Enterprise Feedback Management

Better Customer Insight Equals Better Interaction

Bart De Moor – QuestBack Belgium

Increase customer retention withEnterprise Feedback Management

About QuestBack

Strong, profitable growth since

foundation in 2000

Offices throughout Western Europe

along with USA, Canada and South

Africa

3000 customers in more than 50

countries

Enterprise Feedback Management

Enterprise Feedback Management (EFM)

What is it?

A systematic, organization-wide approach to handle customer feedback

Value for your customers: Individual needs are met. Higher level of relevance and timeliness in interactions.

Value for your company: EFM increases customer satisfaction, loyalty and advocacy

Sound complicated? It’s not…


Managing feedback the traditional way…Organizations Ask, But They Don’t Act

Typical approach: annual customer satisfaction survey:

According to Gartner, 95% of all organizations collect feedback regularly from their customers, but only 10% of those actually act upon it.

Ask Act


Moving forward

This trad. approach to feedback is a “postmortem” activity

Move your recurring customer surveys online and seize control of the process

Increase frequency (semiannually or quarterly)

Reduce complexity (short and relevant)

Capture and track key metrics (e.g. Customer Satisfaction Index)

Key value driver: ability to improve your processes

ROI timeline: mid/long term effect


Two additional factors that completes your approach

Combine your long-term postmortem tracking with:

– Event Driven Feedback

and

– Ability to Act


Ability to ActDon’t ask if you’re unable to act

“Use the data, or don’t bother surveying the customer” Gartner, May 2009


Dialogue (one-to-one/one-to-many)

Follow-up questions (one-to-one/one-to-many)

Automated responses

Automated marketing message (eNewsletter)

Automatically notify/alert team members

Ability to Act Unique act functionality


Gather feedback from customer lifecycle events (e.g. a support interaction). Automatically triggers act functionality

eNewsletter tailored to customers’ needs

Internal notification to Key Account Manager (KAM)

KAM email or call-back to customer

Positive customer experience resulting in increased customer satisfaction

Ability to Act An example

“Automated email alerts work” Gartner, May 2009


Your ability to ACT! is essential to get a high ROI

ROI from:

– Increased customer satisfaction/loyalty

– Timely: address problems immediately

– Targeted: solve individual and/or group issues

– Strategic: act on the most important issues

– Effective resource delegation

Increase revenues

– Higher customer retention / lower churn

– Referrals and recommendations

– Seize add-on sales opportunities


EFM Case StudyAmerican Institute For Foreign Study (AIFS)- a pioneer in the world of college-level study abroad programs in the 1960sand now the established leader with over $200 million in annual revenue

In an extremely difficult business environment, AIFS has succeeded in creatively using customer feedback to drive growth and profitability in the loyalty-based segment of its international education business. QuestBack has been used to drive a greater number of referrals from the population of highly satisfied past participants from AIFS’s programs.

Leads from referrals are up 30% over last year Leads from new loyalty-driven Web 2.0

activities increased by 50% Conversion rate of referral leads increased to

almost 40% Marketing costs have declined 8%


ROI“It’s difficult to put exact numbers to the ROI calculation, but it’s safe to say that it has been very high for us – and we are just getting started. The activities that have been directly enabled and facilitated by our use of QuestBack have largely driven our growth this year.”

Mike DiMauro, Sr. VP of Marketing, AIFS


Listen to your customers

Grow your revenues

Please visit: www.QuestBack.com

Enterprise Feedback Management

Business

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