The Customer Success Professional's Handbook

10Voice of the Customer and Your Tech-Touch Strategy

In the previous chapter, we discussed Health Scores as a diagnostic tool to help you manage your customers more effectively by knowing if they are achieving their outcomes and desired experiences. In this chapter, we'll cover how to effectively listen to your customers' feedback and act on it. We'll also talk about your tech-touch strategy, scaling your processes using email automation and in-product engagements, so you can reach more customers without human intervention.

How to Get Meaningful Customer Feedback

A couple of decades ago, Business to Business (B2B) companies were not actively surveying their customers to get their feedback first hand. Over time, surveying methods improved dramatically. You could now argue that companies are guilty of over surveying their customers. Nonetheless, what are they doing with the data? At this point, companies face the challenge of having the data but still not having a consistent and closed-loop approach to improving customer experience. We often observe that not all customers have the right opportunities to offer feedback, or that feedback doesn't get acted on or escalated reliably. When follow-up does occur, we do not have visibility into whether it was effective.

There is a great need to make the process of getting customer feedback and closing the loop with your customers more consistent and predictable. To accomplish this, we recommend a four-step method of identifying and acting ...