Building a More Compelling Business Case Using An Integrated Voice of the Customer Process:
Results of the 2020 National Rage Study and How Kraft Heinz is Applying Them
2:00 pm ET
July 29, 2020
Consumer complaints are the foundation of the Voice of the Customer process. However, most companies fail to strengthen their business cases by including the market damage done to the majority of customers who encounter the problem but do not complain to the company. This workshop will give you the research results and tools to increase your revenue damage business case by 400-2,000%. You will also learn of the major shifts in customer behavior identified by the 2020 National Rage Study.
- Customer complaint behavior, the concept of the multiplier and how to “scale up” your business case.
- What customer want and how companies are missing the boat – three things companies are afraid to say to customers that build trust and enhance problem resolution.
- How channels and multipliers have shifted over the last three years.
- How to apply the multiplier to your company (whether CPG or not) and get the CFO and CMO’s buy-in
- How Kraft Heinz has created an impactful VOC process and where it aims to go next.
- Action items for improving your contact center and VOC business case
John Goodman, Customer Care Measurement and Consulting (CCMC)
Mr. Goodman is Vice Chairman of Customer Care Measurement and Consulting (CCMC). The universal adages, “It costs five times as much to win a new customer as to keep an existing one,” and “twice as many people hear about a bad experience as a good one,” are both based on his research. He will report the results of the 2020 National Rage Study, completed in March 2020, the latest on complaining, service expectations and word of mouth.
Harper Collins published the second edition of his book, “Strategic Customer Service,” in March 2019. He has also published, “Customer Experience 3.0,” with the American Management Association in July 2014. Over the past 40 years, Mr. Goodman has managed more than 1,000 separate customer experience studies for 45 of the Fortune 100 as well as non-profit and government entities.
Dan J Rucolas, Kraft
This webinar is free for members and $99 for non-members.