Feeddex has been working for Heineken's Consumer Contact & Care (CCC) division for several years now. Feeddex conducts continuous customer satisfaction surveys for the CCC. The CCC receives questions and complaints from consumers about the various products and beer brands of Heineken (e.g., Heineken, Amstel, Brand ) and soft drink brands of Vrumona (e.g., Pepsi, Crystal Clear and Royal Club) After handling the question/complaint, the consumer is invited by e-mail to give feedback on the contact and handling of the question. We speak with Anja Buitenman, manager of the CCC team.
Why do you do continuous customer research anyway?
"We started doing customer satisfaction surveys a few years ago because we were curious about how customers perceived our services. At the time, we felt we were doing well but couldn't substantiate that. However, the first survey results showed that we were actually not doing so well at all. We scored a meager seven and we saw a lot of areas where we could improve our service. Reason enough to pay more attention to customer satisfaction and to keep doing research. First of all to see whether actions had an effect, and secondly to identify changes in the service experience more quickly.
Among other things, the CCC is approached by consumers who have complaints about our products. To make up for it, we gave the customer nice Heineken merchandise (T-shirts, caps, etc.) or a voucher. But what the customer feedback showed; the customers were not really waiting for our merchandise or vouchers at all, they preferred to receive Heineken products or an experience from the Heineken organization (such as a tour of the Heineken brewery). Since then we organize a tour twice a year and exchange the products that were complaints about for new products. This is greatly appreciated by consumers."
"I can see the satisfaction scores at a glance in the Feeddex dashboard."
What do you do with the results?
I discuss the results monthly during our departmental meetings. Specific anomalies or sudden drops in certain satisfaction scores are then discussed. In addition, I have insight into the customer satisfaction scores per employee. I include these scores in the monthly one-on-one meetings I have with each of them. This is to coach them in their customer contact.
For example, some employees find it difficult to deal with consumers who have product complaints. I see this reflected in the results and then I help the employee to deal with it better. What helps in these kinds of situations is to convey the message in a positive way, explain 'the why' clearly and do so with a smile; the consumer notices that. I use the open answers from the feedback and listen back to phone calls and chats from the cases in question.
In addition, we include the total score and the NPS (Net Promoter Score) in our monthly report to the marketing teams of the various brands. I can see the satisfaction scores at a glance in the Feeddex dashboard. It includes overview tables, in which you can see the results broken down by period, type of question/complaint, medium, brand, and employee. This allows you to quickly determine whether lower scores occur more frequently for a particular brand, medium, or employee. For example, scores on First Time Right. We have agreed that this year, at least 77% of questions/requests will be answered/fulfilled immediately upon first contact. If I see fluctuations or differences between brands, media, or employees, I will analyze why that is."
For example, some employees find it difficult to deal with consumers who have product complaints. I see this reflected in the results and then I help the employee to deal with it better. What helps in these kinds of situations is to convey the message in a positive way, explain 'the why' clearly and do so with a smile; the consumer notices that. I use the open answers from the feedback and listen back to phone calls and chats from the cases in question.
In addition, we include the total score and the NPS (Net Promoter Score) in our monthly report to the marketing teams of the various brands. I can see the satisfaction scores at a glance in the Feeddex dashboard. It includes overview tables, in which you can see the results broken down by period, type of question/complaint, medium, brand, and employee. This allows you to quickly determine whether lower scores occur more frequently for a particular brand, medium, or employee. For example, scores on First Time Right. We have agreed that this year, at least 77% of questions/requests will be answered/fulfilled immediately upon first contact. If I see fluctuations or differences between brands, media, or employees, I will analyze why that is."
Customer satisfaction scores improved
"Our customer satisfaction scores are now high. We are happy and proud of that as a team. Nevertheless, as a team we always strive to improve where possible. The Feeddex priority matrix helps us do this. This matrix indicates which customer satisfaction aspects have the greatest impact on overall satisfaction and NPS and which of these aspects score below average. Using the matrix, we then determine which aspects we will give extra attention to in the coming period and what actions we can do to improve them."
Automatic categorization and prioritization
"In addition to research, Feeddex deploys text analysis at Heineken. The CCC receives daily inquiries and complaints from consumers via email, webforms, social media and, of course, telephone on a variety of topics such as taste, shelf life, promotions, events and availability. Feeddex has developed a text analysis model to automatically categorize messages into main and subcategories. The categorization is viewable by brand in a dashboard that is updated every morning with the new messages."
"Feeddex's text analysis tool also helps me see more quickly what complaints are more common and what underlying reasons are. You zoom in on which categories are more common by brand and can go back to the texts."
Day Start
The CCC kicks off each day with a daily start where the results of the categorization are used for work distribution. "At a glance you can see what is going on that day and whether there are certain issues that need to be prioritized in handling. For example, product introductions often go hand in hand with promotional actions. For example, the recent introduction of 'Birra moretti Sale di Mare' was accompanied by a promotion with a special glass. We receive many phone calls and e-mails about this. In recent weeks we have also received many questions and comments about the new deposit regulation for cans.
Feeddex's text analysis tool also helps me see more quickly what complaints are more common and what underlying reasons are. You zoom in on which categories by brand are more common and can go back to the texts. The tool is also useful for monthly reporting to determine what was going on last month." This allows Heineken to follow up on issues more effectively and efficiently on a daily basis. And at the same time, the staff has insight into trends over time.
Why Feeddex?
"We chose Feeddex because of the personal touch. It really feels like a collaboration rather than a vendor relationship. There is a lot of interaction and short lines of communication. Our contact person (editor: Claire Schmitz) thinks proactively and responds quickly to questions. Feeddex comes to our office semi-annually to discuss the conclusions of the semi-annual results with our team. And they do so in an enthusiastic, open manner which leads to much enthusiasm among the team members. They look forward to it!"