The 4 Keys to Voice of the Customer Success: Key #3 – Action at the Location Level
We are now on Part Three in this four-part series on VoC success. Check out the first two keys now if you missed them earlier: 1. Get full executive sponsorship and 2. Go beyond surveys to build an ongoing customer connection. These two keys will drive your third key to VoC success.
Key to Success #3: Make Customer Feedback Data Actionable at the Location Level
Every location manager brings a unique skill set and level of maturity to their job. This creates slight variations in the leadership approach at each location and even each shift. These variations in leadership aren’t a problem in and of themselves—but when regular communication of key deliverables is lacking, it can lead to significant straying from the brand promise.
With clear communication of location-level deliverables, however, a wide variety of management styles can be equally successful in engaging employees and creating a great customer experience. The real problem, then, is that most traditional enterprise feedback management (EFM) reporting does not communicate the right things well, if at all.
Some reports may address only generic companywide talking points that don’t specifically apply to a single location. Others get down to local data but never make the figures understandable to those of us without a PhD in statistical analysis. Location managers simply don’t have the time or training to wade through piles of data tables and reports to get the answers they need.
Simplicity Is Quick, and Quick Is Empowering
The key is to empower location managers with tools that will help them to quickly identify local, branded needs, so they can take the necessary actions (in their own management style) to implement positive changes in the customer experience.
Take our Coach Local Dashboard for example. It was designed specifically for location managers to take the complexity out of customer feedback data, helping them to deliver consistent and memorable customer experiences. Through interactive visual cues, the dashboard eliminates the need to search through complex reports in search of customer experience improvement insights and leverages prescriptive reporting technology to set focus areas.
As a result, location managers can create, edit and execute action plans that address these challenges, as well as monitor and track progress against their goals toward encouraging return visits and increasing your brand strength.
The dashboard also facilitates social sharing of community-sourced content, giving location managers insight into a living best practices library of what’s working for the top-performing locations and how it could be applied to their team.
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Just one more key to go in this series on VoC success! Stay tuned for the final installment, where I will discuss the fourth and final key to VoC success: Use research and analysis to adapt to evolving program needs.
