Joe Stanganelli

CRM Analytics Takes More Than Analytics

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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 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.

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.

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