Mutual pleasure
“ Love the client, not his money! ” - this is how a new trend in business can be described. And the crisis only enhances the steepness of the trend, our colleagues from Brand Analytcs, a system that is used to monitor user opinions by the customer and marketing departments of Samsung and Rosa Khutor, Mail.ru and Avito, notice.
Does your company need “this” and can you save on customer support? How not to disappear after Nokia, Borland and Motorolla, who did not hear the discontent of users in time? What are the CMO trends in the world? To answer, we decided to translate an interview with one of the industry leaders. After all, each of us is a client and wants excellent service.
Todd Merry is the director of marketing at Delaware North, a giant company most of which you most likely have not heard of, but probably interacted with. How is this possible? First, let's introduce a couple of basic facts - Delaware North is a private company, but with revenues of $ 2.6 billion annually and more than 55 thousand employees around the world.
Their employees work in businesses such as TD Garden, MetLife Stadium and Yosemite, serving more than half a billion customers a year. This is a large amount of experience interacting with the buyer, although this interaction, as it turned out, is not entirely in their power. To solve such a complex problem, you will undoubtedly need an understanding of the situation and a pragmatic approach, two key qualities necessary to win the Customer Experience competition from The CMO Club, which Todd achieved this year. See below for how Todd and the guys at Delaware North achieved this:
Congratulations on winning the Customer Experience Award! Could you tell us what you did to improve the overall customer experience in 2015?
We have a great many clients in various places - MetLife Stadium, Yosemite National Park, New Orleans Airport, TD Garden are just a few of them, but there is one important way that we have stopped to facilitate our interaction process - reviews, mainly created a proprietary program called “ Total Listening, ” which includes monitoring existing communities, as well as monitoring and analytics of social media. It is through this program that we can find opportunities to improve our customer experience through interaction with customers.
How do you measure customer experience? How do you understand that the client is happy with everything?
We have a large-scale program for measuring customer experience and satisfaction called “ GuestPath ”. This program has four main roles:
Many studies say that only 1 out of 10 dissatisfied customers will share their complaints with the company. How do you handle complaints from customers and make sure that no systematic problem has been missed?
Again, we already have well-established processes and programs that are configured to send comments to the right place and monitor the fact of their processing. But I agree that only a small part of customers, even those who are not satisfied, will go for feedback. Therefore, we use monitoring and analysis of social media to track complaints and negative comments, as well as methods for responding to them. Most people, as a rule, write their complaints to social media, and using a multi-purpose tool to monitor them will be the best way to catch dissatisfied customers.
Do you fully control the customer experience, and if not, how do you mitigate this problem?
We do not have full control over the customer experience, which, first of all, has two main meanings: we should use the degree of control as efficiently as possible and, secondly, we should have excellent relations with operators, which become our last mile on the way to the consumer. Fortunately, the majority of operators understand the importance of such a thing as customer experience, especially in the modern world, where the opinion of each specific buyer has a much greater reach and influence than before.
What other company do you think is well versed in the issue and why do you think so?
JetBlue They not only almost instantly answer questions and complaints on social media, but also keep abreast of the customer experience. And as one of their clients, I know that they try very hard for this - they are interested in my opinion several times a year.
What important task would you like to cope with in the upcoming 2016?
Achieve an increase in ROI and optimize the efforts made to obtain information about customer experience. PS
Source
What is not completed is the translation of the term “customer experience” itself. Is it possible that the exclamation from the client “Lepot!” Can be? :-)
Does your company need “this” and can you save on customer support? How not to disappear after Nokia, Borland and Motorolla, who did not hear the discontent of users in time? What are the CMO trends in the world? To answer, we decided to translate an interview with one of the industry leaders. After all, each of us is a client and wants excellent service.
Todd Merry is the director of marketing at Delaware North, a giant company most of which you most likely have not heard of, but probably interacted with. How is this possible? First, let's introduce a couple of basic facts - Delaware North is a private company, but with revenues of $ 2.6 billion annually and more than 55 thousand employees around the world.
Their employees work in businesses such as TD Garden, MetLife Stadium and Yosemite, serving more than half a billion customers a year. This is a large amount of experience interacting with the buyer, although this interaction, as it turned out, is not entirely in their power. To solve such a complex problem, you will undoubtedly need an understanding of the situation and a pragmatic approach, two key qualities necessary to win the Customer Experience competition from The CMO Club, which Todd achieved this year. See below for how Todd and the guys at Delaware North achieved this:
Congratulations on winning the Customer Experience Award! Could you tell us what you did to improve the overall customer experience in 2015?
We have a great many clients in various places - MetLife Stadium, Yosemite National Park, New Orleans Airport, TD Garden are just a few of them, but there is one important way that we have stopped to facilitate our interaction process - reviews, mainly created a proprietary program called “ Total Listening, ” which includes monitoring existing communities, as well as monitoring and analytics of social media. It is through this program that we can find opportunities to improve our customer experience through interaction with customers.
How do you measure customer experience? How do you understand that the client is happy with everything?
We have a large-scale program for measuring customer experience and satisfaction called “ GuestPath ”. This program has four main roles:
- Define and codify standards for all our enterprises in different parts of the world,
- Training of personnel interacting with customers according to these standards,
- Anonymous measurement of the results of these standards three times a year in each individual geographic area;
- And finally, the collection, analysis and delivery of customer experience information through ongoing surveys.
Many studies say that only 1 out of 10 dissatisfied customers will share their complaints with the company. How do you handle complaints from customers and make sure that no systematic problem has been missed?
Again, we already have well-established processes and programs that are configured to send comments to the right place and monitor the fact of their processing. But I agree that only a small part of customers, even those who are not satisfied, will go for feedback. Therefore, we use monitoring and analysis of social media to track complaints and negative comments, as well as methods for responding to them. Most people, as a rule, write their complaints to social media, and using a multi-purpose tool to monitor them will be the best way to catch dissatisfied customers.
Do you fully control the customer experience, and if not, how do you mitigate this problem?
We do not have full control over the customer experience, which, first of all, has two main meanings: we should use the degree of control as efficiently as possible and, secondly, we should have excellent relations with operators, which become our last mile on the way to the consumer. Fortunately, the majority of operators understand the importance of such a thing as customer experience, especially in the modern world, where the opinion of each specific buyer has a much greater reach and influence than before.
What other company do you think is well versed in the issue and why do you think so?
JetBlue They not only almost instantly answer questions and complaints on social media, but also keep abreast of the customer experience. And as one of their clients, I know that they try very hard for this - they are interested in my opinion several times a year.
What important task would you like to cope with in the upcoming 2016?
Achieve an increase in ROI and optimize the efforts made to obtain information about customer experience. PS
Source
What is not completed is the translation of the term “customer experience” itself. Is it possible that the exclamation from the client “Lepot!” Can be? :-)