Closing the loop (The Macro)

Previous section: Closing the loop (The Micro)

In many situations, individual customer feedback, as well as emerging trends in customer sentiment, will require action that front line employees can’t individually tackle. In broadening focus beyond the customer and employee relationship, the closed loop process can spark meaningful change throughout your organization.

Expanding your closed loop process to the macro stage is as simple as:
  • Analyzing trends in feedback: Better understand where you’re struggling, and where you’re excelling
  • Setting the roadmap: Coordinate team-wide discussions around customer feedback and develop key action items
  • Implementing and evaluating: Deploy any new changes and/or initiatives, sharing the results with the team and your customers
Lets dig into each step a bit more:

Analyzing trends in feedback

As you collect more and more feedback, as well as start passing property data to Delighted, you’ll have a number of great ways to start segmenting responses and identifying trends. For example, an eCommerce store might find that Detractors are often mentioning “shipping” in their comments. By creating a trend focused on keywords like “shipping”, “packaging”, and “delivery”, the company can keep a close pulse on how customer sentiment around shipping changes over time.

Be sure to pass as much customer detail as possible with each survey request. As you start gathering responses, this customer data will help you see exactly which subsets of your customers are issuing which types of feedback. With this granular detail, you can keep a pulse on any specific issues and catch them before they spiral out of control. 

Setting the roadmap

Once you have clear insight into trends with your customer feedback, the next step is to set aside some time to chat with the team and establish a few action items. 

Hold regular meetings with your team and start the process of linking opportunities, which tackle key customer issues, with more their intended business outcomes. 

For example, if a SaaS company plans on fixing a bug on their billing page, what volume of Detractors might be converted to Passives/Promoters? What financial impact can you expect by ensuring those Detractors don't churn and, instead, shift towards longer retention? It’s always easier to influence adoption of NPS-based action items if they are linked to a core business outcome.

Find and prioritize opportunities where addressing customer feedback will: 1) Address the underlying issues raised by customers and 2) Ensure a notable impact is delivered in terms of finances, efficiency, or any other key business metric. 

Implementing and evaluating

The next step is to kick-off improvements associated with those key action items. Consider layering in some KPIs and milestones to ensure you’re making steady progress.

For example, if you’re addressing a common NPS trend related to poor support response time, you might break that larger objective into more granular goals, such as:
  • Identify tickets that take the longest time to receive a response
  • Develop more saved replies to speed response times for those such tickets
  • Generate a regular report to keep a pulse on improvements in response times
  • Recap improvement on response time at the end of the quarter, showing key results from the initiative
With the above example, KPIs related to response time, resolution time, and customer satisfaction can ensure milestones are being hit, and there is clear data supporting the improvements over time.

Once you’ve wrapped up a project stemming from prioritized trends in customer feedback, be sure to recap any outcomes with the team. Frontline employees will often escalate issues to the macro level when they’re unable to resolve them directly. By providing an update on any new feedback-driven projects, and their associated results, employees will recognize that their escalations have yielded tangible change throughout the company.

Transparency, with regards to feedback-driven project outcomes, will motivate employees to engage the NPS program further and continue to escalate key customer feedback and trends- solidifying the effectiveness of the closed loop process.

You’re all set!

You’re now all set with the key components required for leading a successful NPS closed loop program. With the guidelines detailed in this guide, you’ll be able to surface more actionable customer feedback, convert more customers towards the Promoter category, empower your front line team members, and better enact customer-driven change throughout your organization.

Have any questions about getting started with closed loop feedback? Reach out to our Customer Concierge team. We’d be happy to answer your questions and pass along more best practices for getting started!

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