Obtaining, Reporting, and

Actioning Customer Feedback

Rachael Fischer Lyons | Director of Marketing & Business Development

Olympia Moving & Storage

Benefits of Collecting Feedback

Uncover your company’s strengths & weaknesses

Track changes in customer satisfaction over time

Tool to quickly correct customer issues

Improves company morale

Proof of quality to prospective clients

Increase number of positive online reviews (Yelp, Angie’s List, etc.)

Tools for Collecting Customer Feedback

Your company’s CRM or moving software

Your company’s email platform (Constant Contact, etc.)

Survey Gizmo ($0-22/month)

Survey Monkey ($25/month)

Google Forms

Writing Your Survey Questions

Your questions should:

Be tied to the aspects of the move that have the biggest impact on customer satisfaction

Lead to actionable results

Easy to understand in marketing

Don’t forget to include:

At least one “overall” satisfaction question

At least one open end question to get more specific feedback

A customer identifier (name, customer #)

Questions you will want to “cut” your results by (move type, branch, move date, demographics)

Skip logic to gear the survey towards specific move types

Survey Writing Tips & Common Mistakes

Survey should take 3 minutes or less to complete

Don’t “double barrel” your questions (“Was your crew friendly and efficient?”)

Provide N/A options as needed

Be as specific as possible (Divide questions into sections if needed)

Use same scale and answer options for as many questions as possible

Avoid industry lingo, phrase questions from the customer’s PoV

Clearly mark sensitive questions as optional

Please rate your Olympia Sales Representative in the following areas:

Poor Good Average Fair Excellent

Was professional and

courteous[radio] [radio] [radio] [radio] [radio]

Understood my needs

and the unique aspects

of my move

[radio] [radio] [radio] [radio] [radio]

Provided timely

communication[radio] [radio] [radio] [radio] [radio]

Gave an accurate

estimate of costs[radio] [radio] [radio] [radio] [radio]

Overall, I would rate my

Olympia Sales

Representative as...?

[radio] [radio] [radio] [radio] [radio]

If you have additional comments about your sales representative, note them here: [open response]

Please rate the Olympia Office Coordination Staff in the following areas:(Please note that in some cases, your sales representative may also act as your coordinator)

Poor Good Average Fair Excellent

Was professional and

courteous[radio] [radio] [radio] [radio] [radio]

Provided timely

communication[radio] [radio] [radio] [radio] [radio]

Helped me understand

the relocation process[radio] [radio] [radio] [radio] [radio]

Effectively coordinated

all necessary moving

services

[radio] [radio] [radio] [radio] [radio]

Overall, I would rate my

Olympia Office

Coordination Staff as...?

[radio] [radio] [radio] [radio] [radio]

If you have additional comments about your sales representative, note them here: [open response]

Please rate your Olympia Moving Crew in the following areas:

Poor Good Average Fair Excellent

Was professional and

courteous[radio] [radio] [radio] [radio] [radio]

Effectively

communicated with me

on moving day

[radio] [radio] [radio] [radio] [radio]

Worked diligently and

efficently[radio] [radio] [radio] [radio] [radio]

Handled my move

carefully and respectfully[radio] [radio] [radio] [radio] [radio]

Properly protected my

furniture[radio] [radio] [radio] [radio] [radio]

Properly protected my

home[radio] [radio] [radio] [radio] [radio]

Overall, I would rate my

Olympia's Moving Crewas...?

[radio] [radio] [radio] [radio] [radio]

If you moved again, would you use Olympia for your next move?

Yes

No

On a scale of 0 to 10, how likely are you to recommend Olympia Moving & Storage to friends or family?

0 (least

likely)1 2 3 4 5 6 7 8 9

10 (most

likely)

[radio] [radio] [radio] [radio] [radio] [radio] [radio] [radio] [radio] [radio] [radio]

If you have any thoughts and/or suggestions for improvement, please share below. We work very hard to provide an excellent relocation experience and would

appreciate any suggestions.

