Martha Brooke is Chief Analyst and Founder of Interaction Metrics. She’s a Certified Customer Experience Professional (CCXP) and holds a Blackbelt in Six Sigma.

To dramatically improve the Customer Experience (CX), Martha founded Interaction Metrics in 2004. Martha and her team of analysts use a variety of Customer  Feedback methods to pinpoint successes, friction points, and missed opportunities between companies and their customers.

Talk with Martha about effective customer interview questions, Net Promoter Score (NPS), your customer satisfaction survey, or other aspects of customer feedback here.

To spur dialogue about research-driven approaches to customer feedback, Martha leads nationally recognized conference sessions and workshops. She also shares critical observations of customer satisfaction surveys and customer service through her blog which is syndicated by CustomerThink and other portals.

In addition, she’s frequently interviewed on topics such as the pros and cons of Net Promoter Score for podcasts and panels around the world. Prior to Interaction Metrics, Martha worked for two dotcoms, Lucy.com and Food.com, where she drove improvements into the customer experience.

Some of the organizations where Martha Brooke has spoken include: Project Management Institute (PMI), American Society of Plastic Surgeons (ASPS), HDI, The Score Conference, Customer Solutions Expo, American Marketing Association (AMA), NICSA at the Harvard Club, Operations Summit, Association of Support Professionals, and SOCAP International.

Upcoming Sessions:

CCW: Customer Contact Week—Las Vegas, June 26-27, 2019

VoC Roundtables, + Executive Club Track: Expert Customer Feedback Solutions

Studies find that executives vastly overestimate 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 unpacks 5 common flaws in customer feedback programs; finds 5 good solutions, and provides time to brainstorm customer feedback as a group!

Takeaways:

  • Questions to gauge your customer feedback objectivity.
  • New, alternative feedback methods.
  • Ways to keep your customers engaged—when using surveys.

Support Driven Expo, Americas 2019—Portland, OR, July 12, 2019

The Pros & Cons of Net Promoter Score (NPS)

Learn when to use Net Promoter, when to avoid it and what other questions and methods are worth considering. At the end of this session, you’ll know the pros and cons of Net Promoter Score. And if NPS is almost right, but you want something more scientific, you’ll learn how to tweak the Net Promoter question to boost its accuracy and value.

Key Takeaway:
Know 3 tests Net Promoter needs to pass for it to be right for you. If it’s not the best metric for your goals, you’ll learn alternatives.

ASQ Seattle Chapter, Dinner Presentation—Bellevue, WA, June 13, 2019

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 Customer Listening and that listening is conducted with 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 teaches when to use surveys, when to avoid them, and other methods worth considering. It examines the 5 standards all Listening programs should be held to and then drills into the specifics of how to avoid biases and examples of high-impact questions—both shown in the context of actual surveys.

In the workshop part of this session, you’ll get to try your hand at finding flaws in a survey. It can be done virtually via the webcast but we hope you’ll attend in-person!

Your Takeaways Include:

  • Concrete tips to improve your surveys
  • The landscape of customer feedback methods outside of surveys
  • How to tweak the Net Promoter Score (NPS) question to make it more valuable for you

Recent Past Speaking Engagements:

Los Angeles CX Analytics Summit, April 24, 2019

Workshop: 18 Ways to Improve Your Customer Listening (VoC)

It’s hard to take a step without being asked to take a customer survey. But just because the world is littered with surveys, does not mean that companies have this method down pat. In fact, in 2016, we examined the point-of-purchase surveys for over 51 of the largest US retailers. Our study, the first of its kind, concluded that, based on engagement and accuracy, most surveys get an F Grade.

This workshop teaches when to use surveys, when to avoid them, and what other customer feedback methods are worth considering. It examines the 5 standards all Listening programs should be held to and then drills into the specifics of how to avoid biases and examples of high-impact questions—both shown in the context of actual surveys. This is a high-participation workshop where you will get to try your hand at finding flaws in a survey and you’ll learn:

  • Concrete tips to improve your surveys
  • The broad landscape of different methods outside of surveys
  • How to tweak the Net Promoter Score (NPS) question to make it more valuable for you

Washington D.C. Smart Customer Service, April 29, 2019

Workshop: content similar to the CX Analytics Summit Above

Ecommerce Operations Summit, April 9-11, 2019

Master Class Workshop: Offering the Optimal Customer Experience
Giving customers a consistently excellent experience across channels is the mantra for retailers today. How much quality and consistency you provide at every touchpoint can make or break both your retention rate and profitability. To help you get there, this workshop will cover several key aspects of the customer experience.

