Ever wondered how successful customer feedback and action programs differ from unsuccessful programs? We did. So we asked 80 organizations, operating at various levels of success, what they were doing.

1. The 9 Secrets of Successful Customer Feedback
and Action Programs
Ever wondered how successful customer feedback and
action programs differ from unsuccessful programs? We
did. So we asked 80 organizations, operating at various
levels of success, what they were doing.
Do you have a question need answered. Let us know on
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2. Agenda
• Review of Method
• Respondent Profile
• Findings
• Barriers to More Effective Customer Feedback Success
• What has Driven Success in Respondent Programs?
• If You Could Do Anything What Would You Do?
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3. Review of Method
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• We asked 80 respondents to participate in this research
providing their input as to what has worked, and not worked, in
their customer feedback and action programs.
• Respondents provided their feedback via a web survey that was
19 questions long.
After providing some broad firmographic and job role
information, respondents were asked which of a range of survey
attributes where instrumental in their perceived success and/or
lack of success in the customer feedback and action process.

4. Respondent Profile
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• Respondents were drawn from a variety of organisations and
functional areas within the organisation.
• We had respondents from varying:
– Roles
– Business Types
– Business Sizes

5. Respondent Profile
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6. Findings
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• After analysing the responses from 80 participants we identified
the following 9 Key Takeaways for organisations wanting to
maximise the success of their process.

7. Findings
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1. Engage All Staff in the Customer Feedback Process
If you engage all staff in the customer feedback process you
will likely be more successful than if you manage it by one
person or a small team.
Takeaway: Strategize how you are going to get everyone
in the organisation engaged in the customer
feedback process and make sure that it is not
seen as any one person, or team’s, role to
action customer feedback.
Resources: See these resources for practical advice to achieve this outcome:
• 5 Ways to Drive Employee Engagement with Net Promoter®
• Net Promoter® Organisational Change Management Done Right
• New Research: Involving All Staff in the Customer Feedback Process

8. Findings
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2. Re-invigorate Your Program After the First Year
After a year of operation, improvement in the customer
feedback process flatlines, and may even fall in years three to
five. You will need to do something to kick-start improvement
again.
Takeaway: Be ready to reinvigorate the program 12
months after launch to carry it to the next
level of success.

9. Findings
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3. If you are a Feedback Specialist you Probably Wear Rose
Coloured Glasses
Customer feedback specialists need to understand that not
everyone has their innate belief in the process. Some will need
to be convinced using dollars and cents.
Takeaway: If you are a customer feedback specialist you
need to know that people in general business
roles are more sceptical of the success of the
customer feedback program than you. You
need to collect and document clear evidence
of success to convince them of the long term
value of the process.

10. Findings
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4. Ensure that you Implement Service Recovery to
Maximise Success
The service recovery process has positive impacts in many
areas of customer feedback success and organisations that
implement it have significantly better customer feedback
outcomes.
Takeaway 1: Make sure that you implement service recovery
for the customer feedback process.
Takeaway 2: Calculate the value of service recovery to
your business
Resources: See these resources for practical advice to achieve this outcome:
• Practical advice for best practice Service Recovery
• How To Design A Customer Feedback Recovery Process

11. Findings
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5. Add Customer Feedback to regular management meeting
agendas
If you’re not talking about it regularly you will not be as
successful.
Takeaway: Add customer feedback as a regular agenda item
in regular management meetings.
Resources: See these resources for practical advice to achieve this outcome:
• Using 5 Whys Root Cause Analysis on Customer Feedback
• How to Apply the 5 Whys Process [Video]

12. Findings
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6. Make sure you report customer feedback data at least
every month
Companies that report on this data on a monthly basis have
significantly better outcomes.
Takeaway: Report as often as you like on customer
feedback data but do it at least every month

13. Findings
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7. Management needs to be committed to the process and
you need to help
Yes, management need to be committed to the process but
often the business needs to be clearer about the benefits in
terms that are important to management.
Takeaway: If you want management to be more committed
you need to report customer feedback results in
ways they care about: revenue and profit.

14. Findings
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8. Spend more time understanding what drives our output
score, e.g. NPS.
Knowing your output score (NPS, CES, Customer Satisfaction,
etc.) is not nearly as important as know what drives change in
that score.
Takeaway: In survey design: begin with the end in mind.
Understand exactly how you are going to
analyse a question when you put it in the survey.

15. Findings
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9. Find and Apply Quality System Methods
It is clear from the respondents that applying quality system
approaches to customer feedback information helps to drive
change within the organisation and improve the overall
customer feedback process.
Takeaway: Use simple, or more complex, quality systems
such as Lean, 6 Sigma, etc., to derive maximum
value from the customer feedback you collect.
Resources: See these resources for practical advice to achieve this outcome:
• Using 5 Whys Root Cause Analysis on Customer Feedback
• How to Apply the 5 Whys Process [Video]

16. Barriers to More Effective Customer Feedback Success
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• Having identified what some of the attributes that surround a
successful customer feedback process we wanted to know what
is stopping organisations from being more successful; what do
people consider the barriers to more effective customer
feedback success?
• So we asked a simple question:
“What is preventing you from being more successful?”

17. Barriers to More Effective Customer Feedback Success
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18. Barriers to More Effective Customer Feedback Success
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• The 3 most common responses to this question were:
– We need to more fully engage staff in the customer feedback
process.
– Management needs to be more committed to the process.
– We need to better understand what drives our output score, e.g.
NPS.
“What is preventing you from being more successful?”

19. What has driven success in respondent programs?
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• We also wanted to know what was driving success in customer
feedback programs.
• So we asked an open ended question and then tagged each of
the responses:
“What are one or two key ideas or areas that you believe
underpin any success that you have had?

20. What has driven success in respondent programs?
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21. What has driven success in respondent programs?
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• The 3 most common responses to this question were:
– Management engagement and commitment
– Staff engagement and commitment
– Quality system methods
“What are one or two key ideas or areas that you believe underpin
any success that you have had?

22. If you could do anything what would you do?
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• Near the end of the survey we asked the following question:
“If cost were not an object, what are the two (or more) areas of
your customer feedback program you would like to change?”

23. If you could do anything what would you do?
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24. What has driven success in respondent programs?
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• The 3 most common responses to this question were:
– Collect more data, metrics
– Perform more data analysis
– Greater Engagement and communication with company
“If cost were not an object, what are the two (or more) areas of
your customer feedback program you would like to change?”

25. About Genroe
• Headquartered in Sydney, Australia, Genroe has been a driving force in helping companies
better understand and generate higher value from their existing customers since 2002.
Banks, insurance companies, IT companies and others used Genroe’s wide customer
management services and tools to maximize customer profitability and revenue potential.
Our core deliverables are in the area of customer feedback management and customer
experience management.
• Our Customer Experience Management Services
– Customer Experience Management implementation
– Customer Retention consulting
– Product and service bundling
– Customer Loyalty Program Health check
– Creating a customer centric culture
• Our Customer Feedback Management services
– Customer feedback Services
– Net Promoter Score Practice
– B2B Customer Feedback
– Lost sale feedback and action plan
• Customer Testimonials
To hear first-hand what our customers value most in our services you can review
our extensive list of customer testimonials.
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26. Contact Genroe
• We run projects across Australia, New Zealand and South East Asia. Below are our contact
details. Please feel free to contact us at any time.
Phone: 02 9191 4700
+61 2 9191 4700
Email: info@genroe.com.au
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