Technology + CRM + Data + Analysis + Real-time = Insight and a replacement to focus groups

We think they are onto something here and delighted to be able to complete their on-line focus with the equally powerful off-line focus, where the same data and analysis can be done in real-time at point of experience.

“Focus groups attempt to simulate a genuine experience and gain feedback on what the customer potentially thinks.”

Focus groups have a purpose BUT are ultimately limited in their use. It’s always better to be able to use real customers, in location, in consideration or at point of purchase and KNOW what they are thinking.

“For Restaurateurs, Must-Have Smartphone-Based Technology Boosts Guest Engagement, Marketing.”

We keep company with OLO and Foursquare, so are very flattered.

We should point out here that in fact OPINIATOR does not just work on smartphones as this would not cover 100% of the business customer base. Rather, we work on any phone or any web enabled device so the customer gives feedback using a device he is familiar with. Moreover we allow feedback in any language, and any input the customer is comfortable with. These include SMS, Web and Voice.

The full article can be read here.

Best-In-Class achieved this through the implementation of FIVE key practices with their ‘Voice of the Customer’ efforts:

1) Automated alerts to notify customer facing functions of a poor customer experience (note – our system has this feature). See the chart below, a massive increase in customer satisfaction ratings:

Alerts are critical to increase the business chance of customer salvage before they complain elsewhere to everyone!

2) Employee Compensation in front line positions is tied to Voice of the Customer Metrics – no surprises here.

3) Playbooks to stream the reaction to negative customer feedback – I should think so

4) Live Chat

5) Workflow Automation

If you are thinking about a technology for voice of the customer, then look at OPINIATOR’s real-time alerts and our ability to reach the right staff immediately.

We know from an study by Gartner in 2007 that while 95% of corporate US engages in some form of customer feedback, only 10% actually take action it. We also now know that too many businesses are developing a listening capability to review and act on social media comments, albeit ineffectively (see previous blog on this) Now we find through a study by Chadwick Martin Bailey and iModerate that:

• Negative reviews are only responded to 35% of the time – the rest of the time the customer receives NO RESPONSE
• Of the 35% that did get responses , customers were dissatisfied 26% of the time
• 27% of consumers respond to customer surveys
• 57% of these do it to share a good experience
• 35% do it to complain
• They respond because “they feel it is part of their job as a consumer”, and to “help improve the company”.

Not surprisingly, and armed with this data the report concludes that:

“Most companies asking customers about a recent experience don’t take advantage of this opportunity to turn a service failure around. Closing the door before closing the loop is a big missed opportunity.”

Ask the question, let them answer, act on the response and close the loop….please.

Great interview and interesting discussion. You can listen to it all here. For access to their previous shows go to the archive.

Iveycare has chosen Opiniator to provide it’s ‘CareResponse‘ in clinic patient feedback system as part of the new healthcare offering.

The full portfolio consists of :

CareBoards -  Custom in-room communication centers—featuring magnetic, inter-changeable dry erase surfaces with your custom hospital graphics

CareSense - Sensory improvement products such as sound-minimizing panels, calming lighting plans and anti-bacterial finishes

CareResponse -  Mobile, online survey system provides real-time feedback of care from patients, family and visitors as well as staff.

• Patient Experience management
• Strategic Marketing consulting
• Boomer and Senior expertise

We are looking forward to working with the team.

The article is a nice reminder that whilst customer feedback can provide great value, there is a big exposure to the brand if used improperly.

Survey fatigue results from over-surveying. When someone who recently completed a survey from a particular organization is inundated with invitations to complete other surveys, they feel tired, or “fatigued” when it comes to taking surveys. There are three major exposures:

1. Lower response rates
2. Lower quality data
3. Brand impact – once someone forms an opinion that your organization doesn’t respect him/her because of over-surveying, it is very difficult to restore your image

The phenomena is well known yet we seem to face more requests every week, and we remain unconvinced that even if opinions are given, the business changes anything as a result.

Better to provide a way for the request for feedback to be:

• Always on – make it convenient for the customer
• Self selected – let the customers choose to supply their feedback or not
• Short and easy – no fatigue, just a mild work-out!

Follow the above for higher engagement, and turn FATigue into INTRigue.

A nice, brief article  claiming the virtues of this type of technology relative to the paper based system employed by many restaurants – but flawed in it’s conclusions hence was compelled to write back – The main counter-points are below:

We do agree that the only feedback that is of any value is that which is at point of experience. QR codes could be a way to get feedback BUT:

Check the quote below:

“But nearly half of companies surveyed think their customers don’t comment or complain about their products and services online, and almost a quarter did not know whether their customers did so or not.”

You’re kidding right? The very same folk who think social media walks on water are the very same that are ignorant of its corrosive power - And this is what is scary. A couple of problems

Isn’t the trumpeted virtue of social media it’s intimacy…that the CEO is personally listening? What happens when this contract is broken by the business

Even assuming a comment has been published – what is the problem, what is the response? At best social media is unstructured froth from the few. Reacting to this may be appeasement but may also be foolhardy behavior – perhaps even solving the wrong problem.

Surely it’s better to ask more customers, at point of experience with integral analysis and alerts so the business can fix anything ‘live’