Thursday, 14 June 2018

Drowning in data? How to make sense of the customer feedback deluge with MyCustomerLens

The fitness industry is collecting more customer feedback every day, but [how] is the data being used?

Let’s look at where some of this data comes from, how you can collect better feedback, and use the data to improve your bottom line.

  • Net Promoter Score is now established in the fitness industry, and is a great benchmark. But you must ask the follow-up open question “Why did you give that score?” It's this follow-up question that turns NPS from another metric into the secret of continuous improvement. 
  • Likewise, “Score your induction”, “How was the joining process”, etc. on a scale of e.g. 1-5 are interesting, but the free format comments that follow is where the real value lies if you want to improve your customer experience.
  • Finally, there’s a wealth of information in leavers questionnaires, particularly when free format questions are asked (rather than a multiple choice “why are you leaving?”, which inevitable shows most ex-members “moving away”).

So, if you’re asking lots of free format questions, you have lots of comments. A few comments can be handled by the general manager, for example. But collating comments from multiple sources and analysing the results over a month or quarter is tricky.

Enter MyCustomerLens, which takes all the comments from your questionnaires, and presents them in a simple dashboard. Take a helicopter view of all comments from all sources, or drill down or segment by specific sources, gender, age, membership, or anything else you want. One MCL client used to set aside 3 hours a month to review and report on their latest survey results, but they now spend just 5 minutes a week, since it is quicker and more dynamic.

MyCustomerLens analyses all comments using machine learning and natural language processing. In other words, it will find references to class bookings or changing rooms regardless of spelling, and group comments as positive[, neutral,] or negative. So, you can see at a glance what your promoters are saying, or how your leavers were feeling about your brand before they left. Another client said “linking comments to themes allows us to quickly identify what is popular with our customers”.

Presenting this information in real time is incredibly valuable to any organisation. As you collect more comments, you become more informed as to how your customers are feeling and can adapt accordingly. Keep doing the good stuff and correct any issues before they cause more members to leave.

Three other things about MyCustomerLens… They’re good at asking best practice questions, meaning you’ll get more comments and better, standardised responses. Secondly, as well as asking, they’re also good at listening, for example, to social media feeds, so you can get more data about your organisation without actually having to ask more. And finally, their bench-marking options allow you to compare your customer experiences with other similar programs.

GGFit is not affiliated with MyCustomerLens, we just think they present a great solution and plug a gap in the marketplace in terms of understanding and acting upon customer feedback. Find out more here, or meet them at Active Uprising in Manchester on 21 June.

So ask me, ask me, ask me, 
Ask me, ask me, ask me
Because if it's not love, 
Then it's the bomb, the bomb, the bomb 
That will bring us together

No comments: