Mastering CX
Even the most robust customer experience programs are not immune to the occasional negative feedback. However, this often presents an opportunity to demonstrate a company’s commitment to its customers, improve internal operations, and maintain a positive brand image.
One of our clients, New Jersey Natural Gas (NJNG) provides a stellar example of handling negative customer experiences gracefully and efficiently while transforming potential detractors into brand advocates. After winning the J.D. Power Customer Satisfaction Award seven out of eight years, it's clear NJNG is setting the bar for customer experience in the utilities industry.
SkyCreek recently hosted a webinar with NJNG to learn more about their award-winning CX strategies. Click here to see the webinar recording, or continue reading to see how they make the most of negative customer feedback.
Immediate Action: The First Step to Resolution
At NJNG, negative feedback is not just a metric to be analyzed but a prompt for immediate action. Frank Bennett, Lead Customer Experience Analyst at NJNG, emphasizes the importance of this swift response: "When there's a negative customer experience, we immediately have an opportunity to improve it." This swift response is facilitated by SkyCreek's survey solution, enabling NJNG to receive real-time feedback and take immediate action.
The Power of Prompt Communication
The supervisors at NJNG take charge by reviewing the comments and survey responses related to the customer's transaction. They then prioritize reaching out to the customer within 24 hours, a best practice highlighted by SkyCreek's SkyCreek's Survey and CX expert, Dave Farschon. This rapid response may not resolve the issue entirely at first, but it serves a crucial purpose. Farschon explains that the initial contact is about making "an initial touch point out to the customer, let them know you’re listening to their concern, let them know that you’re working on it." This acknowledgment is the first step in rebuilding trust and rapport with the customer.
Follow-Up: The Key to Effective Resolution
The journey from a negative experience to a positive outcome is paved with consistent follow-up. NJNG's commitment to their customers doesn't end with the first call; they continue to engage with the customer until the issue is fully resolved. This persistent follow-up demonstrates to customers that their concerns are taken seriously and that the company is dedicated to finding a solution.
Transforming Detractors into Advocates
While it's unrealistic to expect that negative experiences can be eliminated, they can be leveraged as opportunities to demonstrate a company's values and commitment to customer satisfaction. Bennett appreciates this aspect of the process, stating, "That’s what I really like about that. When we get negative feedback... it goes right to the supervisor, and they have a chance to fix it for you."
Empowerment and Monitoring: A Dual Strategy
NJNG's strategy hinges on two key elements: closely monitoring customer feedback and empowering employees to take immediate action. By doing so, they ensure that negative experiences are addressed promptly and effectively, increasing the likelihood of converting unhappy customers into satisfied promoters of the brand.
Conclusion: A Proactive Approach Wins
NJNG's approach to handling negative feedback is a testament to the power of a proactive and customer-centric strategy. By responding swiftly, communicating promptly, and following up diligently, they not only resolve individual issues but also reinforce their reputation as a company that truly cares about its customers.
To delve deeper into the mechanics behind NJNG's success, SkyCreek recently hosted an insightful webinar with NJNG, where they shared the intricacies of their approach. Click here to access the webinar recording and discover how NJNG utilizes SkyCreek's survey solution to capture and leverage customer feedback effectively.
For a full suite of solutions encompassing customer surveys, appointment reminders, service alerts, and more, consider exploring the SkyCreek Enterprise Communication Platform by clicking here.
