tumae

How

regulatory compliance and

quality assurance

drive the need for

customer feedback analysis

Warning Signals

Experience Stories

Customer Expectations

Customer Concerns

SOCIALMEDIA

CONTACTCENTER

CUSTOMERFORUMS

ENTERPRISEFEEDBACK

Gathering and analysing customer feedback

is mostly discussed in the context of

Customer Experience Management

with the aim of improving

Customer Satisfaction, Loyalty and Retention

service attitude

store layout

checkouts

selection

pricing

tidiness

availability

parking

discounts

food

speed of service

courtesy

queue

customer service

clothes

experience

convenience0 350 700 1050 1400

There are two additional areas that drive the need for customer

feedback analysis: !

Quality Assurance

Regulatory Compliance

Quality Assurance !

• Quality of operations secured by process, certification and audits

• Customer support processes are a key area

• ISO 9001/10002 require customer feedback analysed and dealt with promptly • ISO 10002: Quality management – Customer satisfaction –

Guidelines for complaints handling in organisations

Regulators take a stronger role as well - drive to protect consumer interests !

• Example: Financial Services

• US: FINRA “requires firms to report quarterly statistical and summary information regarding written customer complaints”

• EU: ESMA / EBA new guidelines “for handling consumer complaints in the securities and banking sectors”

• UK: FCA requires “you deal with complaints fairly and that any lessons are learned to ensure you can try to avoid those problems in future”

Solution: analyse all feedback centrally - consistent analysis across channels - easy to distribute insights

Critical success factors in meeting regulatory / quality assurance requirements !

• Ability to track complaints on customer ID level

• Understand hierarchy between posts, replies, and various sources

• Handle both structured and unstructured feedback data

• Automatically determine topic-level sentiment for prompt action taking

• Easy insight into key issues for management reporting and audits

When selecting your CEM vendor you need to start to take quality assurance and regulator compliance issues into account !

Interested to see how Etuma can help you in this area? Contact us at www.etuma.com !