Løkke was on a mission to improve the feedback culture and customer voice presence within Lakrids, while ensuring the support team were empowered and informed when it came to the removal of manual tagging.
When members of the team would go to her with a repeat issue, Løkke would take a look at SentiSum to see what the numbers are saying to double check whether it’s an actual issue, or potential confirmation bias from a few tickets in a row detailing the same issue.
After initial pushback, Løkke assured the team that this would only help them both in their work and in becoming a trusted source of customer insights within the organisation.
Now, she says, members of the team come to her saying ‘Can you see if we have an issue with this, or is it just me?’.
"Working in CS is often based on a lot of feelings.
We need to learn to work with data, as it’s easy to fall into feelings and hunches when you don’t, which leads to difficulty in getting buy in from other areas of the business."
- Løkke Engraf
It’s now become part of a daily operation where issues are flagged, researched and then, if necessary, escalated to the department responsible to try and resolve the issue.
One particular win that Løkke finds with the feedback process is being able to pull up numbers on a regular basis and ad hoc.
She currently does monthly reporting of SentiSum insights, which provides a benchmark on a rolling basis and lets teams know exactly what the customer is saying about their products and overall experience from order to delivery. However, when a recent campaign had some technical issues, Løkke was able to pinpoint exactly how large of an issue this was and bring it to attention immediately.
"Now that we have 12 months of data populated, I’m starting to see even more patterns and benefits from comparing November 2021 to 2022.
It’s becoming increasingly easy to tell if something is an anomaly or regular rhythm of business, with the next element being focusing on the different needs of customers from a B2C and B2B level.
Our way at Lakrids by Bülow is to help each other to succeed and act to stay ahead so this helps us a lot."
- Løkke Engraf