Published on March 6, 2014
THEY’RE SAYING WHAT ABOUT WHO? Because What You Don’t Know Can Hurt You! Customer Engagement in the Digital Age Presented by Jodi Rudick, ADvisors Marketing Group Complete handouts and additional workshop resources can be accessed at Jodi’s blog: littleredsbigideas.typepad.com
WHY DO WE NEED CUSTOMER FEEDBACK?
WHY DO WE NEED CUSTOMER FEEDBACK?
CUSTOMER COMPLAINTS – IS IT PERSONAL? DISCUSS WITH A PARTNER When was the last time a customer complained to you? How do you REALLY feel when a customer complains? What did you do about it?
DEVELOPING A CUSTOMER FEEDBACK SYSTEM Cultural Shift Commit to Customer Feedback Highly Valued Determine information/opinions needed Keep your team informed and part of the process. Allow team members to organize feedback Who’s responsible for what? Expectations Pre-determine how results will be used Don’t use methods customers hate to use Mail Face-to-face Phone Email Mobile Web-based Social media Town Hall Meetings Publicize your goals, objectives and intentions How does your agency listen? How do you gather and monitor customer feedback?
WHAT DO YOU WANT/NEED TO KNOW?
WHAT DO YOU NEED TO KNOW? COMMON PARK AND RECREATION SURVEYS Who Demographics Age Gender Education Military Service Family Make-up Generational Is making buying decisions? When? Where? Why? How? Feedback Events Customer Service Marketing Communications Conference Classes Programs Policies Sponsorship Effectiveness Economic Impact Employee Engagement Volunteer Organization Environmental Issues Customer Satisfaction Website Feedback Mobile or Cell Phone and App Use
FREE SURVEY TOOLS WITH INEXPENSIVE UPGRADE OPTIONS Survey Tools and Terms Online Survey Options Define Survey Questions Online Interface Distribution Links Randomization Flexible survey look and feel. Skip logic. Piping. Randomization. Website integration. Survey Monkey Zoomerang SurveyGizmo PollDaddy Integrated Options Data analysis. Constant Contact - Options to integrate newsletters, emails, events, surveys FormSite - Website integration Moodle (www.moodle.org) Allows tests and surveys Polls Everywhere Opiniator Textizen Overview of the options www.idealware.org/articles/fgt_online_surveys.php
“EXPERT SURVEY TEMPLATE” CATEGORIES Most Popular (14) Community (2) Customer Feedback (10) Demographics (9) Education (20) Events (7) Healthcare (14) Human Resources (18) Industry Specific (58) Just for Fun (9) Market Research (12) Non-profit (5) Political (11)
TEMPLATE CUSTOMER SATISFACTION SURVEY
SURVEY TIPS Surveys work well to get large scale feedback Survey Style and Function Keep it short & sweet: Ask only the questions that you’ll use: Remember the open-ended questions: One question at a time Use online survey sites (Survey Monkey) to develop valid and unbiased questions. Communicating via Surveys Stay neutral: Make rating scales consistent: Be precise and stay topical Avoid leading and loaded questions: Sometimes you need a yes/no: Increasing Response Rates Give an incentive Timing (Anytime people are waiting is a great time for them to complete a survey.)
START WITH A TEMPLATE AND CUSTOMIZE
FREE TOOLS AND TEMPLATES NO REINVENTING THE WHEEL
SAMPLE SURVEYS Volunteer Feedback Community Events
ANALYZE RESULTS WITH VISUALS
PAY PER RESPONSE OPTION Researchers aim for 300 – 400 valid responses
IMBED FORMS INTO YOUR WEBSITE
PHONE SURVEY OPTIONS
6 QUICK TIPS TO IMPROVE SURVEY RESPONSE RATES Give advance warning – During event, class Distribute during down times/while they are waiting. Included info about how results will be used. Don’t lie Be quick. Short and sweet. Offer incentives. Small discount or an entry into a drawing can help ensure that respondents complete your survey. Make it fun. Use a friendly tone, show some personality.
QUANTITATIVE VS. QUALITATIVE FEEDBACK WHEN SURVEYS AREN’T ENOUGH Conversations are Critical Focus groups/one-on-one interviews allow genuine thoughts The truth is… people lie on surveys (Cornell University) Don’t remember (In one survey 40% of respondents false reported the number of days they spent in a hospital) Question confusion People boast about their behavior Up their status and deflate that of others May not want others to know something about them Embarrassed by questions or their answers Being polite What is a recreation program? What is meant by “participating?” People are “terrible” at predicting “future intentions”
VIRTUAL MEETINGS/TOWN HALLS
DOUBLE TREE EXAMPLE Ask people in your social network to share their opinions on a critical issue through a survey or poll. Check out how DoubleTree is improving its service offerings (and its fan base and social media engagement while they're at it) by asking its social community to complete a short survey. The company starts by tweeting a link to the survey with its hashtag, #LittleThings. It's aPromoted Tweet, which shows DoubleTree cares enough to spend money on getting the public's feedback. Also notice how many retweets it has already received as people share the survey with their friends. The link takes you to DoubleTree's Facebook page, where you're asked to Like the page to complete the survey. And you know what? I'm just opinionated enough to do it. Once the survey is complete, DoubleTree does two smart things. First, they say "thank you" -- in really, really big letters. Second, they show a live tweet stream of the #LittleThings hashtag and invite you to join the discussion back on Twitter.
