#CX 70: The Role of Customer Feedback (and a Favor) w/ Ethan Beute

WEBVTT 1 00:00:05.919 --> 00:00:12.910 Customer feedback. Collecting customer feedback and using it well is one of two foundations 2 00:00:13.269 --> 00:00:17.469 for exceptional customer experience. If we're not doing this well, it is so 3 00:00:17.750 --> 00:00:22.739 difficult to create and deliver a better experience. It's also difficult to know that 4 00:00:22.980 --> 00:00:26.940 what we're trying is actually working, where we know what to really lean in 5 00:00:27.140 --> 00:00:31.460 on and double down on, versus what to scrap and try to fix again. 6 00:00:32.020 --> 00:00:36.130 The other foundation, by the way, is employee experience, employee engagement 7 00:00:36.170 --> 00:00:40.210 and, yes, employee feedback. My name is Ethan Butt I'm chief of 8 00:00:40.289 --> 00:00:45.329 angelist at Bombomb, coauthor of the best selling book rehumanize Your Business, host 9 00:00:45.530 --> 00:00:51.000 of the customer experience podcast and host of the CX series on btob growth, 10 00:00:51.240 --> 00:00:56.799 and I want your feedback. Email me, Ethan etch N at Bombombcom. 11 00:00:57.280 --> 00:01:00.119 Connect with me on linkedin again. My name is Ethan Butte. Last name 12 00:01:00.119 --> 00:01:04.829 is felled beute. I'm pretty sure I'm still the only Ethan Butte on Linkedin, 13 00:01:04.950 --> 00:01:08.230 so you can find me there, connect and message me, or you 14 00:01:08.310 --> 00:01:12.349 can reach out on your preferred podcast players. Subscribe, leave a rating, 15 00:01:12.709 --> 00:01:15.670 leave a review. It's so helpful, not just for other people. I 16 00:01:15.790 --> 00:01:19.780 know it helps improve the profile of the show, but it also helps me 17 00:01:21.260 --> 00:01:23.379 know what's working, know what's not, know what you want more of, 18 00:01:23.579 --> 00:01:26.579 know what you want less of. This is a really interesting format. So 19 00:01:27.260 --> 00:01:32.540 customer feedback. You are a customer of this show by virtue of the fact 20 00:01:32.540 --> 00:01:34.489 that you're listening to it, and I'd love your feedback. But customer feedback 21 00:01:34.569 --> 00:01:38.569 is a great place to start if you're listening to this show and other shows 22 00:01:38.689 --> 00:01:44.250 like it because you don't have a formal CX function in your organization or you 23 00:01:44.329 --> 00:01:48.840 don't have specific CX initiatives, or maybe you're in a role or a department 24 00:01:48.920 --> 00:01:53.359 that's somewhat adjacent to customer experience and some of the places it typically sprouts out 25 00:01:53.359 --> 00:01:57.560 of, which is typically customer success, and you want to learn more. 26 00:01:57.239 --> 00:02:01.989 One of the best places you can start in improving customer experience is with the 27 00:02:02.109 --> 00:02:07.590 customer feedback you already have. You already have what you need to get started 28 00:02:07.829 --> 00:02:10.789 on this journey and on this mission. You just need to collect it, 29 00:02:10.909 --> 00:02:16.939 maybe more effectively, certainly organize it more effectively, use it cross departmentally and 30 00:02:17.419 --> 00:02:23.139 make some specific actions and then watch for what happens as a result. Customer 31 00:02:23.259 --> 00:02:27.340 feedback is the way you're probably collecting customer feedback right now in a variety of 32 00:02:27.419 --> 00:02:31.370 ways. Obviously online reviews, that online ratings, right, but you also 33 00:02:31.449 --> 00:02:35.810 have some verbatims that might go with some of those surveys. You might have 34 00:02:36.050 --> 00:02:40.129 customer satisfaction surveys that go out after their interactions with your company or with your 35 00:02:40.169 --> 00:02:46.280 support team. You probably have an NPS initiative or net promoter score. Not 36 00:02:46.479 --> 00:02:49.280 only do you get these wars and you're able to do a lot with them 37 00:02:49.319 --> 00:02:53.840 quantitatively, for example, look at them by customer type or subscription type or 38 00:02:53.919 --> 00:02:58.159 industry or any of a variety of other factors. You can also look at 39 00:02:58.159 --> 00:03:00.629 the verbatim feedback, because that thing is structured in a great, great way 40 00:03:00.949 --> 00:03:04.669 on a scale of one to ten. How likely are you to recommend our 41 00:03:04.710 --> 00:03:07.830 product or service? And then why did you give us that number? The 42 00:03:07.949 --> 00:03:13.860 language people use to justify the number, their word choice, the tone, 43 00:03:14.060 --> 00:03:17.180 the feeling. It's really funny. A seven is a seven right. That's 