WHITE PAPER
How to Capture CustomerFeedback to
Gauge Satisfaction and Improve Retention
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www.parature.com | 1.877.GO.PARATURE
Parature White Paper
How to Capture Customer Feedback to Gauge Satisfaction and Improve Retention
Proactive Communication with Your Customers for Continuous
Service Improvement
If you’re leading an organization trying to survive and thrive in today’s uncertain economy, you know there are
simple rules to follow: communicate with customers when and how they choose, strengthen your
differentiation, and identify inefficiencies and act, quickly, to improve.
Easily said, but, perhaps, not so easily done. Effective and profitable customer communications means
reaching your customers and prospects where they are. Today, that means more places than ever before:
Facebook, phone, Twitter, chat, e-mail, websites — the list of communication channels is long. Broadening
what you do well, and where, and, listening and correcting what is wrong can be daunting. How do you know
what is working and what is not?
The stakes are high. You know you’re playing in an increasingly competitive marketplace, and that pervasive
social media channels like Facebook and Twitter mean your business can be on top one day, and at the
bottom the next. Your customer support team is your front-line offense and defense to managing customer
retention, brand perception, and even new customer acquisition strategies. In short, listening to the Voice of
the Customer (VOC) and delivering top-tier customer service is vital to driving new business.
Friendly and accommodating phone conversations, although important, are not enough to reach best
practices levels and, operationally, are frighteningly expensive. Every one-to-one customer service
representative (CSR) interaction costs money, and each one deflected puts your service organization on a
path to increased profitability. Customer service organizations need more than email and the telephone to
truly serve your business well, especially since today’s Web-savvy customers prefer other ways to
communicate. Discovering what works for your customers, segmented by your relevant demographic
information is essential to driving success.
Parature Customer Service™ software is a completely integrated suite of service and support applications that
provide the tools you need to implement and execute top-tier customer service, end-to-end — all available in a
Web-based environment.
Parature Feedback™ and Parature Survey™ are application components of the Parature suite, and are focused
on helping companies implement a continuous feedback and survey process that incorporates the VOC into
your operational and support activities, putting you on the path to becoming a more customer-focused
organization. In the end, you will protect your company’s good name, turn satisfied customers into devoted
evangelists, and drive new business.
Real-Time Feedback for Actionable Support Improvements
Parature Feedback™ and Parature Survey™ provide organizations everything they need to collect timely
customer feedback, perform in-depth analytics and then rapidly evolve unique workflows to make immediate
changes that, not only improve efficiency, but impact top and bottom lines. Whether you want to instantly
measure CSR performance at the end of a chat session or create a detailed survey as a follow-up communiqué
with customers, Parature helps you obtain the information you need to strengthen your support team, grow
customer retention rates and increase business.
www.parature.com | 1.877.GO.PARATURE
Parature White Paper
How to Capture Customer Feedback to Gauge Satisfaction and Improve Retention
Parature Customer Service software integrates a customer
portal, knowledgebase, ticketing, and a host of other modules
in one dynamic, tightly unified system that manages and
reports on all of your support activities so you can
continuously improve. Parature enables businesses to extend
support activity to every channel available to customers today,
so companies can be where their customers are, and give
them the power to choose when and how they conduct their
interaction. Parature supports channel communications
through the Web, e-mail, phone, Web- based product
embedding, Facebook, Twitter, chat and more.
“A current customer recently spent
10 minutes raving to a potential
customer about how good our
customer service is. A lot of that is
due to the change in methodology
and using Parature.”
James Foster
Client Data Operations
Manager, e-MDs Software
“Parature Customer Service
Growing your business means constantly improving on what
software has been excellent for our
you do and ensuring that the customer is always satisfied.
company; improving team
Parature Feedback and Parature Survey empower you to
efficiency, creating better customer
gather the necessary information to devise the optimal
relationships and providing better
customer support strategy for your unique business. How can
customer service.”
a particular CSR improve his/her performance? How can a
Nancy Porte
relationship with a regular longtime customer continue to
Vice President, Operations
grow? Customers have this information and Parature provides
Vovici
you with the key to obtaining, and implementing that
information. Parature customers can tightly link feedback activities into all support operations, so managers,
CSRs and executives can also see how efficiently and profitably support operations are running.