THANK, APPRECIATE AND LISTEN
14 CUSTOMER FEEDBACK TOOLS TO EXPLORE SuggestionBox Kampyle Get Satisfaction Feedbackify UserVoice UserEcho OpinionLab IdeaScale SparkBin Gripe DialogCentral WebsiteChat.net AnyMeeting Facebook
FACT OR FICTION? REVIEWERS ARE USUALLY COMPLAINING ABOUT SOMETHING.
FACT OR FICTION? REVIEWERS ARE USUALLY COMPLAINING ABOUT SOMETHING.
THE SURVEY SAYS… Source: Dimensional Research
CUSTOMER REVIEW SITES Who are “Reviewers”? Reviewers are your citizens/patrons/ taxpayers/visitors. Reviewers are human beings with (sometimes unpredictable) feelings and sensitivities. Reviewers are vocal and opinionated Reviews as a hobby. Reviewer Demographics
HOW TO BOOST POSITIVE REVIEWS AND ENCOURAGE NEW BUSINESS Claim your business on review sites so you can respond to reviews Publicly Privately Politely ask each customer to post a reviews (It’s a numbers game) Make it easy by providing review site links in communication. Become part of the conversation Responding to reviews is a great way to learn from and build goodwill with vocal customers. Many review sites (Yelp, Four Square) allow businesses to respond publicly and privately to user reviews.
CREATING A SOCIAL MEDIA MONITORING SYSTEM Search Engine Google (add the word: reviews to your search) Google+ Local Google Places for Business Yahoo! Local Bing Places Twitter Facebook Yelp (ontario, califonia, yelp, parks) Four Square CitySearch Trip Advisors Angie’s List Better Business Bureau Kudzu
CLAIM YOUR BUSINESS ON YELP
ONCE YOU CLAIM YOU CAN JOIN THE CONVERSATION
FOURSQUARE – CLAIM YOUR PLACES AND SPACES
CLAIM YOUR BUSINESS ON REVIEW SITES
YEXT – CLAIM YOUR BUSINESS EVERYWHERE!
FIND A PARTNER AND SHARE FOLLOW-UP What does your agency do with its customer feedback? What does your agency do when a customer complains? What do you or department do with negative customer feedback?
SOCIAL MEDIA RESPONSE STRATEGY
AVOID THE BIG FOUR CUSTOMER SERVICE BLUNDERS
WHAT TO DO WITH NEGATIVE REVIEWS? Dos and Don’ts DO NOT Take reviews personally Respond emotionally. Make excuses. Get defensive. Attempt to publicly identify a negative reviewer. Even if you know who the reviewer is, do not identify the reviewer by name unless the reviewer voluntarily provided a name in the review. Do not confront a reviewer if you are able to identify them. DO Sample Responses Combat negative reviews with honest, sincere and professional responses. To show your commitment to providing good service, acknowledge mistakes and offer to make amends. When implemented correctly, dissatisfied customers are likely to turn into brand advocates for you. When applicable, invite the reviewer to contact the business privately to resolve the situation. (Don’t forget to provide clear contact information!) Keep responses short and concise. Under promise and over deliver Sometimes it’s best to do nothing. “Thank you for taking the time to write this review. Please contact (Name) at (Email address) or (Phone Number) to give us the opportunity to resolve your issue.” “We are sorry to read this but thank you for discussing your experience so we can take steps to prevent this from happening again.” “Please accept our sincere apologies for the long wait you experienced due to circumstances beyond our control. We look forward to taking care of you promptly next time.”
CUSTOMER REVIEW SITES – WHO ARE “REVIEWERS”? Reviewers are your citizens/patrons/taxpayers/visitors. Reviewers are human beings with (sometimes unpredictable) feelings and sensitivities. Reviewers are vocal and opinionated Reviews as a hobby.
ACKNOWLEDGE POSITIVE AND NEGATIVE REVIEWS Shows commitment to customer feedback Proves someone is reading them Customize responses when possible Sample responses “We are delighted with your positive experience and appreciate you sharing it.” Thank you for the compliment. Glad to see our efforts are paying off.” “We are sorry to read this but thank you for discussing your experience so we can take steps to prevent this from happening again.”
