News UK has extended its strategic partnership with customer engagement specialists, Rant & Rave, by adopting the tech company’s new “Rant & Rave for Salesforce” app. The solution will allow News UK to seamlessly solicit feedback from subscribers of its publications, The Sun and The Times, and view the insight captured in real-time from within their CRM system.
As News UK continues to execute on its strategy of growth through driving customer advocacy, Rant & Rave’s real-time technology will enable it to listen to and learn from the voice of its customers to ensure it lives up to its brand promise and delivers a high quality customer experience.
Whilst Rant & Rave’s technology has been in place at News UK for some time the new solution will allow them to understand the link between customer sentiment and behavior on a much deeper level. Members will be invited to share their feedback via the multichannel platform, the method used to solicit their views will be driven by their individual contact preference, and the request limited to one score and one comment, to keep things as easy as possible for customers. Sentiment analysis will understand every word immediately and link the feedback back to the specific interaction the insight was driven from.
Linking feedback directly to individual records in Salesforce in this way will bring a number of benefits. Not only will News UK be able to report at a richer level of detail, linking insights to customer demographics for example, but it will also allow them to tailor the service they provide, connecting with customers on a more personal level. Customer sentiment will be used to drive priorities and decisions, whilst purchase history and financial information will be linked to overall satisfaction allowing for positive engagement and more meaningful interactions.
Extra support can be offered to those in need and targeted offers and marketing campaigns sent to those satisfied customers who might be interested. Because feedback is mapped back to the interaction so quickly the system also provides invaluable opportunities for team leaders to provide in the moment coaching, supporting News UK’s philosophy of training great people to create delighted customers and therefore great business results.
“Great companies find ways to tune in to the voice of their customers every day and then systematically take action on what they’ve learnt. We aim to deliver an experience so good that it changes the economic behaviour of our customers. But it’s impossible to win their hearts and minds without first winning the loyalty of our employees. Rant & Rave has transformed the way we do both. The introduction of the Salesforce app is another significant step on our journey to close the loop between the promise we make as a brand and the experience we deliver.”Sean RisebrowDirector of Customer Service, News UK
Dennis Fois, CEO, Rant & Rave, said “There’s little more powerful than the actual verbatim comments of a customer to drive business change. The combination of Rant & Rave and Salesforce empowers companies like News UK and others who rely on the CRM system with a practical solution to the execution challenge many brands are still facing with their CX programmes. This intelligent approach to capturing feedback will restore consumer confidence in the value of sharing their thoughts. At a time when over surveying customers has become an industry pandemic and ‘feedback fatigue’ is rife it’s imperative that brands show their customers that they are being listened to and that the service they receive is changing as result. We’re delighted that the team at News UK are taking this next step with us to make feedback meaningful again.”