Whiteaway plunges into customer feedback
Whiteaway is deeply committed to the delivery of excellent customer experiences. So much so that the company has made it a virtue to measure, analyze, and – if necessary – act upon each customer interaction.
Challenge
The response was low and slow on email customer ratings. Too often the customer would have forgotten details from the interaction with the agents, which made feedback unspecific and irrelevant. There was a need for more precise, timely and relevant feedback.
Solution
With nps.today, customers are prompted to rate each interaction and share feedback right after having been in touch with an agent. whiteaway keeps track of scores and comments in a Power BI dashboard, analyzing details with the conversation analysis tool, Capturi.
Result
Instant feedback on individual conversations is used to train the agents. Positive feedback is shared within teams for inspiration, while critical comments are used in 1-1 conversations between agent and team lead, thus leading to a heightened awareness with respect to good customer service.
New way of working with customer feedback
When whiteaway implemented a new phone system, they seized the opportunity to revisit their way of working with customer feedback. With 18,000+ predominantly positive reviews on Trustpilot, the company is already successful in delivering on their commitment to provide excellent customer experiences, but the company wanted detailed insights to help them remain on track.
Our Trustpilot ratings are extremely important to us, but we cannot link them with the individual agent, and they are not specific enough for internal education purposes. Also, we used to send out email surveys to get more specific feedback for internal use, but response rates were low, and feedback was often irrelevant.
Shortcut to actionable customer insights
Wanting to keep costs at a minimum, get started quickly and not wind up in some huge implementation project, the company turned towards nps.today. With a plug-in to their new phone system, Dstny, they were soon up and running. At a detailed level throughout the customer journey, they now know how to finetune and adjust customer interaction.
“All customers will receive a text message right after having been in touch with someone at whiteaway. They give us a score from 0 to 10 and often add a good reason for their score. This means that I can zoom in on every customer interaction. By individual agent I can see the exact split between promoters, detractors, and passives which is extremely helpful in the management and coaching of my team,” Mads Emmert Jensen explains.
Based on the analysis of 32,000 conversations, we saw that there was considerable room for improvement. It was an eye-opening experience. We scored low on many parameters. Fortunately, this also meant that we could easily act, and even small adjustments had a high impact and improved our customer satisfaction considerably.
From insight to action with Artificial Intelligence
Proactively wanting to improve every touch point throughout the customer journey, whiteaway analyzed their NPS scores and customers’ comments to identify focus areas. Peter Aagaard, who is Head of Customer Success Agency of whiteaway explains how they decided to begin by focusing on the improvement of dialogues with customers. For the purposes of going into detail and detect areas for improvement, they used the conversation analysis tool Capturi.
Weekly celebrations heighten motivation
Mads Emmert Jensen sends a weekly email to his team with positive highlights, and he explores negative feedback in 1-1 conversations with the agents. Approached the right way, negative feedback can become steppingstones for the creation of good customer experiences.
We celebrate our successes. It is inspiring and heightens motivation within the team. In 1-1 performance meetings with my agents, I can give very specific and relevant advice. Together we explore details of the customer interaction and discuss what could’ve been handled differently.
Seamless use of multiple tools
To Mads Emmert Jensen and his colleagues in whiteaway, the various tools for analyzing and understanding customer feedback are tied together seamlessly. Ease of use is a high priority in the plug-and-play solution delivered by nps.today. Strong interlock with Microsoft Power BI and Capturi allows for overview, insight, and inspired action which help whiteaway stay true to their commitment to create excellent customer experiences.
What’s next?
Next stop for whiteaway will be to bridge the gap between customers’ and agents’ perception of their interaction. The method for working with this is called P-GAP, short for perception gap, and measures the emotional distance between two people in a particular touchpoint to introduce empathy and understanding into the conversations.
About whiteaway
whiteaway sells domestic appliances and premium household products all across Scandinavia. Good customer experiences are of paramount importance and a number one priority.
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