© Customerville, 2020 PIVOTING THE TONE OF CX FEEDBACK IN THE FACE OF COVID - 19 Online feedback should always have the hallmarks of great in - person conversations. CX pros need to adjust tone in how they collect and leverage feedback to match society’s mood on COVID - 19. COVID - 19 is one of the most significant global events in decades. Because of that, it’s important that enterprises of all kinds adjust how they ask for and share feedback. This isn’t the time to stop proactively checking in with customers. (Or employees, or friends, or neighbors.) But how brands ask for feedback must reflect what’s happening in the world today. Beyond displaying emotional intelligence, this acknowledgement serves to reset expectations for the norm. In some cases, we’ll be called on to do more. In others, we’ll accept a little less polish than would normally be the case. © Customerville, 2020 4 FEEDBACK POINTS WHERE TONE SHOULD CHANGE The survey process should mimic the tone of seriousness, solidarity and flexibility we see in other types of communication. Survey invitations should set the tone and set expectations. Survey landing pages should acknowledge which expectations might have changed. (And which ones haven’t.) Don’t hesitate to ask a questions on your response to trying circumstances. Humanizing grades and comments will be valuable in motivating stressed teams. When things go wrong, level - set expectations for speed of response. Acknowledge importance – but you might not close the loop as fast as you otherwise would. © Customerville, 2020 1. INVITATION 2. LANDING PAGE 3. COVID - 19 QUESTION 4. COMPLAINT RESPONSE © Customerville, 2020 ORIGINAL MESSAGING UPDATED MESSAGING The original storytelling approach to the survey had a neighborly tone. It was designed to welcome the respondent into the process, humanize the employees processing the claim, and setting a high bar for service. The updated messaging leaves the overall storytelling approach in place but includes some key additions. 1. Dialed - down the folksiness of the intro. 2. Gently acknowledges that the world has changed in some unsettling ways. 3. Adds the expectation that the insurer’s workforce, while perhaps also dealing with some of the same workplace disruption as their clients, expect themselves to be as focused as ever. CHANGES IN TONE CAN BE SUBTLE BUT IMPACTFUL DON’T STOP SHARING CX RESULTS. PIVOT HOW YOU USE THEM. Your employees aren’t just dealing with customers who are stressed by this moment in history. They themselves carry that stress in their personal lives as well. Smart CX leaders will take a break from analyzing the data and focus on adroitly socializing metrics that pertain specifically to how the company is responding to the crisis, both in formal and informal ways, to customers. This is also a time to de - emphasize sharing broader CX verbatims. Leverage positive stories both to encourage adaptive behaviors and to calm nerves. Curate stories to manage employee anxiety and to keep them at their best. © Customerville, 2020 © Customerville, 2020 • Dashboards and push E - mail reporting need a quick retooling to focus only targeted categories of feedback to the front lines. • For the coming weeks, pick a single metric having to do with responding smartly in the face of adversity and feature that. • Your staff are under pressure in their personal and professional lives. Show restraint in sharing negative comments. • Text analytics allows you to focus comments on categories that count (ex: cleanliness) and sentiments that – for the time being – emphasize the positive. TO STRESSED TEAMS, CX LEADERS BECOME MOTIVATION LEADERS Leverage text analytics to dynamically curate stories of positive adaptive behavior to teams while stress levels are high. www.customerville.com/vlog © Customerville, 2020