Expectations from consumers, employees, investors and other stakeholders have increased exponentially thanks to accessibility of information, availability of multiple choices and willingness to experiment. Therefore, it has become imperative for businesses to offer a unique, distinct brand experience to its stakeholders, especially customers and employees to retain long term relationships.
Providing a ‘brand’ or ‘customer-centric’ experience that is meaningful over time and across relationships will set companies apart from their competition and even allow for loyalty through the most challenging times.
However, it’s important to know what type of experience the stakeholder is seeking before it can be provided. There needs to be a constant and consistent mechanism that identifies gaps and requirements, makes adjustments, implements new ideas / programs and tracks progress that allows to:
- Create Customer Delight
- Manage Expectations
- Avoid Loss of Desired Customers
- Strengthen Relationships
- Leverage relationships for long-term growth
Building a great Customer Experience is a dedicated, long-term, on-going activity, that will provide many benefits including enhanced, stronger relationships with stakeholders, improved customer loyalty, good word-of-mouth, reduction in customer churn & employee attrition and also create a competitive advantage which leads to better revenues & sales.
Feedback can assist your firm through the entire Customer Experience cycle:
- Identify problems / issues through assessment / measurements studies
- Give practical insights and setting out short-term and long-term action points
- Help implement those action points internally and / or externally and
- Finally monitor the process to ensure that the customer / stakeholder experience has indeed improved.
Feedback’s extensive experience in the B2B research & consulting space in the last 29 years, coupled with a host of interventions ranging from experience measurement, organizational internal diagnostics, coaching and advisory services will certainly improve your customer experiences and end business outcomes.
Co-ordination with DIESL team, debating on and helping evaluate pros and cons of doing survey one way or the other, completing survey within reasonable time, enthusiasm and clarity in conveying the results to Senior Leadership Team, understanding about business and what customers 'mean to say'. Overall a very nice partnership!
In depth understanding of our business from a front end perspective and analysis of the data to bring out trends that help us take specific tasks to ensure an improvement in certain areas. I would say, more than recommendations, the insights were well identified
We had used Feedback Consulting’s help to study one of our growth markets. We found them very responsive. They not only focused on research study but also forwarded direct business opportunities to Schott which they were made aware of during the context of their studies. They had come up with a well-structured study approach and the result was really helpful to get transparency on potential market opportunities.
We found their methodology, approach and team work good, precise and beneficial to the target of the study
We engaged Feedback Consulting to perform customer and market analysis for our special steel segments. We learned very quickly that Feedback Consulting could adapt to our requests and provide a quality output on time. Our needs were very well understood. During the projects, Feedback Consulting's staff displayed a high level of professionalism and attention to details and their close coordination was critical to keeping the projects on track. We were provided a very comprehensive analysis and we were able base our Strategy based on the same.
My own experience with Feedback very clearly demonstrates that Feedback brings in a quality of consulting based on research that is second to none. I would say that they have brought much better value for money compared to the experience I have had outside India as well as in India.
Feedback has assisted Essae in understanding the market for our different products. We are extremely satisfied with their approach and analysis which are accurate, relevant with deep insights and have created immense value for us. The findings and recommendations from their work has also always exceeded our expectations
I really admire the efforts put in by Feedback team to do in depth research of the industry to be evaluated. The methodology and approach taken by them was new and refreshing and gave clear insights about the industry. Entire team was very proactive and easy to approach. They were flexible to accommodate our further queries to help us take the right decisions. Overall I rate them high and someone to go to when you are looking for deeper insights without compromising on quality.
HCL has been collaborating with Feedback Business Consulting since 2008 to capture voice of our customers on a global basis and it has been a rewarding journey so far. FBC’s analysis & insights have helped HCL to focus on enhancing capabilities on a continuous basis for forging better Customer relationships
Feedback conducted a market study for us and developed business plan for an automotive component opportunity. It was very pleasant working with their team of experienced and knowledgeable professionals. Feedback completed the engagement as per promised timelines. The analysis & recommendations were exhaustive and gave us good insights on how to proceed with the opportunity.
Over the past few years we have engaged Feedback Consulting to assist with providing strategy and market landscape studies, predominantly for our Asian based projects. Aggreko India valued Feedback Consulting’s knowledge and expertise in the energy sector, coupled with their understanding of our business. We found the team to be committed and reliable and delivered accordingly.
Customer Experience – Specialized Offerings
Our focus in on ‘Leveraging Experience’. Feedback’s experience measurement & improvement frameworks have been built based on our seminal work with Customer.
