Enable sales, account and customer support leaders to more effectively use customer feedback by:
- Sharing the right information and teaching them how to use it. Craft reports to hone in on the team's subject matter, be it a specific account or a support process such as customer service. Make reports easy to understand, by highlighting two or three priority areas for action. Teach recipients how to apply root cause analysis and initiate change.
- Integrating the use of customer feedback into ongoing jobs and routines. Account teams often create account plans. Cross-functional teams or departments budget for special initiatives and reset metrics periodically. Work with each group to integrate the customer feedback into the way they currently do their jobs.
- Providing incentives for taking action on customer results. People are compensated for meeting objectives in their jobs; the ideal is to build in incentives for effectively launching and executing ways to improve the customer experience.
- Asking each group exactly how they need to be equipped. To have the desired impact on customer loyalty, account teams need help from support functions, and support functions will seek funding to launch their own enhancements. It helps to escalate these needs and requests sooner than later, as part of the process.