  • How to live by your company and department mission
  • The importance of live chat and text in client engagement
  • Creating a culture focused on customer satisfaction
  • Determining the benefits of AI vs. the human touch

Panel: How to Focus Your Team on Great Customer Service and New Opportunities
When your business launches a new product line or enters a new channel, how do you support that change, especially when it calls for recruiting, training and upgrading skillsets? And how does this work as you scale the initiative? This session will draw from merchant experiences of taking a team that’s used to dealing with inquiries and preparing them for a focus on new priorities like sales, loyalty and building customer lifetime value.

  • Team preparation, training and staffing
  • Tools and processes that need to be put in place
  • Measurement, metrics and success factors

Panel: Preparing Agents Who Rock Resolution & Achieve Great Customer Service
Customers can get hot under the collar quickly when there’s a problem, and a big contributor to your loyalty and retention efforts is how well and how fast you address each one. This session will look at recruiting and hiring, training and tools to help you develop a team than can take on even the toughest cases in an effective and professional manner.

  • Best practices in training to reinforce the right skillset
  • Creative ways to diffuse an angry customer interaction
  • About providing agents with the right tools and processes

More Popular Engagements:

Interview on Shep Hyken’s Podcast, Live Date: February 19, 2019 
How to Get the Most from Your Customer Feedback and More!
I’ll be discussing the best ways to improve and get the most from your customer feedback and may touch on my latest article about why Uber’s rating system radically fails everyone!

SOCAP Webinar Series, Panel Workshop, February 21, 2019
Your Business is 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. In this webinar, based on the popular workshop featured at SOCAP’s 2018 Re-Imagine Customer Care Conference, you’ll learn new ways to improve the customer experience that go beyond surveys to shake up your “business as usual” metric mentality.

SOCAP Re-Imagine Conference, Salt Lake City, October 23, 2018
The Myth of NPS & CSAT: Your Business is Unique, Why Isn’t the Way You Measure Customer Engagement?
Are you ready to ask yourselves – and your customers – the hard questions about your relationship with each other? The Net Promoter Score/System 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 debunk the single metric myth and learn new ways to improve the customer experience that go beyond surveys and set the stage for you to shake up your “business as usual” metrics mentality. This is a joint session with Lisa Oswald, Michael Callahan and Martha Brooke.

  • Getting 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
  • The range of methods outside of surveys used for customer listening

ASPS Reboot Your Practice Conference, Chicago, September 27, 2018
7 Mistakes Associates Make that You Can Fix Tomorrow
We start by critiquing the recordings from various surgery practices (they volunteered!). Did the receptionist make the patient feel at ease? Do you think they did a good job sharing their doctor’s background? Would you be willing to come in for a consultation? We’ll discuss what these staff members could have done differently and where they succeeded.

  • Critique real customer interactions with live recordings
  • 4 dimensions of customer service and how they are weighted
  • Conversation elements common to medical interactions
  • Hear examples of distancing cues, shutting down, undermining expertise, etc.
  • 5 proven ways to be persuasive

Portland AMA, Portland PMI, Association of Support Professionals, etc.
Workshop: Get Your Survey Out of a Rut, Get a Better Survey
Could your survey be tuning customers out? It’s practically a given that every company will issue a customer satisfaction survey. But it’s not a given that every survey will improve customer satisfaction—or even uncover gaps and opportunities. There is a better way.

In this workshop, participants see (using real cases and surveys) a few of the mistakes companies commonly make with their customer feedback programs. Then, we work in small groups to identify and resolve typical survey errors. Participants are also introduced to a 6-step process that leads to accurate data, actionable insights and paves the way for positive change.

  • 2 Tips to improve your feedback program immediately
  • 5 categories of survey bias with 25 specific biases
  • A meaningful definition of CX to guide your customer listening program
  • 6 steps to achieve standout customer survey success
  • A few of the most useful metrics for pinpointing gaps and opportunities

HDI Conference & Expo, CRM Group, Private Corporate Sessions, etc.
Workshop: Branding Customer Service and Measuring What Really Matters
Actionable metrics are ones that get to the heart of the customer experience and account for multiple touchpoints, myriad personas, and different types of inquiries.  This workshop shows how to account for these situational details so that you have a truly accurate picture of what’s really going on with your customer service.

  • Simple dashboards that allow for complex drill down
  • When to use Persuasion Score, Effort Score, Brand Score and other metrics
  • Deconstruction of real-life interactions

Martha Brooke | Specialty Sessions:

  • Synchrony Financial CareCredit:
    9 Secrets to Turning Prospects into Consults
  • CallMiner Webinar Series:
    CX Programs that Yield Significant ROI
  • CXPA Portland Panel:
    Showing ROI on Your CX Investment
  • Technology Association of Oregon:
    Benefiting from a Mindful Approach to Customer Experience
  • IIeX North America:
    3 Steps to Branded Customer Service

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Conferences Where Martha Has Spoken: