Enterprise Feedback
Management: The Best Thing
Since Sliced Bread
By Shawn Silzer
November 1, 2016
It’s a cliché these days to say that the energy industry is experiencing a paradigm shift, so I
won’t belabor the point. But I do want to share two essential pieces of advice that utilities
need to consider if they’re going to succeed in this unfamiliar environment:
Listen to your customers
Act on what you hear
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I like this quote as a reminder of why these two ideas are so important (especially
considering the source): “You’ve got to start with the customer experience and work back
toward the technology—not the other way around.” —Steve Jobs
There’s no simpler way to learn about the experience we’re delivering to
our customers than to ask them.
Tweet this!
Now, you’re probably thinking, “We do an annual customer survey. We listen. We have this
covered.” No you don’t. Once-a-year surveys aren’t enough anymore. According to customer
relationship strategy and measurement expert James Barnes in his book Secrets of
Customer Relationship Management: It’s All About How You Make Them Feel, a typical
business hears from only 4 percent of its dissatisfied customers. The other 96 percent
leave—91 percent for good.
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To help us listen in new and better ways, I believe that enterprise feedback management
(EFM) really is the best thing since sliced bread. EFM represents the logical—but for so many
of us long-elusive—progression in how we understand and improve customer experience.
With the right EFM strategy, you’ll get:
All your customer (and employee) feedback in one repository
The ability to conduct analysis that combines multiple research inputs into a single
perspective
Quick visibility into what needs to change in real time to improve the customer
experience
EFM represents a fairly radical notion for the utility industry because it’s all about creating a
dialogue between you and your customers. In one-on-one conversations, you’ll find out what
your customers like and don’t like. When customers feel listened to, they’re more likely to
become loyal advocates and participate in more of your programs.
Previously the exclusive domain of Fortune 500 companies, EFM solutions are finally to the
point where utilities of all sizes can now include them in their daily operations. And they can
develop sophisticated voice-of-the-customer, voice-of-the-employee, and market research
programs through a single platform.
But remember what Steve Jobs said, and avoid getting awed by the whiz-bang technology
side of EFM. Your EFM efforts will fail if you don’t first have a solid strategy in place about
what you want to achieve. To (kinda) paraphrase that famous James Carville slogan, it’s not
about the technology, stupid. Nor is EFM the exclusive domain of your market research
folks. Brand champions, HR teams, and operational call center managers responsible for
employee engagement can all find real value in EFM.
If EFM sounds like what you’re looking for, check out my recently published e-book Building
Your Utility’s Voice-of-the-Customer Program in 6 Steps. And, join us on Thursday, November
17, at 2:00 p.m. EDT for our web conference Become a Customer-Focused Organization:
Real-World Examples featuring an in-depth discussion with E Source customer experience
expert Maureen Russolo and our partner Qualtrics about becoming a customer-focused
organization. Register today!
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If you want additional information or just want to chat more about EFM, leave a comment
below or send us an email!
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