- Fizzback in Numbers: The total number of Fizzback customer interactions (i.e., SMS sent and received) for 2010 is estimated at 37.8 million – This is more than the population in Canada and represents a 110% increase over 2009!
- Fizzback Going Global: Up until last year our operations were largely domestic…but this year has seen Fizzback interacting with customers in the United States, Canada, Germany, Holland, and the Czech Republic. What’s next? Spain, Portugal, France, Russia, and Australia to mention a few!
- Fizzback Client Award of the year: The client with the biggest improvement in customer satisfaction scores in 2010 was The Carphone Warehouse with a 9% rise (from 61.4 to 66.9 in on a 0 to 100 scale). The runner-up was Phones4U Customer Service with an 8.1% improvement (from 46.3 to 50) This is the second year in a row that The Carphone Warehouse makes the biggest positive change amongst all Fizzback clients. And their secret to success? A complete change in the company’s culture (from being sales focused to being 100% customer oriented). Amongst other things, The Carphone Warehouse implemented a best-in-class incentive programme tied to Fizzback scores
- Fizzback’s Yearly Review on Customer Insight: Fizzback analysed 4.5 million customer comments through its artificial intelligence engine this year and discovered:
- Your employees continue to have the highest impact on Customer Satisfaction:
- Focus on getting the basics right through employee knowledge, and then excite your customers with employee warmth and friendliness. Although employee attitude is widely mentioned in both sales and customer service touch points, employee knowledge typically has twice the impact on customer satisfaction than employee attitude. Also, whilst the former is a “basic attribute” (meaning that it drives dissatisfaction when customer expectations are not met), the latter is an “excitement attribute” (meaning that it drives satisfaction when exceeding customer expectations). With the ever-increasing prominence of social media, the importance of avoiding dissatisfied customers and brand detractors is growing.
Key take-away: Continue to focus on employee engagement to improve customer engagement.
- Focus on getting the basics right through employee knowledge, and then excite your customers with employee warmth and friendliness. Although employee attitude is widely mentioned in both sales and customer service touch points, employee knowledge typically has twice the impact on customer satisfaction than employee attitude. Also, whilst the former is a “basic attribute” (meaning that it drives dissatisfaction when customer expectations are not met), the latter is an “excitement attribute” (meaning that it drives satisfaction when exceeding customer expectations). With the ever-increasing prominence of social media, the importance of avoiding dissatisfied customers and brand detractors is growing.
- Your employees continue to have the highest impact on Customer Satisfaction:
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- Keep in mind that price sensitivity continues to be important in this post-recessionary environment
- Among the Fizzback’s five largest UK clients, 6.9% of comments were price-related compared to 7.4% last year. The sentiment in these comments was similar to the sentiment recorded in 2009, with only a 0.6 point difference – 57.3 in 2010 vs. 56.7 on a 0-100 scale.
Key take-away: In today’s post-recessionary environment, customers continue to focus on price and make this a key attribute to their purchasing decisions. Be cautious about implementing any price increases and pay special attention to your pricing and promotions strategy…. it’s worth the effort.
- Among the Fizzback’s five largest UK clients, 6.9% of comments were price-related compared to 7.4% last year. The sentiment in these comments was similar to the sentiment recorded in 2009, with only a 0.6 point difference – 57.3 in 2010 vs. 56.7 on a 0-100 scale.
- Keep in mind that price sensitivity continues to be important in this post-recessionary environment
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- Watch your queues!
- 6% of customer comments from the retail touch point talk about queues and waiting time. 4% of these customers would leave your shop without purchasing anything from you (some would go as far as to considering not entering your shop again!).
Key take-away: In this busy Christmas period keep close attention to your queues (going as far as to hiring new temps to satisfy demand). Make sure you don’t miss a single sale and, more importantly, that you don’t leave a customer dissatisfied! (He could be Dave Carrol: http://www.youtube.com/watch?v=h-UoERHaSQg)Happy Holidays! The Fizzback team.
- 6% of customer comments from the retail touch point talk about queues and waiting time. 4% of these customers would leave your shop without purchasing anything from you (some would go as far as to considering not entering your shop again!).
- Watch your queues!
