Optimizing your service offering through feedback

With the ambition to group all Flemish and Walloon funds into one Flemish and one Walloon fund by 2022, CM found Hello Customer to enable them to gather feedback in a simple but effective way through a central platform.

Their challenges:

1. CM sent out surveys without an overhead strategy. This decentralized way of capturing customer feedback made it difficult to know which actions to prioritize to improve services.

2. CM sent out long surveys with a lot of questions, leading to low response rates. Consequently they didn’t have enough data to evaluate their services and partners.

3. CM was investing a lot of time and resources in the feedback program. Different regional branches used different tools and feedback was analyzed manually.

1. Capture feedback in a structured way

“We are convinced that customer feedback is necessary if you want to improve the customer experience and increase satisfaction. You can only achieve that if you capture feedback in a structured way. We used to send out surveys with SurveyMonkey. They took 10 minutes to fill in, and our employees spent a lot of time setting them up and analyzing results.”

Today, CM uses Hello Customer as end-to-end customer feedback platform. It consolidates all of the feedback they capture across their different branches. As Ken states: “The platform and the AI that drives it, are huge timesavers. Setting up the surveys and analysing feedback happens quickly and naturally. We really like that we now work with just one platform. It has huge financial benefits if you compare it to having to use three or four different platforms. Even without making any changes to our services, we’re making profit.” On top, they don’t have to analyze customer feedback manually anymore as the AI-driven text analysis does this for them.

2. Evaluate external partner relationships

As many service organizations, CM doesn’t own all the steps in the customer journey. They work together with external partners for several services, for example their babysitter service. When your child is chronically ill or has a disability, CM offers a babysitter when the parent is absent. “We ask our customers for feedback about these crucial services. This way we can evaluate extended partners based on customer data.” In case of negative feedback, they can easily contact their partners to find a solution and to improve. 

3. Engage proactively with feedback 

For certain services, the organisation wants to reach out to customers before those customers contact them. “For example, if we know that one of our members is suffering from a long-term illness, we want to contact these people ourselves. Because the platform helps us to send out surveys in a structured way, we automatically figure out our member’s needs and expectations, and we keep a finger on the pulse.”

1. Lower costs associated with feedback program. CM now has one end-to-end feedback platform that consolidates all feedback, including world-class AI that analyzes the feedback for them. This way they can optimize internal resources.
2. Take back power to evaluate partnership criteria. Sending out short surveys led to higher response rates and more customer data to evaluate external partners.
3. Time-to-value enables CM to improve services quickly. The platform is set up quickly and operates in real-time. Feedback gets analyzed immediately, so they have immediate insight in what has a negative impact on customer satisfaction.
4. Enable ROI of service improvements. By closing the loop and returning to their customers when a new service is implemented, they immediately know how customers perceive it, if it meets market needs and how to improve.