Oroton VOC Program
BACKGROUND
Before the VoC program was incorporated, Oroton was predominantly having a one-way conversation with their customers and was only able to save the relationship post-purchase either via the customer service team online or in-store with retail staff.
In-store service too only benefited Metro AU customers and was being relayed manually from store staff about once a month, so this added extra pressure to the online CS team to support Regional and International customers, who were cohorts starting to grow as the brand began to promote its new position, products and look and feel in market.
OBJECTIVE
Create a VoC program that captures key feedback from both prospective and existing customers across multiple listening posts in both the First Retail and Outlet customer purchase journeys. Ensure we capture both qualitative and quantitative data to utilise together to review patterns and trends in feedback to assist in how to optimise services and products across all internal departments.
Current Customers Feedback Reporting WIP
APPROACH
Collaborated with key stakeholders per department on the list of types of feedback or questions they wanted to be able to answers with the data.
Capture pre and post purchase through listening posts. This data was to support internal departments to meet their key KPIs successfully.
Performed an audit to understand what the current setup was within the business and confirm what types of listening posts were needed to be setup to answer each department’s needs. Created a pipeline timeline based on Value vs. Effort for the Data team to reference too.
Designed a schedule for different CX surveys to be sent to customers based on the customer’s position in their purchase and relationship journey with Oroton. This was aligned with their purchase data and we ensured existing marketing CRM comms didn’t impact the cadence of comms to the customer.
Designed Customer touchpoint maps to showcase this cadence and circulated this to key departments and C-Suite to get internal sign off. (Artefact N/A as NDAed)
Set up a dashboard for each Department in GetFeedback with modules calling out the keywords that related to the key topics they had wished to be answered and to help them analyse the feedback.
Circulated key changes in trends and patterns in customer feedback quarterly to the wider business via a CX update in a Data email sent internally each quarter.
VoC Program Listening Post Audit
CHALLENGE
As we were doing a major redesign and rebuild of the Oroton website and a major development of the CDB with the Data team, internal workload capacity of the digital team was a challenge. All Departments’ capacity was a constant issue, so length of time to setup the program had to be extended due to this.
VoC Program Cadence Schedule Demo across Customer Journey
RESULTS
For the first time we were able to get immediate customer feedback into the conversation internally, which enabled internal teams to pivot and resolve issues quicker than they were previously able to.
We were able to connect customers’ purchases with their feedback post purchase on service as well as the product, giving us the ability to provide a faster response time with customer service or more targeted CRM marketing comms. Especially if customers were moving towards becoming a Detractor from their experience with the brand.
We were able to interrogate patterns in feedback showing up internally and circulate this across departments to help evolve and optimise services and experiences with direct customer feedback.
We were able to confirm if customers’ feedback was supporting or challenging department’s KPIs to help them refine their objectives. This was especially helpful for the Design and Logistics teams with product development and shipping methods respectively, who did not have a direct line to customers prior to this setup.
We were able to highlight tensions in our digital customer journey faster. The dashboard cross-referenced data from other platforms used, enabling us to deep dive into the ‘why’ for things like rage clicks or drop offs that were showing up in our BC backend. With actual customer feedback via a timed pop up on site we could collect direct feedback from customers to add qualitative responses to problem solving.
We were able to connect customer immediately to our Customer Service team through a GetFeedback x Zendesk config to get them manual support in their moment of conversion and avoid a drop off or abandonment.