Features and Benefits
Parature Feedback
Parature Feedback provides a fully integrated means for you to easily and efficiently obtain valuable customer
feedback from multiple support channels so you can determine and execute targeted relationship
management. Parature Feedback allows you to capture information specific to a support issue upon ticket
close or at the end of a chat session. This allows you to easily evaluate customer satisfaction and gauge your
support team’s performance so you can make necessary changes or leave things status quo — all in an effort
to boost customer retention and create new business.
With Parature, customer service teams can view individual feedback history across incidents for one-to-one
relationship management or view feedback results. Either way, you’re able to more promptly manage and
resolve issues.
Customer Last Feedback: Parature’s Customer Last Feedback feature provides CSRs the ability to see and
reference a customer’s previous feedback while active in tickets or chats to provide individualized support that
strengthens the relationship.
Integrated Time-Sensitive Alerts: Easily configurable rules-based parameters allow you to send time-sensitive
alerts that are directed appropriately to the right person within your organization or put into the correct queue
based on the customer’s last feedback session. You are able to react appropriately based on customer priority
or any other ranking or workflow unique to your organization.
www.parature.com | 1.877.GO.PARATURE
Parature White Paper
How to Capture Customer Feedback to Gauge Satisfaction and Improve Retention
Embedded Feedback Gathering: Customer support organizations can gather
feedback in any channel they choose. For example, companies can gather
feedback from within a knowledgebase, through a phone call or a chat, from
Facebook, and more, so you can ensure you are gathering actionable
intelligence regardless of channel.
Real-Time Integration: Every piece of information gathered, regardless of
channel, is updated in Parature in real time, including analytics and customer
data and ticket repositories so you can act, react and immediately adapt for an
ultra- efficient support organization.
“Parature enables us to
manage all of our support
needs in one integrated
suite. I’m such a fan of
Parature and so happy to
be their client — they are
the vendor that I respect
the most in my day to day
activities.”
Chris Henderson,
Senior Manager of
CustomerService
IGN Entertainment
Define the Feedback Process: Configure the presentation and look and feel
where feedback collection occurs, by channel. Plus, you can customize your
questionnaires to fit your precise needs. Create up to five questions, include
or exclude a comments field, choose from ratings or yes/no questions, and
even select from several predefined graphics. Control the rate of collection with the ability to require feedback
on ticket close, a special “anti-nag” feature that limits feedback requests, and easy deactivation/ reactivation of
questions.
Detailed Analysis and Reporting: Evaluate and integrate customer feedback and satisfaction into Parature
reporting and quality control processes. Organizations can create and monitor custom ticket views based on
feedback and incorporate it into Parature Premium Reporting for analysis.
“Rosetta Stone and
Parature share a common
philosophy; to listen to our
customers and make our
products better.”
Jay Topper,
VP of Customer Success,
Rosetta Stone
Parature Survey
Soliciting customer comments — without disrupting a positive customer
experience — is a tough, but necessary balancing act. Measuring your
customers’ experience is crucial to understanding their needs, improving your
organization’s performance, and growing customer retention and affinity for
your brand. Parature Survey helps you strike this delicate balance by enabling
you to easily measure customer satisfaction and keep tabs on quality
assurance so you can create and maintain a superior customer experience.
Parature Survey enables you to effectively integrate surveys throughout the entire support process and
workflow at just the right times.
Unlimited Unique Surveys: Set up an unlimited number of unique surveys, depending on interest, product or
whatever is relevant to your business. For example, ask for specific feedback when a ticket is resolved or
when a customer uses the FAQ portion of your portal.