TOP 10 FREE SOCIAL MEDIA MONITORING TOOLS TweetDeck Scheduling Manage multiple accounts Hootsuite User-friendly dashboard for monitor and listen across channels Social Mention Strength, Sentiment, Passion and Reach. Facebook Insights. Monitors Facebook activity, demographic breakdown Google Analytics Measures and analyzes traffic, where visitors originated, click-throughs Google Alerts. “Google Alerts can be extremely effective,” believes Outreach Manger and Link Building Specialist Matthew Zajechowski, Digital Third Coast. “You can set up alerts so that whenever your business is mentioned you are notified. … Frequency of the alerts is up to you.” 12. Google Alerts Google Alerts are e-mailed (or you can subscribe to the RSS feed) alerts of Google results. Step 1: Type in the search term. Step 2: Pick which kind of search type you want: News, blogs, Web, video, groups, or comprehensive (which includes all of the above search platforms). Step 3: Pick how often you want the updates (As it happens, once daily, or once a week) Step 4: Pick the e-mail length (up to 20 results or up to 50 results). Step 5: Pick whether to deliver it to your e-mail inbox or as a feed. Step 6: Hit subscribe.
TWITTER APPS TO EXPLORE Twazzup Twitter’s version of Facebook Insights TweetReach When tweets travel Monitter Real time Twitter monitoring service
ADDICT-O-MATIC GOES BEYOND TWITTER TRACKS FLICKR, YOUTUBE, TWITTER, WORDPRESS, BING NEWS, DELICIOUS, GOOGLE, ASK.COM
OTHER APPS TO EXPLORE IceRocket Multiple languages Reachli Image and Video Analytics, Pinterest Technorati Register and monitor your blog posts and references Workstreamer Monitors companies and brands BoardTracker Monitors discussion boards Klout Measure “social enfluence”
7 TERRIFIC WAYS TO USE SOCIAL MEDIA FOR INSTANT FEEDBACK Monitor brand mentions Host Focus Groups Online surveys and polls Collect product feedback Ask industry experts Develop personas Source blog content
QR CODES – TREND OR FAD? Provide the Following Info When Scanned Ideas for Using QR Codes Text Images A Web Link Email Address Contact Information A Facebook Link Coupons Specials A Menu Videos A Sign-up Form for an Event, Product, or Service Newsletter Subscription Google Maps Location A vCard Signage Or, Any Other Kind of Promotion Catalogs Direct Mail Pieces “For Sale” Signs Newspaper & Magazine Ads Postcards Product Labels Menus (ex: QR code linking to a video of fitness instructor demonstrating equipment) Packages Clothing Tags Fliers & Brochures Business Cards Bumper Stickers Storefront Displays Clothing Trade Show Booths Billboards Promotional Items
IT’S FREE AND EASY Mobile or Computer Links users from the code to the destination you choose You can easily create QR codes for free online or on your iPhone, Newer smartphones come with a QR code reader installed. Older phones can download free software. The beauty of QR codes is that they are free and easy to create, provide instant access to more information, and tie offline marketing to online resources. Only takes seconds QR Code generators: http://qrcode.kaywa.com/ http://www.beqrious.com/g enerator http://goqr.me/
WHEW! WHAT NOW? Schedule time in your calendar to explore these apps and resources. Commit to developing a Customer Centered culture Bring staff into the conversation Training – Online and offline training Allow staff to develop their own goals Implement ONE offline and ONE online idea and see where it takes you. Be patient with yourself and the process. Fill out your contact form to keep in touch with Jodi and upcoming FREE and low cost training opportunities.
JODI’S SOCIAL MEDIA MONITORING IN 10 MINUTES A DAY 1) Check Twitter for chatter about your company ( 2 minutes ): Use tools like TweetDeck or Twitter Search to monitor conversations about your company in real-time. To check once a day, set up an RSS feed for a specific Twitter Search to go straight to your Google Reader. Do this by clicking the little RSS icon after you complete a search. Now, ongoing search results will be sent to your reader. 2) Scan Google Alerts ( 1.5 minutes ): Check your Google Alerts for your company name, products, executives or brand terms. To set this up, enter your search terms and select to receive updates as they happen or once daily. Now, when people blog about your products, an alert will be sent to your inbox. You can read the articles and respond right away! 3) Check Facebook stats ( 1 minute ): Visit your Agency’s Facebook Insights. This can be found by clicking "more" under the page's main photo. Scan your fans and page views count. If you are a member of a group, check to see if any new discussions started. 4) Answer Industry-related LinkedIn questions ( 3 minutes ): Search for questions on LinkedIn that you or members of your company can answer. You can set up an RSS feed for specific question categories to go to your Google Reader as well. When you find a relevant question, respond and include a link to your website. 5) Use Google Reader to check Flickr, Delicious, Digg and others ( 2.5 minutes ): Also set up RSS feeds for searches on your company name and industry terms in other social media sites. Similar to monitoring LinkedIn and Twitter, your Reader will serve as a great place to centralize your other searches too! 6)Use Social Mention as needed Special Events Social Issues News Threads
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