Creating the WOW Factor: Using Cross Functional Teams to Close the Loop
- Carey Sealy, Director of Customer Loyalty Programmes, CHEP
- Dr Laura Brooks, Vice President of Innovation and Strategy, SATMETRIX
Dr Laura Brooks kicked off the session explaining what Closing the Loop is and how one can effectively do this using various methods.
Essentially, it all comes down to ensuring you get back to the customer to make them realise that their feedback is valued and does matter. Its about communicating what has been learnt and what will be actioned. This strengthens relationships.
Carey Sealy explained the journey that CHEP have embarked on, rolling out Net Promoter throughout the world. As a leader in their field without many notable competitors, they had to break away from a situation of complacency.
They embarked on Net Promoter, placing it at the heart of their customer centricity drive, actively asking customers for feedback. The key was their closed-looped strategy of getting cross functional teams involved in the process. This not only resulted in increased buy-in, but created more accountability and responsibility.