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improving customer and staff loyalty
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summary why branchadvisor? history customer feedback staff feedback how it works the free service the paid service extras ------------ try it for free! ------------ search for an outlet |
History branchadvisor® is a feedback system developed after 8 years of hard work developing and marketing other feedback systems. Back then there was one slight problem: companies rarely spent money on turning up the volume of customer feedback, or they thought what they were doing was adequate. With the current economic climate, keeping customers is a priority. So what techniques were being used and why is branchadvisor® valuable? Mystery shopping was useful, but rarely represented the voice of the customer. Satisfaction surveys dissatisfied customers (they were often too long and asked the wrong questions). They were also too slow at generating the improvements needed. Many other methods of improving the customer experience had a fatal flaw - they didn't work. They also annoyed the customers. Anyone who has phoned a customer services hotline, felt the frustration grow after the second menu selection, then to be told the customer services team stopped working anyway, will sympathise. Anyone who has had a call just as tea was being served with the family will also understand. So customer feedback cards piled up. Emails got lost. Customers couldn't find the bit on a customer's website for feedback, and when they did, it ended up in a central corporate pot rather than going back to frontline staff. All this was happened when customers were happily sharing their experiences with everyone else, more so with the web, and the companies themselves covered their ears. Sadly, frontline staff didn't get timely feedback telling them what a good job they were doing, or what needed to be fixed. When the monthly report came in it was already too late: staff had left and customers had gone to the competitors. With increased centralisation of company operations, local customers and local staff seemed more disconnected than ever. Customers were familiar with the brand, but that brand only carried as much value as the local experience of it. The central teams made decisions because "research showed that customers wanted X" whilst real customers were actually saying something completely different. Anyway, that's the history of the thinking and some of the practical problems branchadvisor® overcame. This time we wanted consumers to have the power to say what they thought in as easy way as possible, and the companies to have the option to listen should they wish to. So branchadvisor® was completed in May 2009 and already gained the attention of significant numbers of national retailers. In particular those that really care about their customers. Get in touch, we value your questions. |
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