The company takes customer feedback very seriously and revamped their customer experience process to address just that.
“Our goal is to make sure our customer’s data is secure, whether its Windows, Mac, Linux or in the cloud,” says Kevin David, Director of Global Technical Support. “My group’s charter is to resolve problems and help customers better understand how our products work.”
Kevin took over customer support when he joined the company, changed their survey solution, and started collecting feedback to get a pulse on customers. However, when complaints came in and product issues were uncovered, he couldn’t pinpoint who was sending feedback.
“I could not figure out where the feedback was coming from; which individual and from what department?” said Kevin. “It led me to think–we need something better.”
Connecting feedback in Salesforce
WinMagic moved to SurveyMonkey Enterprise with a Salesforce integration to easily connect feedback to individual customers. The goal was to improve the experience provided by his support team, but Kevin knew other groups in the company would benefit.
He revised a 35-question survey sent after customer interactions down to 6 questions: one NPS® question (Net Promoter Score®) and 5 questions that probed on the service interaction.
“We gained intelligence from the NPS question that was valuable to product marketing and management,” said Kevin. “It allowed us to say, ‘Hey, this scores passive. We need to dig in deeper’.”
The rest of the questions dealt directly with the interaction of Kevin’s support agents with customers. With the Salesforce integration, he was able to tie an agent directly to a customer interaction, and tie the feedback to a person and area in the customer’s environment to identify detractors and promoters.
“The feedback we collected was a great ‘atta boy’ moment for my customer service reps,” he said. “You can share it throughout the organization if it’s positive, or if something goes horrifically off the rails, it's a coaching moment.”
Tying feedback to customers also had an impact on renewals and revenue. By understanding which customers had issues, the sales team knew what they were walking into. He would also take it upon himself to check in with customers who voiced issues or concerns.
“I felt like I could make a difference,” he said. “If saw a negative comment, I’d would give the customer a call and say, I'm looking at your survey now. Please tell me why you feel this way."
Identifying trends to forecast change
Kevin realized there was more than anecdotal data to be found in the Salesforce integration. He began tying statistical feedback to highlight product trends and changes.
“I’d go to people in the company and say, ‘Look at the feedback associated with these numbers,’” he said. “That sometimes helps product management address a customer need. Products are now in the pipeline or on the street that were driven by customer feedback.”
This idea of using customer feedback throughout the company is starting to catch on. “Things are definitely changing; we’re making a steady change in the culture,” said Kevin.
Raising the bar on NPS
After deploying SurveyMonkey Enterprise with the Salesforce integration, WinMagic saw customer satisfaction rates increase from 64% to 93%, average NPS move to a 9, and renewals improve.
Most importantly, the feedback collected by SurveyMonkey Enterprise is leading to a company-wide shift where decisions are now data driven.
“It's hard to argue facts,” said Kevin. “We are starting to change from being an organization that relied on anecdotes, to one where we say, ‘here are some numbers. Look at the feedback associated with these numbers.’"
“Feedback has made a huge difference in my corner of the world, and I think it could make a huge difference for other parts of the business as well,” said Kevin.
Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.
