Check out the CX Leaders Advance website including up to date agenda at www.cxleadersadvance.com
HI Niyati, You have asked a great and very important question. Thanks!
In my experience, it's best to slow boat it a bit. A phone call out of the blue can put a detractor on the spot, making them clam up and feel uncomfortable. That's not what you want because the goal is to get to the bottom of things -- find out the specifics of what is going on between them and your company.
So, start with an email, asking for more information, and asking if they would be open to scheduling a phone call. Be as disarming and genuine in your messaging as you can. The person who makes that phone call needs to have distance, they can't be the same person the customer was working with, and ideally they are a true researcher trained in interview techniques. Also, ideally, permission is asked for the interview to be recorded. After the interview, the customer needs a follow-up email thanking them for sharing -- and perhaps additional follow-up that shows how their issues are being resolved. If this sounds like an ordeal, it really isn't. The process can be streamlined and efficient. The results can even be displayed on an interactive dashboard so that everyone is on the same page.
Hi @Martha Brooke, CCXP thanks for the great insight! I'm wondering if you can share any ideas on who should do these follow ups- i.e. is it CX/VoC folks, the sales/account managers, customer service, a combination? Also, do you have any suggestions on interview training/where to go/how to get it to make these conversations as valuable as possible. Thanks!
Hi Mallorie, I got many questions about this following our last B2B CX roundtable because Rob Markey clearly advocated for these follow-ups!
Your most robust data will come from interviewers who understand your company and the accounts but are not the face of those accounts. When customers are talking with an independent research division, they are much more likely to open up and tell you what they really think.
It's very important to schedule these interviews and not just call out of the blue. And be sure to ask compelling questions.
Examples of compelling questions are: Of course, every company could be improved, but what comes to mind right now as something that would improve Company123? Or, if you had to describe Company123 to a friend, what would you say? A great way to introduce these interviews is to tell the interviewee that you are interested in everything that they have to say about Company123 and the ABC industry.
Thanks for asking a great question and being part of our B2B CX community! Martha
Hi Niyati, I'd like to add a longer view to the recommendations already provided for short term follow-up.
Detractors might change their attitude about your brand based on conversation and remedies. However, most Detractors are bothered by systemic issues that keep popping up, eroding both trust and your likelihood of regaining that trust.Constructive criticism is an early warning signal to change systemic issues before it's too late. When your surveys include (1) an index question such as likely to recommend, (2) experience questions such as user-friendly, responsive, etc., and (3) comment opportunities, then you have what's needed to permanently prevent Detractors. (If your surveys do not include comments, then you can use data mining from your contact center recordings, social media, etc. If your surveys do not include experience questions, then you cannot conduct a correlation analysis, but what's broken is often obvious.)Prioritize action via correlation analysis. This identifies key drivers, such as responsiveness. Then categorize comment themes for each key driver and list the themes in a Pareto chart. This separates the Vital Few issues from the Useful Many. For each Vital Few issue, ask yourselves 5 times: "Why are we letting this symptom happen?". The 5th why is generally the true root cause.
For each root cause, plan a corresponding action to prevent its recurrence. Review your action plan progress in staff meetings to remove roadblocks.Communicate your plan and periodic progress to all customers. This method is called outer loop VoC. I've found that it is the greatest source of CX ROI.See more about this here: What is Outer Loop VoC?All the best,Lynn