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Using customer feedback – it’s logical

Customer Loyalty programs uncover insights about the health of customer relationships, and they can even provide sales leads to generate additional business.  Recently a Customer Experience Manager discovered 90% of the leads generated from their VOC program have not been acted on.

Sales has obviously not done anything to convert the opportunities.  That’s not logical – ignoring opportunities doesn’t make sense.  Or does it?

Pat Gibbons recently blogged here about why customer insights go to waste.  This might be a perfect example.  Was this simply a process breakdown?  Or was it a failure to communicate?
Hierarchy of Engagement
The hierarchy of engagement points to the three elements required for Sales to take action.  They need to:

1.  Be aware the lead exists.

2.  Understand how to act on the opportunity.

3.  Believe the opportunity is “good” and worth investing their time in pursuing.

In this case, they identified process issues such as team member transitions, missing information, and inaccurate coding.  Those process issues lead to a failure to communicate. Sales was not aware of the leads.  That failure to communicate meant nothing happened.

Ultimately the process was completely restructured to improve the process and the communication. Sales is now aware of the leads coming from the VOC program.  In turn, the leads are acted on instead of going to waste.  What about your customer experience effort – do you have customer insights going to waste?

Kitty Radcliff
Vice President, Consulting Services

About the Author

Kitty Radcliff

Kitty Radcliff

As a vice president of consulting service, Radcliff serves as the senior client service contact for assigned customer feedback engagements, with an emphasis on industry knowledge, research expertise and creation of valuable insights. Her current portfolio of client relationships includes both international and domestic companies in the high-tech, manufacturing, and financial sectors. Kitty’s largest accounts involve global customer satisfaction/loyalty measurement programs with survey activity occurring via the web in several dozen countries around the globe.

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