Customer loyalty issue prioritizer
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Question - I have a whole pile of results from my customer satisfaction survey. Now what do I do?
Answer - the issues must be prioritised, so that you address the issues that are the cheapest and fastest to resolve, and have the most impact.
Key actions points
It is difficult enough to run a customer satisfaction and loyalty survey, although we ensure that it is faster, cheaper and easier than ever before.
However, the real problems start after you get the results – typically a set of averages that decline from relatively good to relatively poor.
What do you do with this lot?
First of all, they are boring. There is usually nothing that leaps out at you to say “if you fix this, you will increase your sales/profits by x%”.
Secondly, doing anything about the results is probably going to cost you money, not least by distracting you from the task of making more sales and profits through your regular activities.
But, if you do nothing, you will really irritate your customers.
So, we have developed a tool to prioritise the issues.
The tool asks for a rating on some simple, but telling, criteria:
is the problem easy to solve? You would be surprised how often issues raised by customers have already been resolved. Fixing some problems costs you no more than telling the customer that you have fixed it. That’s easy, isn’t it?
is the problem quick to solve? Most of the cost and frustration of fixing problems is in trying to fix complex problems. So, look at which of the issues raised are quickly resolved
is the problem cheap to solve? If you can solve a problem quickly, easily and cheaply, then why wouldn’t you?
how important is the problem? This question relates to more complex problems. The more a problem puts significant amounts of your business at risk, the more it needs to be solved. We use statistical correlation here. Customers are excellent at knowing what they like and dislike, but terrible at knowing what is important to them. So it is critical to use inferred, not stated, importance scoring
how much business is at risk? We answer this question by knowing how much each customer is worth to you, and then whether they are concerned about that particular issue
In prioritising the results, you would focus on two groups of issues:
- those that are easy, quick and cheap to resolve – don’t waste time discussing these issues, just fix them
- those that put the greatest amount of your business at risk – you can then trade off the risk to your business against the likely investment to solve the problem
Click here for free tools and know-how materials from the Mud Valley™ strategy & brand marketing community.
For further information, please contact us by telephone at:
- Belgium tel: +32 (0)2 747 0945
- France tel: +33 (0)1 76 63 74 09
- UK tel: +44 (0)208 099 7385
or by e-mail at enquiries@mudvalley.co.uk.
© 2005, Mud Valley ™ brand marketing community.
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