For great customer experience, you need to keep your MARCs, or your Most-At-Risk Customers, to a minimum. But sometimes that is easier said than done.
Even the best companies in the world have customers that need a little more TLC—and a major benefit of Customer Monitor is that the platform allows you to track them and, more importantly, resolve them.
But you can only do that if you stay on top of them.
Here’s how you can keep track of your MARCs on Customer Monitor:
Before you navigate to the MARCs section of Customer Monitor, you should first ensure you have MARC notifications activated. You can turn on this function in your personal login settings.
Once activated, MARC notifications will send you an email alert. You can select from the following notification frequencies:
- Every time there is new activity with a MARC
- A weekly summary of MARC activity
- Every time there is new activity with a MARC and weekly summary of MARC activity
This will keep you up-to-date with the current MARC activity levels and empower you to make necessary changes.
After you have ensured you have MARC notifications activated, you should navigate to the MARCs section to get a broad overview of your MARCs. Here, you will find how many MARCs you have in total and their current resolution status.
You will also see a table which contains more information on individual MARCs. The level of detail displayed will depend on your individual CM setup. This table typically includes:
- MARC name.
- Most recent NPS.
- Most recent comment.
- MARC status.
- Days open.
- MARC notes.
You can adjust this table by selecting the column you would like to sort by. For example, you may want to get more detail on your lowest scores, so you would sort by ‘NPS score’. This will sort all the lowest scores to the top of the table.
‘MARC status’, ‘Days open’ and ‘MARC notes’ are particularly important for getting a MARC overview.
‘MARC status’ can be set to:
- Contacted, or,
You or your customer experience team will set these statuses as they work through the unresolved MARCs. ‘Contacted’ might be a phone call, an email or a face-to-face meeting.
‘MARC notes’ can be used across all three ‘MARC status’ stages and can be accessed by selecting the icon to the far right of the individual table entry. Within ‘MARC notes’, you and your team can set the MARC to five pre-set conditions:
- Emailed customer
- Spoke to customer
- Phoned customer
- Leave a comment
- Follow-up required
If ‘Leave a comment’ is selected, you or your customer experience team can add more information relevant to the resolution status of a particular MARC.
Finally, ‘Days open’ illustrates how long that particular MARC has been unresolved for.
Together, these tools give you a broad overview of your MARCs and their resolution statuses, as well as give you the information you need to action any major problems.
Tip: Keep an eye out for:
- A spike in the number of MARCs
- A spike in the number of unresolved MARCs
- Large numbers of particularly low MARC NPS scores (0 or 1)
- MARCs who have been unresolved for a significant amount of time.
- Large numbers of MARCs who have been contacted, but remain unresolved.
Your account manager will also be able to advise you on warning signs for your specific business.
If you spot one of these warning signs, it’s time to get more detail on the problem.
For individual MARCs, check the ‘MARC notes’. This will tell you how far along the resolution process they are, and what steps have been taken to resolve the problem—and how the MARC has reacted to them.
On a broader scale, you can use ‘Segmentation’ to get more detail on particularly risky and/or valuable audiences within your customer base. This may help you prioritise which MARCs need to be resolved first and foremost.
If you decide to action resolutions yourself, the easiest way to do this is to select ‘Resolve them now’ which is found below the ‘Unresolved MARCs counter’.
However, you should still ask yourself this question: Why are you getting these MARCs? What is causing these low scores? All Comments, Key Improvements or Extra Questions may be a good next stop to get more information.
For more information, get in touch with your regular account manager or read the rest of our documentation on Customer Monitor.