The Magazine Publisher's Secret To NPS

Transcription

1 Customerville PRO Resources Measuring customer experience is now part of the experience The Magazine Publisher's Secret To NPS PRO Guide Series

2 PRO Guide Series The Magazine Publisher's Secret to NPS Great enterprise feedback isn t just about collecting data. It s about engaging and connecting with customers so they want to give you more than just the bare minimum in feedback, then selling the story to the internal audience who needs to act on it. Welcome to the publishing business. Our recent meeting in Great Britain didn t start off like most meetings. We didn t fire up a Power- Point presentation or jump right into how much we love data although the latter was tempting. Instead, we walked into the office of that international industrial component distributor and scattered a huge collection of magazines across the table. The latest issue of O, The Oprah Magazine for those looking for some positive reinforcement was right there next to the most recent edition of The Economist for high-minded news junkies. There were copies of Architectural Digest for those who might be thinking about remodeling, and the latest issue of Sports Illustrated for competition fanatics. We had travel magazines, thick large-circulation fashion glossies like Vogue, and small-circulation publications like the global affairs magazine Monocle. There was something for everyone. Page 2

3 Customerville Live Dashboard Keeping reporting layouts constantly refreshed and enga ging is vitally important. Success doesn t mean presenting data; it means getting employees to constantly pay attention. Some features: Care & attention to the detail Eye-catching graphics Data presented in an easy way We asked the execs to rifle through the pile and pick out the magazine that was most interesting to them. Pretend you re going on vacation, we told them, and the only thing you re going to have to read on this vacation is one of these magazines no smartphone, no tablet, no laptop. As it turned out, this was a tantalizing prospect. We stepped out for a few moments to let the execs browse in peace, and when we came back, everybody was flipping through the pages of their different magazines. They were into it. in charge of these initiatives are the publishers of these stories. They have to think about how to get the information and how to present it, just as a magazine publisher would. Much as a magazine publisher sends writers out into the field to get a good story and bring it back to print, Net Promoter and VOC initiatives send out surveys to get the feedback story and bring it back to the company. This means that surveys have to make people want to tell that story. So what did those magazines have to do with customer experience and feedback? Good question. The execs were wondering the same thing. Here s what we told them: Voice of the Customer (VOC) and Net Promoter initiatives are not about data. Well, not just about data. They re about stories. We ll take it a step further and say they re about the stories that data tells you. The way we see it, the people Page 3

4 A Customerville Survey A great survey is like a great article. It explains the story" behind the questions and goals and humanizes employees who aim to achieve those goals. That gets more thoughtful engagement. Some features: A compelling story Engaging photos Asking the right questions Specific design & smart layout Think of how important it is for a magazine publisher to choose a good journalist. In order to get interviewees to really open up, journalists have to be charming and engaging, and they have to ask the right questions. Feedback surveys have to do that, too. They have to react appropriately to the story in this case, with different responses based on whether feedback is positive or negative and make customers feel like they re being heard. And it doesn t end there. We told the execs to consider how each magazine had a different consumer in mind. An enormous amount of thought, care and attention to detail went into making each page perfect for its particular audience. Writers and photographers were picked for their sensibilities. Photo editors, designers and story editors labored over making every page look, feel and read a certain way. Even the placement of ads was well thought out. Each magazine had a unique essence. The point we were making was that reporting feedback results to a company s own employees requires just as much attention to detail. After all, employees are the ones who would be using the feedback to better their customer service. They should be excited about it, too. That s why it s important to design dashboards and feedback reports to keep employees engaged. They need to have eye-catching graphics and specific audience-targeting methods on every page just as magazines do. No one wants to buy a poorly laid-out magazine. Why would employees want to deal with a poorly laid-out report? By putting that same amount of thought into how they share customer feedback, companies can get their employees excited about the results, too. Page 4

5 Video: Engaging Customers in Sharing Feedback Your CEM initiative requires healthy participation levels by your customers. Here's how we ensure this happens. Video Talk To An Expert In the research phase of your CEM project? Talk to an expert no pressure and no strings attached. USA Europe Webinar: The Surprising Cause of Survey Fatigue You hear the term "Survey Fatigue" a lot, but its root causes are actually poorly understood. Listen to a recorded webinar, which brings together concepts from design to research on Asperger's Syndrome. Webinar Customerville USA Seattle Tel. +1 (206) info-usa@customerville.com 6042 Seaview Avenue NW Suite #101 View on Google Maps