Complete, Integrated Feature Set: Parature Survey is built and hosted by Parature. Other companies offer
survey solutions through third-party vendors, making integration and maintenance more expensive and bugs
and downtime more likely. Parature Survey is part of a fully integrated suite of Parature Customer Service
modules, enabling seamless access to customer metrics, workflow configuration, and other data via multiple
support channels.
www.parature.com | 1.877.GO.PARATURE
Parature White Paper
How to Capture Customer Feedback to Gauge Satisfaction and Improve Retention
Configurable Survey Creation Tools and Templates: Quickly and easily create online surveys using
preformatted designs to accelerate deployment and the implementation of a seamless customer feedback
process. An intuitive Design Builder guides you through setting up your survey, allowing you to add logos
and color schemes that match your company’s look and feel. Select a multiple question format using a
variety of question types, such as checkboxes or radio buttons. You can also easily import existing survey
designs, questions, options or distribution settings.
Flexible Distribution Format and Mode: Distribute surveys in a number of different formats including links on
your website, pop-up surveys and e-mails. Set up your own customized rules for sending surveys
automatically, or establish automatic cut-off dates to end the survey whenever you choose.
Integrated Reporting and Analysis: Built-in survey reports give you instant visibility into responses. Parature
Survey data also integrate with other analytics, metrics and reporting capabilities within Parature for a
complete view of your support activities and effectiveness. Share results with your audience and easily
export data to Microsoft Excel to evaluate the information or use an external analysis tool.
Conclusion
Multi-Language & Multi-Browser Support
As with all Parature modules, Parature Feedback and Parature Survey are completely browser-based with no
plug-ins required, making deployment fast, easy and global. Compatibility for Microsoft Internet Explorer,
Apple’s Safari, and open-source Firefox is supported. Also, both single- and double-byte languages are
supported in multiple communication channels allowing global linguistic customization.
Complete, End-to-End Solution
Parature Feedback and Survey are completely integrated with the entire Parature Customer Service software
suite, which is delivered in a Web-based global model. Parature Feedback and Survey can be used in
conjunction with all other Parature modules including Parature Chat, Parature Ticket and others. When used
together, organizations enjoy a total view of all support interactions, improving productivity, boosting
customer retention and satisfaction rates, and lowering support costs.
Thoughtful, consistent communication with customers is critical to continuous business improvement. It is
what builds a solid brand and, in turn, a stable, thriving, growing company. Having a defined customer
feedback process helps you weave feedback into every line of business from product development to
customer support. Never before has this been more necessary because customers hold the power to
quickly share negative experiences that can devastate your reputation and revenue. Maintaining
communication with customers and obtaining valuable information about their experiences with your
organization is vital to successfully conducting business today. And, Parature delivers the solutions you need
to collect and act on that data foroverall improvements in efficiency and profitability.
Parature Feedback and Parature Survey give you the immediate and detailed visibility into customer
interactions across multiple support channels, from chat to ticket, that will enable you to better evaluate
overall customer and account satisfaction. There’s not a better way to connect with customers and use their
feedback to boost the level of service you provide, nurture business relationships, bolster your brand and
increase sales.
www.parature.com | 1.877.GO.PARATURE
ABOUT PARATURE
Parature is the industry’s leading provider of cloud-based customer
engagement solutions and is used to support more that 40 million end users
worldwide. Parature empowers customer service organizations to monitor,
manage, resolve and respond to a high volume of service issues across
multiple communication channels, including the growing number of
service-related conversations that are happening every day within social
media channels. With more than a decade of experience, Parature delivers
support and social media engagement and management solutions to mid-size
and enterprise organizations across a wide variety of industries.
Parature is among Inc. Magazine’s Top 100 Fastest Growing Private Software
Companies and is the recipient of numerous product, technology, and
leadership awards. Parature is used by some of the world’s most innovative
organizations, federal agencies and companies, including Evernote, the EPA,
Tagged and Threadless. Parature is headquartered in Herndon, Virginia. For
more information, visit www.parature.com. our Facebook page at
www.facebook.com/parature or follow @parature on Twitter.
HEADQUARTERS
13625 Suite B
Dulles Technology Drive
Herndon, VA 20171
Phone: 703.564.7758
Fax: 703.564.7757
www.parature.com
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