If you are reading this article, my guess is that you are already on board with customer feedback. You have recognised the value of having a strong feedback programme and you’re well aware of what it can do for your websites and mobile apps – as well as your brand as a whole. However, for you (and most other organisations), it’s not a question of whether you should start collecting and analysing customer feedback, but rather how to get your teams on board with the idea and contributing to the effort.
Here is our 3 step process for getting your team on board with customer feedback.
1. Organise a kickoff & invite all stakeholders
The purpose of the kickoff will be to introduce the idea of a feedback programme to everyone. During this meeting there are a few factors you will want to keep in mind…
Get all relevant stakeholders involved.
Whether the kick off is held in the same room or on a conference call, make sure that all (relevant) stakeholders are represented. Your list of attendees might include important stakeholders from: the marketing department, product department, sales department, development (e.g. UX designers), ecommerce managers, and more. This diversity in roles will not only provide several viewpoints that are unique to your own, but it can also spark inspiration for the feedback agenda as well as give you the opportunity to look beyond your own team and get more support internally.
Need some help convincing them? Here are some ways in which different roles can benefit from feedback.
Start from the very beginning.
If you are introducing the concept of customer feedback for the first time and you want to successfully persuade others to adopt it as a strategy, you should start your story from the beginning. Customer feedback isn’t just a feedback button on your website, it’s a strategy which takes some time and critical thinking. So explain all opportunities your new feedback programme will bring – from start to finish.
Assign subject matter experts.
Decentralising your feedback efforts is the best thing you can do. Try allocating team members to be ‘subject matter experts’, or team leads who will manage all feedback designated to their department. For example, for all feedback related to pricing, allocate one person from your sales team to the project. Assigning a team lead will give your programme structure as well as help you spread out the responsibility evenly.
2. Come up with a game plan
Next is to come up with a game plan for your feedback programme.
Think big but start small.
Fight the urge to collect feedback everywhere all at once. Try outlining one or two online processes that you want to collect feedback in and start with those. You can gain a lot of knowledge based on these insights (and relatively quickly). So start by making small improvements and monitoring their impact on your metrics. Once you’ve mastered that, you’re ready to move on to more complex processes.
Organise weekly (interdepartmental) meetings.
This can be really helpful for brainstorming ideas as well as keeping departments informed of the latest developments within your programme. It also enables organisations in closing feedback loops, meaning feedback is collected, analysed and acted upon in a timely manner.
Daily or (at the very least) weekly meetings can help keep everyone informed of what other departments are working on. Discussions of larger company goals during these meetings can also help managers decide how to best share work among departments – which gives employees unique opportunities to collaborate.Trello
For example, let’s say one of your organisation-wide, online goals is to increase Net Promoter Score (NPS), then it may be helpful to sit down with the teams and run through how this can be achieved on the digital front. Start by identifying where your NPS is low (e.g. which funnels and which customer segments are involved). Then determine which aspects of the website can be optimised as well as which stakeholders should be involved in those particular optimisation activities. This will help you come up with a good plan of approach.
Alternatively, you can add these discussions to your weekly scrums or team meetings already in place. Make it a topic you discuss every week even if its for a few minutes to highlight any urgent issues.
3. Start prioritising results
With feedback evenly distributed among departments, it’s time to start prioritising that feedback. Start thinking about which areas of your website are most important to your organisation and how you are going to measure their performance. For example, for a governmental agency that may be website content or the performance of forms on the website, whereas for an ecommerce business the focus is more heavily placed on sales funnels and the shopping cart.
Monitor your results and KPIs closely
If you’re looking to prioritise your feedback results it helps to keep a close eye on your KPIs. Top KPIs in digital feedback programmes often include: Net Promoter Score (NPS), Customer Satisfaction (CSAT), Customer Effort Score (CES) and Goal Completion Rate (GCR). This can be done daily, weekly or monthly (on whichever basis you prefer) and will help you understand trends on your website as well as identify issues which can then be rectified quite quickly.
For example, if see that your NPS is decreasing, you might make it a priority to understand why this is happening, which customers are submitting the lower scores and/or maybe even check if there are open comments associated with the scores that will provide you with more insight and explanation. Additionally, you can monitor the number of bugs being reported (Is this less than the month before? Then you’re doing something right) or look into the number of customer complaints being submitted and if this number is on the rise, you can act accordingly.
Keep communications tight.
Communications are as important now as they were in the initial stages of your feedback programme. So be sure you are continuously sharing important feedback information within your own department as well as organisation-wide.
Make divisions share data with one another so people understand how each division is performing, what customer or external stakeholder complaints are, and where there is room for improvement.John Kotter, Forbes
Focus on opportunity.
Lastly, it’s important to keep your teams focused on opportunity. You are all working towards a common goal and that is to provide an optimal customer experience that will satisfy your customers. As explained by Beyond Philosophy, help the different departments understand how they can make the organisation better and more powerful – by doing their part.
Ready to get started?
As you can see, between strategy and the right amount of teamwork, coming up with a winning game plan for your feedback programme takes time. But if you stick with it the results will speak for themselves and open doors to new opportunities.
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