44 00:03:17.219 --> 00:03:21.300 a passive, it's not a promoter, it's not a detractor, it's a 45 00:03:21.379 --> 00:03:24.620 passive. But that seven comment might make it really feel like a ten and 46 00:03:24.659 --> 00:03:27.610 you wonder, Gosh, why didn't they give us a nine or a ten. 47 00:03:27.689 --> 00:03:30.810 They seem to love X, Y or z about what we do or 48 00:03:30.849 --> 00:03:34.370 about us or about our team members, etc. Or that seven might actually 49 00:03:34.409 --> 00:03:38.169 feel more like a three or a four and it's like wow, I'm surprised 50 00:03:38.210 --> 00:03:42.520 that they didn't land in the detractor set because they seem very frustrated or very 51 00:03:42.599 --> 00:03:47.639 confused or very disappointed. Beyond this, you have social media commenting and reactions. 52 00:03:49.080 --> 00:03:52.719 You have unsolicited feedback that comes in by phone, by email and by 53 00:03:52.840 --> 00:03:57.509 other channels. You have anecdotal stories and evidence coming out of your customer facing 54 00:03:57.629 --> 00:04:00.310 teams. Some of that stuff is so valuable. Don't let it just be 55 00:04:00.590 --> 00:04:04.030 a quick mention in a slack channel, don't let it just be a passing 56 00:04:04.189 --> 00:04:09.629 comment on a zoom call. Collect it, organize it, make meaning out 57 00:04:09.669 --> 00:04:13.219 of it. Try to intersect it with, if product usage data or other 58 00:04:13.379 --> 00:04:16.779 sources of insights about your customers. What do they seem to feel, what 59 00:04:16.899 --> 00:04:19.819 do they seem to think? What are they saying? What are they doing? 60 00:04:20.300 --> 00:04:24.490 You have this available, put together across functional team. If it's too 61 00:04:24.529 --> 00:04:28.610 big for one person to do, make the bad good. Find Points of 62 00:04:28.730 --> 00:04:34.649 confusion, friction, frustration, cancelation, disappointment. And find those points and 63 00:04:34.970 --> 00:04:40.120 work to make those points better, make the good better. Things that are 64 00:04:40.160 --> 00:04:43.519 working, do more of them and again, keep an eye on those feedback 65 00:04:43.560 --> 00:04:46.680 channels to see what's working in what is and I know that's a little bit 66 00:04:46.720 --> 00:04:49.920 of a simplified approach, but I don't want people sitting on the sideline saying 67 00:04:50.240 --> 00:04:55.149 I know that customer experience is important. I'm just not sure where to start. 68 00:04:55.430 --> 00:04:58.870 You have what you need and we have these conversations all the time on 69 00:04:58.949 --> 00:05:01.230 the show. Here a a couple episodes that have already released that will help 70 00:05:01.269 --> 00:05:06.620 you. Episode Eighty one with Aaron Wike of gather up. Aaron provides very 71 00:05:06.660 --> 00:05:13.100 specific recommendations on how to collect customer feedback more effectively and what to do with 72 00:05:13.180 --> 00:05:15.740 it. In fact, that's what gather up helps companies do. And more 73 00:05:15.860 --> 00:05:21.089 recently just released episode ninety three with Joe Huber of sprout social. He's in 74 00:05:21.129 --> 00:05:25.769 a community building role, so of course he talks about what community is, 75 00:05:26.129 --> 00:05:30.810 how to build community, how to create conversations and how to close the loop 76 00:05:30.850 --> 00:05:34.170 internally. When we create community, we allow our customers not just to talk 77 00:05:34.250 --> 00:05:38.480 to us and for us to talk to our customers, but we also let 78 00:05:38.560 --> 00:05:42.959 customers talk to customers and we can learn from that as well, but we 79 00:05:43.079 --> 00:05:46.959 can only learn if we collect that and close the loop bring it back into 80 00:05:46.000 --> 00:05:50.949 the organization. So episodes eighty one and ninety three, or episodes you can 81 00:05:50.990 --> 00:05:55.949 listen to today, coming up very soon. Episode Ninety Nine, with Ian 82 00:05:55.949 --> 00:06:00.870 Luck of Customer Gage, we talk a lot about accounts, sentiment, monetized 83 00:06:00.990 --> 00:06:06.420 MPs and unsilowing data, unsilowing this feedback so that more people can do their 84 00:06:06.500 --> 00:06:12.779 work more effectively in creating and delivering better experiences for customers. And a few 85 00:06:12.860 --> 00:06:16.180 episodes after that, on episode one hundred four with Stacy Sherman of doing CX 86 00:06:16.220 --> 00:06:23.769 right, we have an extensive conversation that really blends customer experience and employee experience 87 00:06:23.930 --> 00:06:28.410 and employee engagement. And when we talk about feedback on that episode we