You’ve heard it time and time again: Customer service can make or break a company’s reputation. Case in point: Zappos is renowned for their excellent customer service.
And at the opposite end of the spectrum? Comcast, who’s at it again—this time by accidentally revealing some of the not-so-nice nicknames they came up with for their least favorite customers.
That’s why companies (wisely) turn to outside training companies to help their employees improve their customer service skills.
One such training company is Impact Learning Systems, which specializes in call center training, tech support, and field service training programs. The use of surveys and the resulting data are a huge part of their arsenal. Impact relies extensively on surveys to diagnose any weaknesses in the customer service teams they’re training—and help them make targeted improvements.
For example, prior to a client going through Impact’s training program, the Impact team will look at the company’s key metrics, such as their overall customer satisfaction scores and Net Promoter® Score (NPS) to pinpoint where a service team is doing well (and not so well). And after the training, Impact will again measure these scores to see if there’s been a positive uptick in key metric survey responses based on the training they provided.
This not only helps the customer service teams they train, but it also helps Impact measure the effectiveness of their training programs. And Impact sees a 10% improvement in key customer service and satisfaction metrics for the majority of their clients.
But recently, the marketing team at Impact decided to use surveys in a new way: To connect their clients with each other so that their clients could learn best practices and gain new ideas from their peers. Impact’s clients were often asking for more ways to drive customer loyalty, and instead of coming out with another white paper or blog post on the topic, the Impact team thought it would be interesting to let their clients learn from each other. So they created a survey to do it. Here’s how it worked.
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The Customer Loyalty Month survey
Customer loyalty goes hand-in-hand with key metrics such as customer satisfaction, and it’s the main question in the NPS survey. To help their clients learn new ways for improving customer loyalty, the Impact team decided to time the launch of their survey during International Customer Loyalty Month (April). The marketing team came up with five questions for the customer loyalty survey and sent it out to current clients, past clients, and prospects. Here’s the customer loyalty survey example:
- How do you know you are meeting your customers’ expectations?
- What is your best method for reaching out to a lapsed customer?
- What is your best method for rewarding loyal customers?
- What does your company do to keep in touch with customers once ‘business hours’ are closed?
- Please place the following in order of importance, with 1 being the most important and 5 being the least important. When needing customer assistance, your loyal customers prefer:
- Phone conversation
- Email transaction
- Live Chat
- Fill in ________
More than 300 respondents took the survey. The Impact team tallied up the results, graphed them, and created a one-sheet page that they sent to all survey respondents.
Survey results? Engaged, connected clients
The Customer Loyalty Month survey was resoundingly successful. Respondents appreciated seeing what others in the customer service industry were doing, and it helped them learn how customer loyalty programs actually work in practice, and not just in theory. According to Jodi Beuder, Director of Marketing at Impact Learning Systems:
The survey was really eye-opening for our clients and prospects. We received positive feedback, and people who downloaded the survey results were so happy to see ‘real-world’ practices used to drive customer loyalty. We found that this survey method received far more attention than blogs and white paper downloads that we have published on this very topic. People ultimately want to see what others are doing, so using surveys to share idea amongst companies is a really powerful tool to do that.
Of the respondents who took the survey, 71% downloaded the survey results. Additionally, the results were shared dozens of times through social media, email, and direct consumer communications, and the Impact marketing team used the results to drive future content topics on their website.
Many thanks to Impact Learning Systems for sharing their story with us. Got your own survey success story to tell? Get in touch with us today, or give us a shout in the Comments below!