Key Learnings from the Field: Customer Insight and Action Programs


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If you have ever read my blog you know I am a big Promoter of Bruce Temkin and I’m excited to have him join us in our upcoming webinar on September 30th titled Using Customer Feedback to Fuel Business Growth. Bruce and I are of like mind and always have a fruitful conversation on what companies need to do to take action on customer feedback. I particularly like the way he has recently coined the term “customer insight and action” as the technology that enables organization to act on customer feedback, improve the experience, and drive growth.

Once such company is tw telecom. I have had the pleasure to spend time with Lara Wise, the company’s Vice President, Customer Experience and Customer Care, and her executive team to learn more about their VoC program. (By the way, I am a Lara Promoter as well). They truly embrace the customer in their decision-making process, and are outperforming many companies in building a successful program that is engrained into the culture of their business. This has yielded significant business results in terms of increased NPS, reduced churn, and increased growth, all in a highly competitive market place for business communications services.

One of my favorite stories about tw telecom relates to their customer insight and action program which enables any employee to report an action required to support the customer. I’m not going to say any more about it, but if we are lucky Lara will share their story on our webinar.

Read on for a short entry by Bruce Temkin. We look forward to having you join us!

Looking Forward to our Upcoming Webinar!

by Bruce Temkin
Customer Experience Transformer & Managing Partner, Temkin Group
Author of the blog, Customer Experience Matters

I just had a call with Satmetrix outlining our upcoming webinar Using Customer Feedback to Fuel Business Growth. I’m looking forward to speaking with Deborah Eastman who runs the business consulting group at Satmetrix and Lara Wise who is the Vice President of Customer Experience and Customer Care at tw telecom.

Customer feedback, which is often linked to voice of the customer (VoC) programs, is a hot topic. And it should be. Companies get a lot of value from these programs. In the Temkin Group Report, The Current State Of Customer Experience, we found that 83% of large companies with VoC programs have already seen value from their efforts. That’s an extremely high number, but it doesn’t tell the entire picture. 11% of the respondents said it was too early to tell if they’ll have good results – so it’s likely that 9 out of 10 companies will get positive results from their VoC programs.

During the webinar, I will highlight more data on VoC efforts and discuss some of the findings from our very recent report, The Evolution Of Voice Of The Customer Programs. From my perspective, most VoC programs are in early stages of maturity. So there’s opportunity for most of these programs to garner even more value.

Of course, I’m only one part of the Webinar. It will be fun to share the “virtual stage” with Deborah Eastman who I’ve known for many years since she joined Satmetrix. I’ve interviewed her for several of my research reports, so I know she’ll be very informative. But the highlight of the webinar will probably be Lara Wise. She’ll be sharing key learnings from tw telecom’s VoC program, which is built around NPS and has become one of the company’s key competitive differentiators. I always love hearing a good case study, and this one has some particularly impressive business results!

Republished with author's permission from original post.

Deborah Eastman
Deborah has spent her career with a passion for customer success. As the Chief Customer Officer at Satmetrix her responsibilities include thought leadership development, consulting, certification training, and continuous improvement of the Satmetrix experience. She is a frequent speaker and blogger on Net Promoter and Customer Experience.


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