talk 88 00:06:28.490 --> 00:06:32.439 about both customer feedback and employee feedback. We talk about collecting it and using 89 00:06:32.480 --> 00:06:39.079 it as we're developing or enhancing our products and services. We talk about closing 90 00:06:39.120 --> 00:06:43.199 the loop with the people who take care to give us their feedback, tell 91 00:06:43.319 --> 00:06:46.670 their stories, describe their experiences again, whether their employees or customers. We 92 00:06:46.790 --> 00:06:50.550 have to close that loop with them. Do we appreciate it? Are we 93 00:06:50.709 --> 00:06:55.629 doing something with it? What's the result of them giving their time and energy 94 00:06:55.949 --> 00:07:00.110 and taking the initiative to provide at feedback? And then how do we close 95 00:07:00.149 --> 00:07:04.060 that loop internally and externally? How do we let customers know what's going on 96 00:07:04.220 --> 00:07:10.459 internally and how do we let employees know what's going on externally? So customer 97 00:07:10.540 --> 00:07:16.050 feedback is obviously incredibly useful in the customer experience effort and as a customer of 98 00:07:16.209 --> 00:07:21.050 this podcast. First, thank you so much. I sincerely appreciate you listening 99 00:07:21.129 --> 00:07:25.490 to this episode. I want you to reach out to me, Ethan at 100 00:07:25.569 --> 00:07:31.279 Bombombcom, or reach out to me on Linkedin, Ethan Butt Etchn beute on 101 00:07:31.480 --> 00:07:36.040 Linkedin connect. Add a note to that connection request message me. What do 102 00:07:36.079 --> 00:07:40.120 you like? What do you dislike? What are some of your favorite episodes? 103 00:07:40.439 --> 00:07:43.480 What do you have questions about? How can I make this show more 104 00:07:43.600 --> 00:07:46.470 useful for you? And, of course, another way you can do that 105 00:07:46.550 --> 00:07:48.910 that's helpful for me, it's helpful for the show. It's helpful in improving 106 00:07:48.949 --> 00:07:55.029 the podcast is going out to your preferred player, subscribing to the show. 107 00:07:55.069 --> 00:07:59.379 If you're not subscribed already. Leave a rating in a review. The ratings 108 00:07:59.420 --> 00:08:03.740 are obviously very much appreciated and the review in particular adds that color. That 109 00:08:03.980 --> 00:08:09.579 is the verbatim feedback that goes along with the NPS score. Right. So, 110 00:08:09.699 --> 00:08:11.459 in addition to the star, give a little bit of context. If 111 00:08:11.579 --> 00:08:15.050 this is a five star show, why is it a five star show? 112 00:08:15.329 --> 00:08:18.009 If it's a three star show, why do you think it's a three star 113 00:08:18.170 --> 00:08:20.930 show? What do you want more of? What could be better? I 114 00:08:20.170 --> 00:08:24.290 want your feedback. I appreciate you so much and if you ever want to 115 00:08:24.329 --> 00:08:26.759 go deeper, if you want to see video clips, if you want to 116 00:08:26.759 --> 00:08:30.399 see short write ups, if you want links to some of the things we 117 00:08:30.600 --> 00:08:35.639 talked about in some of the episodes, you can always visit Bombombcom podcast, 118 00:08:35.799 --> 00:08:43.110 bomb bombcom slash podcast. There you have access to every episode and you can 119 00:08:43.190 --> 00:08:46.950 get to know the guests and the material a little bit better. Thanks so 120 00:08:48.070 --> 00:08:52.190 much for listening to the customer experience podcast or the CX series on be tob 121 00:08:52.350 --> 00:08:56.259 growth. I welcome your feedback and I hope you have a great day. 122 00:09:00.620 --> 00:09:03.899 For the longest time I was asking people to leave a review of B tob 123 00:09:03.980 --> 00:09:07.299 growth and apple podcasts, but I realize that was kind of stupid, because 124 00:09:07.340 --> 00:09:13.409 leaving a review is way harder than just leaving a simple rating. So I'm 125 00:09:13.409 --> 00:09:16.289 changing my tune a bit. Instead of asking you to leave a review, 126 00:09:16.690 --> 00:09:18.529 I'm just going to ask you to go to beby growth and apple podcasts, 127 00:09:18.850 --> 00:09:24.480 scroll down until you see the ratings and reviews section and just tap the number 128 00:09:24.519 --> 00:09:28.320 of stars you want to give us. No review necessary, super easy and 129 00:09:28.440 --> 00:09:31.120 I promise it will help us out a ton. If you want to copy 130 00:09:31.159 --> 00:09:35.679 on my book content base networking, just shoot me a text after you leave 131 00:09:35.720 --> 00:09:37.669 the rating and I'll send one your way. Text me at four, UN 132 00:09:37.789 --> 00:09:41.870 seven for and I know three, three, two, eight