• Home
  • About Us
  • Contact Us
  • Privacy Policy
  • Special Offers
Business Intelligence Info
  • Business Intelligence
    • BI News and Info
    • Big Data
    • Mobile and Cloud
    • Self-Service BI
  • CRM
    • CRM News and Info
    • InfusionSoft
    • Microsoft Dynamics CRM
    • NetSuite
    • OnContact
    • Salesforce
    • Workbooks
  • Data Mining
    • Pentaho
    • Sisense
    • Tableau
    • TIBCO Spotfire
  • Data Warehousing
    • DWH News and Info
    • IBM DB2
    • Microsoft SQL Server
    • Oracle
    • Teradata
  • Predictive Analytics
    • FICO
    • KNIME
    • Mathematica
    • Matlab
    • Minitab
    • RapidMiner
    • Revolution
    • SAP
    • SAS/SPSS
  • Humor

Rethink Marketing Podcast: Acting On Customer Feedback

January 19, 2019   CRM News and Info
2018 AO RethinkMktgPodcast Featured Moore Rethink Marketing Podcast: Acting On Customer Feedback

In this Rethink Marketing podcast, Sarah Moore, Act-On’s senior customer marketing manager, offers actionable tips for acting on the customer feedback you’re receiving, both good and bad.

Most companies claim to be customer-centric. But to be truly customer-centric means soliciting from your customers, listening to that feedback, and then acting on it in some meaningful way. That is incredibly hard to do, and requires the buy-in from the entire organization.

Every experience from every interaction between your company and your customers matters. So what are you doing to make it a positive experience?

In our interview, Sarah discusses the value of relationships with our customers, ways to solicit feedback from customers, as well as ways to take action on that feedback. She also talks about how you can use marketing automation platforms, like Act-On, to activate and close the customer feedback loop.

Welcome to the podcast, can you tell me more about what you do at Act-On?

I manage Act-On’s Customer Marketing, which means I get to communicate with customers every day, nurture those relationships, listen for and solicit feedback and identify our most enthusiastic advocates.

Can you tell us about the value of relationships with our current customers?

Developing and nurturing relationships with customers is fundamental to creating customer loyalty. Customers, myself included, want to feel valued, heard and prioritized. The more we can connect with customers in real-time and respond to their needs, the better.

It takes effort to earn customer loyalty and is easy to lose if you’re not careful. But, if you have earned a customer’s loyalty and make a mistake, they are much more likely to forgive. So get to know them and solicit their feedback regularly and at key points in their customer journey.

Can you level set me on what is NPS and what the scores mean?

NPS stands for Net Promoter Score and is a management tool that can be used to gauge the loyalty of a company’s customer relationships.

It measures customer perception based on one simple question:
How likely is it that you would recommend Act-ON to a friend or colleague?

Respondents give a rating between 0 (not at all likely) and 10 (extremely likely) and, depending on their response, customers fall into one of 3 categories to establish an NPS score:

  • Promoters respond with a score of 9 or 10 and are typically loyal and enthusiastic customers.
  • Passives respond with a score of 7 or 8. They are satisfied with your service but not happy enough to be considered promoters.
  • Detractors respond with a score of 0 to 6. These are unhappy customers who are unlikely to buy from you again, and may even discourage others from buying from you.
    To calculate your NPS score -you subtract the percentage of Detractors from the percentage of Promoters.

What are some ways to solicit feedback from customers, and how should we listen to take action?

Opportunities to connect and gather feedback abound. Be sure you’re actively listening and soliciting feedback. Here are some ways to get feedback from your community: 

  • User communities
  • NPS surveys
  • Social media
  • Frontline customer support
  • Account management/customer success
  • User groups
  • Customer advisory board

What is the role of marketing automation and NPS tools?

It’s what you do with the feedback that matters most. Most important is to get the feedback into the hands of the people at your organization that can act on this intelligence

Taking action – Value of responding in a personal, high-touch way; what are you going to do with the feedback? Use tools and automation for convenience and to respond quickly but don’t take the human out of the equation; know when to reach out 1:1

    1. Identifying and activating advocates
    2. Understanding what would improve the experience of passives
    3. Addressing concerns of detractors; enable customer service to rescue a customer who’s at risk of churning.
    4. Determine the most appropriate people in your org to take action and respond

Segmentation and personalization

Marketing Automation allows you to deliver the right message to the right person at the right time.

  • Marketing Automation allows you to segment your customers based on their feedback and nurture them with automated programs geared towards their needs
  • Nurture tracks/drip programs
  • Specific campaigns
  • Specific outreach from the most appropriate teams/team members
  • Automated workflows and personal responses; use automation to touch everyone but know when a 1:1 personal interaction or follow-up to the automation is best

Let’s block ads! (Why?)

Act-On Blog

Acting, customer, Feedback, Marketing, Podcast, rethink
  • Recent Posts

    • Accelerate Your Data Strategies and Investments to Stay Competitive in the Banking Sector
    • SQL Server Security – Fixed server and database roles
    • Teradata Named a Leader in Cloud Data Warehouse Evaluation by Independent Research Firm
    • Derivative of a norm
    • TODAY’S OPEN THREAD
  • Categories

  • Archives

    • April 2021
    • March 2021
    • February 2021
    • January 2021
    • December 2020
    • November 2020
    • October 2020
    • September 2020
    • August 2020
    • July 2020
    • June 2020
    • May 2020
    • April 2020
    • March 2020
    • February 2020
    • January 2020
    • December 2019
    • November 2019
    • October 2019
    • September 2019
    • August 2019
    • July 2019
    • June 2019
    • May 2019
    • April 2019
    • March 2019
    • February 2019
    • January 2019
    • December 2018
    • November 2018
    • October 2018
    • September 2018
    • August 2018
    • July 2018
    • June 2018
    • May 2018
    • April 2018
    • March 2018
    • February 2018
    • January 2018
    • December 2017
    • November 2017
    • October 2017
    • September 2017
    • August 2017
    • July 2017
    • June 2017
    • May 2017
    • April 2017
    • March 2017
    • February 2017
    • January 2017
    • December 2016
    • November 2016
    • October 2016
    • September 2016
    • August 2016
    • July 2016
    • June 2016
    • May 2016
    • April 2016
    • March 2016
    • February 2016
    • January 2016
    • December 2015
    • November 2015
    • October 2015
    • September 2015
    • August 2015
    • July 2015
    • June 2015
    • May 2015
    • April 2015
    • March 2015
    • February 2015
    • January 2015
    • December 2014
    • November 2014
© 2021 Business Intelligence Info
Power BI Training | G Com Solutions Limited