Please check this box if you would be willing to act as a reference to potential Olympia customers.

[checkbox]

Please select the reasons you chose Olympia Moving & Storage for your move?

[checkbox] My company or a third party chose the moving company for me

[checkbox] I moved with this company before

[checkbox] Recommendation by a friend, family member, realtor, or company

[checkbox] The company's representative

[checkbox] Impression of the company from online research

[checkbox] The company's reputation

[checkbox] The types of services offered

[checkbox] Price

[checkbox] Availability

[checkbox] Another reason not listed here

[open response]

Distributing Your Survey

Survey Distribution Options:

At the conclusion of the move on a tablet with the foreman/driver

Email a survey request 1 day after delivery

NEVER pen & paper surveys!

Tips for Increasing Response Rate:

Incentivize with monthly gift card raffle drawing

Set up automation for survey email via your CRM if possible

Or set up as a daily task for one employee – consistency in invitations is key

If you work with a vanline, don’t double-survey your clients

Reporting the Results

Framing the Report:

Timeframe (Monthly or quarterly? By surveyed date or move date? Isolated or cumulative?)

Scores (Average? Top-1 box? Top-2 box?)

Segments (Company total? By branch? By move type?)

Compare (Vs. goal? Vs. last year? Vs. last quarter?)

Creating the Quantitative Report

Reporting capabilities in survey platform or Excel

In Excel, use COUNTIF formulas to calculate top-2 box of scores

=COUNTIF(N$47:N$58674,">3")/COUNTIF(N$47:N$58674,">0")

Use a simple report format that is easy to understand and does not change

Reporting the Results

SUMMARYDecember 2015

YTD

Salesman

Was professional and courteous 98%

Understood my needs and the unique aspects of my move 96%

Provided timely communication 95%

Gave an accurate estimate of costs 87%

Overall, how would you rate your Olympia Sales Representative? 94%

Coordinator

Was professional and courteous 97%

Provided timely communication 93%

Helped me understand the relocation process 93%

Effectively coordinated all necessary moving services 93%

Overall, how would you rate the Olympia Office Coordination Staff? 94%

Crew - Local Moves

Was professional and courteous 97%

Effectively communicated with me on moving day 96%

Worked diligently and efficently 96%

Handled my move carefully and respectfully 95%

Properly protected my furniture 95%

Properly protected my home 96%

Overall, how would you rate Olympia's Moving Crew? 95%

Overall

If you moved again, would you hire us for your next relocation? 94%

On a scale of 0 to 10, how likely are you to recommend us? 9.34

(0 being "not at all likely" and 10 being "extremely likely")

Reporting the Results

Creating the Qualitative Report

Collect all the comments in a report

Once a year, classify the comments & tally the mentions of each category

see specific areas that need improvement & the most impactful positives

# of mentions Comment

114 Crew Friendly / Personable / Courteous

110 Crew Professional

86 Crew fast / efficient

67 Crew hard working

53 Crew careful

Action the Results: Individual Responses

Instant notification of new survey responses to relevant staff members

Positive Responses

Forward positive responses to relevant employees for morale lift

Forward positive responses to person who referred the move

Add to a reference list

Follow up with a request for an online review to Yelp, Angie’s List, etc.

Negative Responses

Immediate follow up on any issues raised in the survey response

Forward negative responses to relevant managers for review & follow up

Action the Results: Summarized Data

Distribute to employees

Raise morale by posting and distributing positive comments monthly

Post & distribute most up-to-date scores monthly so everyone can track their progress to goal

Set company-wide rewards for achieving goals

If possible, report scores by sales rep, coordinator, driver, etc. to be included in reviews

Make a plan

Set quarterly meetings among managers to discuss the trends in scores & specific steps to improve them

Set periodic open discussions with staff, crew, drivers, about their thoughts on the reasons behind the scores

Market

Prove quality & promote transparency by sharing scores on your website or survey hand-outs