On this month’s episode of The Customer Success Channel Podcast, brought to you by Planhat, I chatted with Kellie Lucas, author of the best-selling book, The Customer Success Pioneer, and coach to business leaders on pioneering customer success to drive growth.
Gathering customer feedback is an important part of the customer success journey, not only can it provide valuable insights but can help maintain relationships with customers. But once you’ve collected this information, what do you do with it and how do you make it actionable?
Kellie wrote in detail all about the DIME framework and she will share all about how this framework can help you unleash customer feedback and turn feedback into actionable insights. Aside from pioneering the CS space, Kellie also runs her own CS consultancy firm where they help the C-Suite, executives and their teams transform churn into maximum recurring revenue and growth, using the model which resulted from her first-hand personal experience
When it comes to customer feedback, Kellie’s approach is to start when you are ready to start doing something about it. If you’re going to put a feedback process in place you need to make sure you’re serious about it. From her experience she found that a lot of companies created feedback processes for a vanity score and a pat on the back. Enabling them to tell prospects what customers think about the product in order to get more sales conversions. If you’re going to ask customers to give you their time and feedback then you need to show that you’re going to do something with it. If you don’t do anything then the customer needs to know.
In our discussion Adrian helps answer some of the tricky questions when it comes to scaling customer success quickly:
- What is best way to close the feedback loop? How should a CSM inform a customer about the feedback they gave?
- Which framework should a CS team new to feedback follow? (I know you mentioned DIME, is this the right framework for new teams)?
- How can you predict churn by turning feedback into insights?
Some key takeaways from this discussion:
- The worst thing you can do is ask your customer to spend their time giving what they think is very valuable feedback, and nobody in the company has any time to do anything with it.
- Put in place some fairly light touch feedback channels such as user groups, and customer satisfaction surveys and look at who is responding
- When someone provides you with feedback, a courtesy could just be to send an email to say thank you. It doesn’t have to be hard work to close that feedback loop and make the customer feel it was worth their time
Make sure you listen to the full episode and let me know your thoughts in the comments!
