Closed-loop customer experience management
So, you’ve introduced your customer experience program and are collecting and analyzing customer feedback; now it’s time to put it into action. Closed-loop follow-up is a great starting point. Closed-loop tools allow you to create follow-up tickets for customers who leave negative feedback.
Simply put, “closed-loop” refers to the ability to react directly to customer reviews.
While an unsatisfied customer may raise red flags, the most successful businesses see it as a potential to resolve the issue and keep consumers loyal. 70% of customers said they would do business with a company again if their grievance was handled properly the first time.
So, it’s a chance to show your consumer in a far more personal and intimate way that their input is valuable and that you care about the result.
It’s not always about attempting to prevent dissatisfied customers from becoming detractors; it’s also important to keep up with neutral customers and convert them into promoters.
Closed-loop marketing is also used to touch base with promoters, motivating them and encouraging them to discuss the service or product with a companion or attend a customer advocacy program.
How to Build A Closed Loop CX Management System?
- Ticketing – This is the reporting system in your mechanism that helps raise a request if you have an angry customer. You should be able to set threshold values, including a negative or neutral NPS score so that you can control the types of comments which are loaded into your closed-loop system.
- Case management system – this helps in tracking the ticket from start to finish and thus should enable you to assign tickets to the appropriate team members and track their progress. The best systems also let you set and track goals, such as requiring 85 percent of all grievances to be remedied within 24 hours, so you invariably know how your support team is doing.
It All Comes Down To Integration
Closed-loop must be fully integrated into all aspects of your program, either running on the same development tools as your feedback and analysis or easily transferring data back and forth between two.
You can use this to set up automatic notifications. When a customer gives a negative rating for something – say, a ‘6’ on your NPS survey – it automatically generates a ticket urging follow-up.
It also enables you to dive deep into a customer’s issue and undertake root cause analysis, as well as identify trends in customer feedback.
For example, you may notice that a certain demographic consistently generates a ticket. You can then investigate your data to determine why, assisting in the resolution of the issue and reducing the burden on your customer support team.
Importance of Closed-loop CX Management
According to PWC, 32% of consumers refuse to do business with a brand they adore after one negative experience, so failure to acknowledge the concerns raised can be a costly exercise. It is impossible to guarantee that every consumer experience will be extremely positive, but every company can control how it responds to negative feedback. Closing the feedback loop can help identify why a bad experience occurred and enable staff to resolve the problems so they don’t happen again. With an Accenture Strategy study showing that US brands lose approximately $1.6 trillion annually due to poor customer support, every effort must be made to turn drawbacks into positives.
Builds Relationships that last
It is definitely the right thing to do to respond to customer feedback. Closing the loop is an important step in making customers feel appreciated. They have taken the time to tell you about their experiences, whether unprompted or in response to a survey request, and the least you can do in exchange is let them know his\her opinion counts. This also allows your business to stand out from the pack. Customers recognize those who go above and beyond when most businesses fail to close the loop.
A Robust Ecosystem
Closing the loop entails more than just dealing with individual customer experiences. Creating systems and practices that best capture and process feedback assists businesses in refining their cumulative CX strategies, with the prospect of collaboration across a wide range of teams and departments. The customer experience cannot be entrusted to a single person or unit. It necessitates an all-of-the-company approach, from the CX team analyzing unified feedback to front-line employees sharing what they have managed to learn from trying to close the customer experience loop. The possibility for closed-loop CX to bring employees together for a common goal cannot be overstated.
Image and Reputation
Closed-loop CX can help prevent minor complaints from becoming major headaches. With modern tools like social media putting enormous control in the hands of customers, it is critical that brands do everything they can to alleviate customer questions and concerns before they feel compelled to publicly attack a company. Identifying negative experiences early on and ensuring that employees reach out to dissatisfied consumers can help a company maintain a good reputation and image. With the urgency of social networks, the window for mending a shattered customer relationship is shrinking, which is why every effort must be made to close the loop quickly.
The One Who Cares, Always Wins
“Customers don’t demand you to be perfect,” a smart man once said. When things go wrong, they assume you will fix them.” This concept is central to closed-loop CX management. Closing the feedback loop not only stands to benefit the customer involved, but it also facilitates a better experience for future customers and inspires pride in employees who appreciate being part of a company that not only seeks feedback but acts on it.
By closing the feedback loop, customers are capable of resolving their major challenges with staff who are trained for the conversation, causing them to feel more valued. The insights that those agents carry back to the company are also critical in helping the organization optimize its CX design for prospective customers.
As stated previously, feedback is meaningless unless it is followed up on. The decision to close the loop in real-time should be a priority for all businesses because it helps to create happier customers, increase revenue, and improve reputation. From measuring customer perceptions at all stages of the customer journey and making it as simple as possible for them all to offer constructive criticism to automating CX workflows and trying to report measurable goals and results to employees, the time to develop, deploy, or improve your own closed-loop customer experience must begin today.
Given the growing importance of CX across all industries, tap into a wealth of information from reliable sources to demonstrate why there has never been a better time to concentrate on customer experience – and how you can deliver it.
How Can Survey2Connect help?
Survey2Connect is used by some of the world’s most trusted companies and has successfully managed their customer experience efficiently over the past years.
Survey2Connect provides a one-stop solution for all your experience management needs. With S2C you find the right answers to take timely actions. Get in touch with us for a demo.
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