Martha Brooke | Sampling of Engagements:
Ongoing B2B Roundtable Series
For over 3 years Martha has been hosting B2B roundtables on behalf of CXPA. Speakers have included luminaries such as Jeanne Bliss, Rob Markey, Mark Slatin, Amy Bills, and Megan Burns, to name a few. Would you like to be notified of upcoming B2B roundtables? Please add your name here.
Podcasts
Amas Tenumah Interviewed Martha about the Problem with Net Promoter Score | Amas Tenumah, November 4, 2024
In this episode of Amas Talks, Martha Brooke discussed how to improve surveys to achieve robust insights. Listen here!
Greg Kihlström Interviewed Martha about the Science of CX Surveys | Greg Kihlström, July 17, 2024
In this episode of The Agile Brand, Martha Brooke discussed the science of CX surveys. Listen here, or see the summary and the transcript here.
Jason Bader Interviewed Martha about Call Center Training | Jason Bader, January 10, 2024
In this episode of Distribution Talk, Martha Brooke discussed how to evaluate and elevate call center interactions. Listen here! Or, check out our post with highlights from the conversation here.
Mark Slatin Interviewed Martha about The Science of Customer Surveys | Mark Slatin, June 15, 2023
Mark and Martha Brooke discussed gamed surveys, alternatives to NPS, and whether customer surveys are science or art. Listen here.
Jason Bader Interviewed Martha on Surveys in the Pandemic Era | Jason Bader, Nov. 11, 2020
In this freewheeling conversation, Martha Brooke and Jason Bader chatted about the shifting landscape of surveys and interviews during our COVID times. Now more than ever, companies need to get to the bottom of what’s going on with their partners, customers, and employees. And they need more than a few data points, they need fact-based insights they can act on. Listen here!
Shep Hyken Interviewed Martha on The Future of Customer Feedback | Shep Hyken, June 20,2020
Shep Hyken and Martha Brooke had a great conversation about the future of customer feedback. While survey fatigue is real (and growing), Martha identified 4 situations in which customer feedback surveys are clearly warranted. Listen here.
Webinars
CXPA Case Study Webinar | Rethinking CX
Piper Smith of Nautilus, Matt Selbie of Oberon3, and Martha Brooke of Interaction Metrics broke through the Zoom wall with a high-participation workshop that expanded participants’ customer exerience thinking. Using the Harvard Case Study Method, together we deepened attendees’ approach to CX beyond the usual Net Promoter surveys. Matt argued for taking a hands-on operations approach. Piper took a step back to discover the essence of the brand and Martha presented a science-forward research approach that gets to the bottom of how customers feel and think about companies.
CallMiner Webinar | Concrete Ways to Improve Your Surveys Today!
It’s hard to open your inbox without being asked to take a customer survey. But just because the world is littered with surveys, doesn’t mean that companies have their surveys down pat. Martha discussed the 5 standards common to all effective customer listening programs and the specifics of how to avoid survey biases. Examples were shown in the context of actual surveys.
Participants left with five standards that guide all effective customer listening, four main categories of survey flaws, plus 10 survey errors and their immediate fix.
SOCAP Webinar | You are Unique, Why Measure Customer Engagement Like Everyone Else?
For decades, we’ve been conditioned to believe there is a single, universal metric for measuring customer loyalty, whether you’re using NPS, C-SAT or CES. But your customers’ relationship with your business is far more complex than a single question could ever uncover. This webinar was based on the popular workshop featured at SOCAP’s 2018 Re-Imagine Customer Care Conference.
Participants left with new ways to improve the customer experience that go beyond surveys to shake up the “business as usual” metric mentality.
Conferences
CXPA Leaders Conference, Denver, CO | VoC Survey Science
Topics included survey biases, response rate, representative sampling, and how to do analysis.
Two group exercises were used to help attendees identify survey mistakes and mastermind the survey invite.
ASCRS Sponsored by Care Credit, Washington DC | Tips for Effective Patient Conversations
Martha Brooke addressed challenging situations, shared best practices, provided examples, and helped participants turn difficult moments into great conversations.
Through interactive exercises, participants learned how to develop rapport with patients, turning customer service into extraordinary experiences.
Support Driven Expo, Portland, OR | The Pros & Cons of Net Promoter Score
Participants learned when to use Net Promoter Score, when to avoid it and what other questions and methods are worth considering. At the end of this session, they knew the pros and cons of Net Promoter Score. If NPS is almost right for them, but they wanted a question that is more scientific, they learned how to tweak the net promoter question to boost its accuracy and value.
Participants learned the three tests Net Promoter needs to pass for it to be right for them, and alternatives if it’s not the best metric for their goals.
CCW: Customer Contact Week, Las Vegas | Executive Track: Customer Feedback Solutions
Studies find that executives vastly overestimate the quality of the customer experience they deliver. Two main reasons abound. First, companies tend to rely exclusively on customer satisfaction surveys. Second, that data suffers from response bias, gaming, leading questions and other critical errors. This lighting fast session unpacked five common flaws in customer feedback programs; found five good solutions, and provided time to brainstorm customer feedback as a group!
Participants left with a set of questions to gauge their own objectivity, plus an understanding of the range of feedback methods, and ways to keep their customers engaged when using surveys.
ASQ, Seattle Chapter | Measuring Quality with Surveys and Other Methods
Quality is intertwined with consistency: consistent manufacturing outcomes and consistent customer experiences. But how do you measure consistency? And how do you determine if you are meeting customers’ needs? For many companies the answer is a survey. Unfortunately, just because you have a survey doesn’t mean it’s been designed scientifically. Moreover, a survey may not provide the kind of customer listening you really need. This workshop taught when to use surveys, when to avoid them, and other methods worth considering.
Participants left with concrete tips to improve their surveys, customer feedback methods outside of surveys, and ways to tweak the Net Promoter Score (NPS) question to make it more valuable.
Ecommerce Operations Summit, Columbus, OH | Agents Who Rock Resolution & Achieve Great Customer Service
How much quality and consistency you provide at every touchpoint can make or break both your retention rate and profitability. This session examined recruiting and hiring, as well as training and tools to help participants develop a team that can take on even the toughest customer service cases in an effective and professional manner.
Participants learned the benefits of using AI vs. human intelligence to measure service quality, training best practices, the four dimensions of customer service, and examples of distancing cues, shutting down, undermining expertise, and much more.
SOCAP Re-Imagine Conference, Salt Lake City | The Myth of NPS & CSAT
Are you ready to ask yourselves – and your customers – the hard questions about your relationship with each other? The Net Promoter Score and traditional CSAT measures have, for decades, asserted there is a single, universal metric for measuring customer loyalty. Using a combination of statistics and social science, we debunked the single metric myth and learned new ways to improve the customer experience that go beyond surveys and set the stage to shake up the “business as usual” metrics mentality. This was a joint session with Lisa Oswald, Michael Callahan, and Martha Brooke.
Participants learned how to get clear about what the customer experience really is, when to focus on the customer’s view versus an internal view, examples of valuable questions and metrics, and the range of methods outside of surveys used for customer listening.
Martha Brooke | Specialty Sessions
- Synchrony Financial CareCredit: 9 Secrets to Turning Prospects into Consults
- Technology Association of Oregon: Mindfulness & the Customer Experience
- IIeX North America: 3 Steps to Branded Customer Service
- HDI Expo: Customer Service — Measuring What Really Matters