News : ResponseTek Gets Customer Feedback via Text Message
June 3, 2014 -- Vancouver company ResponseTek has hooked onto the Holy Grail of consumer service: finding out what customers really think.
That’s individual customers, not an amorphous group captured in anonymous statistics. And most important, that feedback goes not just to the boss but to front line employees who learn from the compliments and critiques what’s working and what’s not when it comes to their customer service.
Such detailed data is paying off for companies.
"They’re using text messaging to engage with mortgage customers," said Syed Hasan, ResponseTek’s founder and chief executive officer. "So now they’re asking after every interaction with the bank, ‘How did we do in understanding your needs in that last session?’"
Big data is a tech trend these days but it wasn’t always that way. When it launched its first real-time customer experience management software, investors weren’t exactly beating a path to the door of their downtown Vancouver office.
Now ResponseTekthat is opening new doors — these ones at an office on Burrard Street at Robson, in space that was once home to the Vancouver Public Library and is more than double the company’s current 5,000 square feet. Most recently the company announced a financing round, with investment from the Beedie Capital Partners and GrowthWorks.
"We’re piled five deep at the moment and we’re at the point we don’t have the space to let us hire more people," said Hasan.
As the renovation crew works on the new space, where ResponseTek’s 65-plus Vancouver staffers will move in late July, the company is expanding in other parts of the world.
"We’re expanding significantly in Europe, we will probably be putting a footprint down in the Middle East. Asia Pacific is a place we’re seeing a lot of pull," said Hasan. "For us it is about managing the growth and trying to find great people that can help us through that."
"When we started the company we thought that the customer experience was all about being online," said Hasan. "I was educated very quickly by some CEOs of actual B.C. and Alberta-based companies that said, ‘This web stuff is great, however 95 per cent of our customers interact with us in our call centre and in our stores. So unless you can monitor the experience in the call centre and in our stores or with our field service engineers, customer experience isn’t really being monitored.’"
Hasan estimates between five and 10 per cent of the customer experiences it monitors are online and the rest are offline. The company also monitors and analyzes social media.
Over the past four years, ResponseTek has turned to text messaging as the most effective way to connect with people in the offline world.
"We probably do more text message-based surveys than any other company because we found it a very useful tool to get very close to a customer transaction," said Hasan. "As soon as you buy your cellphone, we can send you a text message to say, ‘How was the experience with that person?’ Or if the BCAA comes and fixes your car, we can send you a text message and say, ‘How was the repair?’"
The person providing the service gets the feedback immediately and it is specific to his or her service — the questions aren’t generic.
Posted by Veronica Silva Cusi, news correspondent
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ResponseTek allows quality-driven Fortune 500 firms to increase revenues and profits by dramatically reducing customer turnover. The company’s Customer Experience Management (CEM) solutions enable organizations to continually improve the quality of their customer service by delivering up-to-the-minute, front-line customer experience information to their key decision-makers. ResponseTek can help them act on problem areas in their business immediately - creating more satisfied, loyal and more profitable customers.
Published: Wednesday, June 4, 2014