The implementation of a system for measuring the satisfaction with hot also allows to set up a collection of customer reviews. Now, the management of the opinions has become crucial, especially if one works in the e-commerce or with a network of physical shops, the trust granted by the existing customers becoming the base to convince the prospects.
Some of our customers have even put in place a system of management and semi-automatic publication of notices. For example, just after going to the store, the customer receives a satisfaction survey. Once they has answered, the opinion arrives in a space of moderation, and in this space of moderation, the employees of the company answer if it is a problem, or if the customer is happy, the opinion customer is published on the store’s website.
This is a very powerful method since you can publish semi-automatically on the site of the store all positive customer testimonials (and manage negative experiences). The goal should not be to publish only positive reviews with 5 stars, but to correct the dissatisfaction and set up a virtuous circle of continuous improvement and use of Cool Promotional Products.
The principle to measure hot satisfaction is to choose the contact points to be measured and the indicators that will allow you to follow up. Then you will have to define the treatment scenario, for example what happens if there is a bad note, what will be the procedure (who calls, in what time frame, must you check that the calls are solved).
Conversely, if there is one person who puts 5 stars, will you publish this notice on our website after a request for authorization? Will you store them in a list of happy customers to offer them a testimony. You can define 1 or more points of satisfaction measurement, depending on the key moments of the customer’s life and use of Cool Promotional Products.
However, before you head headlong into a management of warm satisfaction, you have to think about organizational impacts (who does what, what are the resources, what is the control). Nor should the post-evaluation system be considered as a management tool for employees, even though it is a tool for continuous improvement.
Note: for hot measurement, it is necessary to have a very short questionnaire, ie a notation usually in star/smiley/notes, and a verbatim (the comment). The verbatim will serve to explain the note, or to make semantic analysis to be able to detect weak signals.
Customer Relationship Management is entering a new phase, and it is also making a digital transition. Digital channels are becoming more important, with the need to have both more relationship and personalization, but also more automation.
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