5 Star Reviews: The Key to a Great Customer Experience

5 Star Reviews: The Key to a
Great Customer Experience
Selina Emlen
Manager, Customer Experience
Why Are We Talking About This?
Customers Are Talking! Consumers are Listening & They Trust What They Are Hearing And Reading
85% of consumers conduct
online research before
making a purchase and 89%
trust online reviews.
– Cone Inc.
4 out of 5 customers will
reverse a purchase decision
after reading a negative
online review.
– Cone Inc.
A 1 star rating increase can
lead to a 9% increase in
revenue.
– Harvard Business School
Voice of the Customer Program
• Why is Customer Experience important?
• Voice of the Customer Program
• Panel Discussion:
– Steve Gibson, Owner Culligan of Valparaiso, IN
– David Gilbertson, GM Culligan of Eau Claire, WI
– Brian Kennedy, GM Culligan of Tampa, FL
• Interested? How to get ready and next steps
• Q&A
What Does a Positive Review Look Like?
What Does a Negative Review Look Like? Do You Want Consumers To See This??
Ask Happy Customers To Share Their Experience Online While You Fix Unhappy Customers
Feedback
11 Pilot Dealers:
Anoka, MN
Canal Winchester, OH
Fort Myers, FL
Valparaiso, IN
Review
Bolingbrook, IL
Crystal Lake, IL
Lebanon, IN
Wheaton, IL
Buffalo, MN
Eau Claire, WI
Tampa, FL
One Simple Question Identifies Customer Loyalty
How likely are you to recommend Culligan’s products
and services to a friend or family member?
Determine Opportunities To Improve Business Processes Based On Customer Insights
Voice of the
Customer Process
Respond to
ALL online
customer
reviews
Ask happy
customers to
write an
online review
Collect
customer
information
Request customer
feedback via email
and leave-behind
cards
Respond to all
unhappy
customers
Customer Information From Your Billing Systems Will Be Uploaded Into Listen360
Collect
customer
information
*Customer information is collected from systems every 2 weeks.
*Customers are segmented into 3 categories: Delivery, Service & Installation
Email Is Best Way To Collect Customer Feedback With A 26% Average Response Rate!
Request customer
feedback via email
and leave-behind
cards
How likely are you to recommend
Culligan’s products and services to a friend
or family member?
Very likely
Not likely
Email Is The Best Way To Collect Customer Feedback With A 26% Average Response Rate!
Request customer
feedback via email
and leave-behind
cards
What do you like about our products and
services?
We want to hear from you!
Email Is The Best Way To Collect Customer Feedback With A 26% Average Response Rate!
Request customer
feedback via email
and leave-behind
cards
If there was one thing you could improve or
change regarding our services, what would
that be?
We want to hear from you!
Email Is The Best Way To Collect Customer Feedback With A 26% Average Response Rate!
Request customer
feedback via email
and leave-behind
cards
A Leave-behind Card Gives Customers Two Options To Leave You Feedback
Request customer
feedback via email
and leave-behind
cards
Follow Up With UNHAPPY Customers Within 24 Hours With A Phone Call Or Email
Respond to all
unhappy
customers
Ask HAPPY customers to share their experience with the public on Google or Yelp.
Ask happy
customers to
write an online
review
Respond To ALL Online Customer Reviews Within 24-48 Hours
Respond to ALL
online customer
reviews
Do You Really Know What Is Going On Inside The Home? Voice Of The Customer Report Tells
You
Technician And Driver Performance Report Links Customer’s Experiences To Your Team
Online Customer Reviews Have Skyrocketed For The 11 Pilot Dealers
Online Reviews Generated by Voice of the Customer Program
4.8 average review rating
140
25
120
141 Total
Reviews
28
100
80
40
60
40
20
0
2.3 average review rating
35
12
6
VOC Reviews Posted: Dec - April (5 months)
December
January
February
Reviews Posted: June - Nov 2015 (6 months)
March
April
TOTAL 6 months prior to VOC
There Are Multiple Ways To Publish Your Great Positive Feedback To The Public
Voice of the Customer Panel Discussion
Steve Gibson, Owner Valparaiso, IN
Steve owns 3 dealerships in Northern Indiana including Kendallville, Mishawaka
and Valparaiso. Celebrating 30 years as a Culligan Man, Steve has been the
Chairman of the Marketing Sub-committee for several years. Steve’s dealerships
have won 3 Emmett J. Culligan awards and have received the Top Dealer Award
for market size.
Valparaiso, IN
8
Online Total # Reviews
Reviews Average
Rating 4.75
NPS
David Gilbertson, General Manager Eau Claire, WI
David is celebrating 25 years as a Culligan Man this year. After working 4 years
with Culligan of Minnetonka, MN, David returned home to Eau Claire, WI and
joined the Tangley organization in 1994 and became the Dealership Manager in
1997. Eau Claire was the winner of the Emmett J. Culligan award in 2010 under
David’s leadership.
75
Eau Claire, WI
14
Online Total # Reviews
Reviews Average
Rating 4.71
NPS
Brian Kennedy, General Manager Tampa, FL
Brian has been a Culligan Man for almost 20 years. He was the General Manager
of the Nokomis, FL dealership before he took over as General Manager of the
Plant City dealership in 2004. Brian helped grow the dealership to employ over
70 people in the Tampa Bay area, and is a 2013 Emmett J. Culligan award winner.
Benchmark
Benchmark
66
Tampa, FL
32
Online Total # Reviews
Reviews Average
Rating 4.96
NPS
Benchmark
65
What’s Next? How Do I Know If I Am Ready To Start?
Before you start, there are a few things that need to be in place….
Strong dealership
leadership
• Team
engagement
• Best practice
execution
Gather customer
email addresses
• Proven high
response rates
• Online reviews
are requested
only via email
Get Google and
Yelp pages ready
• Contact BAM or
Kennedy
• Huge time saver
• Professional
responses
What Am I Getting With The Program?
Training:
• Training will be an in-person half day training session at a central location for 1-2 key people per
location
• End-to-end system and process training to prepare you for launch
Turn key program:
• Listen360 system with existing templates and data integrations
• Established best practices
• 1 year Listen360 subscription at $60 per location, per month
Program support:
• Quarterly summaries with program updates and findings
• Ongoing support and coaching
What’s Next? How Do I Learn More Or Enroll & Start In The Voice Of The Customer Program?
Still have
questions?
Register to attend an informational webinar in May:
 Go to Culligan University to register
 Next week a bulletin with webinar information will
come out
Enrollment details will be included in next
week’s bulletin: Watch for it!
When does
training
start?
Ready to
enroll?
Training will begin in Q3 and go through Q4:
 Pilot owners that enroll the rest of their dealerships will be
trained in Q2 first
 Training plan will be developed on a first come
basis dependent on dealer readiness
Training Starts In Q3. Learn More At An Informational Webinar Or Enroll!
Culligan Marketing Booth
Noon - 3pm
Selina Emlen
selina.emlen@Culligan.com
(o) 847-430-1473