Get More Out of Your Customer Feedback with Medallia

November 4, 2015 Nicole Klemp

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In today’s customer-centric economy, Customer Experience (CX) is likely high on your priority list — or at least on your radar. But to make sure you’re providing your customers with an exceptional CX, you need to know how they feel about your brand today (and at different points in time), to ensure your efforts are on the right track. Enter Medallia, an operational CX management system that helps businesses create and send customer surveys, collect responses, and run data analytics. That data is then transformed into actionable items for every employee in real time.

One of the metrics that Medallia uses to survey and examine customer relationships is the Net Promoter System. This system uses Net Promoter Score (NPS) to determine customer satisfaction based on whether or not customers would recommend your business to others. Customers are given the question “How likely is it that you would recommend [Company X] to a friend or colleague?” along with a standard scale that ranges from 0 (not at all likely) to 10 (extremely likely). Based on how they respond, they’re put into one of 3 categories:

  • Promoters = 9s and 10s 🙂
  • Passives = 7s and 8s 😐
  • Detractors = 0s through 6s 🙁

Understanding the why

According to Yogesh Agarwal, Delivery Manager at Appirio, why customers feel the way they do is just as important — if not more important — than how they feel about your company. While a great foundation for determining customer satisfaction, NPS is only the beginning of Medallia’s comprehensive program. The standard NPS question should always be followed by a broad, open-ended question — giving organizations the opportunity to hear very informal comments straight from the hearts of their customers.

This open-ended format allows business intelligence teams to interpret responses and get a better understanding of the why of customer opinions. But because of the unstructured nature of the question, businesses need a strong Text Analysis Engine to analyze customer comments — not just based on the topics of the comments, but also on their sentiments. (They actually have a “sentiment dictionary” with information about positive and negative words and phrases that can help with the analysis.)

Once results are analyzed, all of the data and recommendations are presented to users in a comprehensive and intuitive report. This allows business leaders to present the findings to their teams and determine a plan of action, and to implement any changes that need to be made to their current CX strategy.

As a Medallia partner, we’ve seen how the NPS program can be a game-changer for our customers’ CX strategies. It’s one of the things we talk about in our ebook, Creating an Exceptional Customer Experience. Check it out to learn more about surveying customers and gain actionable insights into improving your CX. We won’t send you an NPS survey about it — but we do hope you will be a promoter and recommend it to your friends!

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