Joe Stanganelli

CRM Analytics Takes More Than Analytics

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Shawn Hessinger
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One positive thing
Shawn Hessinger   9/23/2011 2:05:48 PM
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Hi Joe,

Well, at least one thing came out of this. A great blog post. But agree with your point. What you do with the data you get, no matter what this data might be, is what's important. But one more thing should be noted. Let's say you're the only one to have a bad experience. Let's say they have no intention of making the changes you suggest because you are just not in their core customer group. What's important is to let you know that the data you've provided is important...because it is! It's part of the whole that they are observing. You've helped them by providing data even if it is data they ignore. Ignoring you is the real mistake.

Joe Stanganelli
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Re: One positive thing
Joe Stanganelli   9/23/2011 2:10:51 PM
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Indeed, Shawn.  Even if a customer's experience is an aberration, or even if it is something that most customers would not have a problem with (or even enjoy), some kind of response (even a basic apology) is necessitated.

Otherwise, if you ask for feedback and do nothing visible or transparent with it, you look disingenuous.  Worse, you have apparently put the dissatisfied customer through a lengthy task (not to mention the ordeal of reliving a negative experience) and offered the customer nothing in return to show for it.  It all seems for naught.

Unfortunately, people in the analytics field are often more concerned with impressing executives than with impressing customers.

BethSchultz
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Re: One positive thing
BethSchultz   9/23/2011 3:49:37 PM
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Joe, I'm mulling this over and not sure where I side. Absolutely no question about it, if you've taken the time to fill out a 10-page survey and provide thoughtful responses, then you deserve acknowledgement of your effort (and in this case especially so since your experience was so negative I would say a phone call would be appropriate). However, for more routine survey responses -- like two I filled out two nights ago (one placed on each of two laptops I was having a Comcast wireless tech help troubleshoot home networking problems) -- if I were to receive a "thanks for participating" email, I wouldn't give it too much credence or the company too much credit. It'd have been automated, and probably set up by the survey vendor not even from Comcast itself. Now, if a month from now Comcast sent me a report that said, based on our research of customer surveys, our tech support staff is horrible and here's the data to prove it and so here's how we've reorganized to help improve our helpfulness, well, that'd be another story! 

 

 

Joe Stanganelli
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Re: One positive thing
Joe Stanganelli   9/23/2011 3:54:53 PM
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Well put, Beth.

No, I wouldn't expect a response to be necessary for run-of-the-mill responses, but anything that is an aberration or distinctly negative requires some human response.

And yes, a "we've been horrible, based on this data, but now we've fixed it thanks to customers like you!" would be pretty neat.

BethSchultz
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Re: One positive thing
BethSchultz   9/23/2011 4:05:34 PM
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We'd all fall over if we received such a call or email, though -- no? 

Interestingly in my Comcast experience, I was more than glad to fill out the two identical surveys since the guy was helpful. He didn't necessarily solve my problem, but he gave it his best and got me at least temporarily up and running. Then, last night, I had to work with Comcast again -- having installed a new wireless router. The entire tech support call-in process had changed one night to the next. It was crazy. "We can't do that any longer per new policy implemented today. I have to route you through to tiered support." Urr. Also, I didn't get a survey planted on my laptop although this guy had remote control, too. Instead, he emailed it to me. Also, come to think of it, gone was the "would you mind taking a two minute phone survey when you're done" prompt I'd heard over and over in all my calls to Comcast over the last several nights. Strange.

 

 

 

louisw900
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Lost Opportunity
louisw900   9/23/2011 7:32:52 PM
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@Joe   Nice Post. I can totally understand where you are coming from, and it is depressing to know that most companies do just that - ignore real customer feedback. One would think that most companies would understand the key to building a strong customer base is not the pampering of the good customers ( though that is certainly not something to ignore either) but really addressing the issues of dissatisfied customers.  

Not taking advantage of the chance to address shortcomings, will probably do more harm than good in the long run.

Shawn Hessinger
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Re: One positive thing
Shawn Hessinger   9/23/2011 11:12:50 PM
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Beth,

A weird situation to be sure. I wonder if in this case the "new policy" itself was based on customer feedback or some analysis based on metrics of the existing policy and its effectiveness. Sometimes a data-driven solution may not, by definition, be one tailored to the preferences of an individual but rather to the overall efficiency of an organization. Still it's hard to understand how the policy change you describe could be particularly helpful to anyone.  

Shawn Hessinger
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Re: Lost Opportunity
Shawn Hessinger   9/23/2011 11:57:21 PM
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Louis,

Reflecting on this a little more there are really kind of two issues here. 1.) really considering the feedback of a customer who had a very bad experience and was willing to give them details about it  2.) the poor customer service involved in not reaching out to this customer whether they intended to act upon the feedback or not. In this case, it's difficult to make much of a judgment on the first point but clearly on the second it was a huge missed opportunity.

louisw900
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Re: Lost Opportunity
louisw900   9/24/2011 12:29:16 AM
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@Shawn    Absolutely. This unfortunately happens far too often.  Customer feedback is the easiest form of clean data a company can accrue - yes sure the obvious issue of data input can cloud the picture, but on the face - the data is pure and genuine and for the most part ignored.

I am sure there are some companies out there that do an above average job of addressing this type of data. I think of Virgin Atlantic for instance, though I have no hard evidence, this company does seem to respond to customer feedback.

But these types of companies are for the most part very rare and most often the exception to the rule.


Michelle
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Re: One positive thing
Michelle   9/26/2011 10:34:44 PM
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I wonder if there was chaos in the call center with all the changes. Maybe the reps knew of upcoming changes, maybe they didn't. Either way it sounds like an awful way to send the evening.

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