- Customer Experience Measurement
- Customer Experience Improvement Advisory
- Customer Journey Mapping
- Employee Experience Measurement
- Brand / Image Perception
- Customized Research
Assessing health of relationship and identifying key drivers of customer experience through capturing stated expectations, business priorities, benchmarking vis-à-vis competition and opinions across touch points. Business outcome oriented approach as opposed to mere assessment of satisfaction levels:
- Customer Engagement Studies
- Channel Partner Engagement Studies
- Supplier / Vendor Engagement
- Transactional Survey Set-up
Case Study: Feedback helped a leading AC&R company bring innovation into its products & services business based on the voice of their customers. This was possible through capturing customer expectations and needs which are not generally stated in transactions. This helped our client increase their market share significantly and also position itself appropriately on the service front (Spare / availability of machine). Feedback’s approach of making the finding available at an organisation as well as BU / Geo level helped in rolling out these actions quite sharply.
Understand drivers for customer satisfaction, identify action points, prioritize immediate tactical actions and roll out initiatives in a timely manner. Also, develop and foster strong long-term relationship with strategic customers by understanding their needs and evaluating performance as per “Best in class” practices across 7 dimensions.
- Customer Satisfaction Improvement Program (CSIP)
- Account Readiness Diagnostic
- Account Health Assessment
- Customer Centricity Assessment
- Key Account Management
Case study: Most firms have a sincere intent to act on customer feedback. However, the need is for rigour and discipline to the close loop with customers and embark on both reactive as well as proactive actions. We worked with an IT services major for 11 months, helping them program manage their actions with their customers in the US and Europe. Feedback deployed its proprietary CSIP platform to undertake this exercise, which is a robust, repeatable and data led approach to act on customer feedback. This client saw a 30% jump in the customer experience index and this reflected in their business metrics too. Some of the initiatives that emerged from this exercise were customer on-boarding, soft skill standardisation, reduction in hiring cycles, value add articulation and thought leadership index.
In-depth intervention to identify stakeholders involved, document AS-IS customer interactions in order to identify customer stated & unstated needs, usage & buying behaviours and touch-points which drive customer delight.
Case study: Feedback was approached by a client in the Consumer Durables industry to understand the customer journey map and opportunities for the brand to differentiate. Feedback while mapping out the customer journey map, also studied the pattern among specifiers. This brought out a lot of insights and identified touch points which proved to be significant opportunities for the brand to differentiate. Our client used this framework to benchmark across their international businesses. The key takeaway was to unearth blind spots in their touch points with customers and specifiers.
Map people concerns and relevant initiatives to increase employee morale, loyalty and productivity to deepen employee engagement, lower attrition and meet business goals.
- Employee Engagement Studies
- 3600 Degree Assessment
- Internal Partner Satisfaction Studies
- Employee Image Perception
Case study: A client of ours who regularly conducts their ESAT benchmarking with a well-known ranking firm, reached out to us to seek help in ‘getting under the skin of the employee’. While the global ranking study did point out the issues in the firm, it was important to design a research specific to the firm’s organisation structure and the life stage at which they were in currently. We segmented the employees based on homogeneity and intensity of their feedback and rolled out custom surveys to capture their views. We backed this with qualitative research which helped them sharply arrive at actions at each segment level. This firm saw a significant decrease in employee attrition at key levels.
Discover if your marketing and communication messages are being heard and understood by your consumers. Track how existing and prospective customers perceive your brand vis-à-vis competition. Identify those attributes which impacts your brand’s image as well as enablers to drive positive brand affinity.
- 360 Degree Brand Assessment Studies (across Stakeholders)
- Brand Perception / Positioning Studies
Case study: Quantifying brand index in a B2B situation is a challenge. We helped a client of ours assess their brand identity, prioritise the stakeholders with whom they needed to improve the brand and also the nature of challenge at each stakeholder level. Our client was able to effectively re-brand and re-position themselves in the market place. This was possible both at a product level as well as a corporate level.
Feedback also carries out customized research namely; Needs & Expectation Study, Customer Behaviour, Lost & Potential Customer Analysis, Investor Perception Studies, Concept / Product Tests, Adhoc Studies, etc.
Feedback Customer Experience Value Proposition
At Feedback, we have a compelling value proposition to help our clients leverage their customer experiences to achieve desired business objectives. Our ground-up approach to capture ‘moments of truth’ gives us a strong foundation to suggest actionable ideas. Our propriety frameworks help our clients’ not just measure but actually improve customer experience and take their relationships to the next level. Deep industry exposure of listening to voice of customers over the years, prioritizing and implementing action plans, enable us to share ‘Best Practices’ from across the industry. The cross-pollination of industry experience, on-ground exposure and unique skill-sets facilitate constructive discussions which go a long way in ‘connecting the dots’ and delivering tangible business value to our clients.
We have a dedicated team of professionals comprising industry veterans, researchers, consultants, field operation managers and data analysts that work in close co-ordination with each other to make this possible. Feedback believes in being a prisoner of delivering on client’s business objectives by bringing in deep industry exposure of listening to the voice of customers.