the sentiment
Another challenge is not knowing what the #’s mean especially across the cultural boundaries.
What do you do with the passives? The muddy middle.
It’s the ones you don’t hear from that you probably need to worry about the most.
There is mountains of data out there that can complete the picture of customer sentiment
Bryan – we’re recording everything – it’s usually used for feedback.
– web chats, support tickets with multiple threads
– we can look at this information and compile it, but there’s nothing that automates it.
– how does the customer really feel? what is the real sentiment? How loyal are they really?
Paul – Gong and Intercom – is this a goldmine of data?
Yes. 90% of your day is on phone calls. Especially for high touch. (another good marketing campaign – 90% of your CSMs time is spent on the phone with your customers – so why did they churn?)
Dan – It’s all about prioritization
There’s value in making a happy customer happier, but there’s probably more value making an unhappy customer happy.
How to scale CS teams?
CSMs have more accounts, have to figure out who to touch – how to be able to touch a client at the right time to drive renewals or expansions
If the customer is left untouched – will it churn?
In the CS world, it’s all about timing
And a whole lot more!