To reinforce our changes, Daan van der Lugt, manager sales and marketing at ANVA, and Ronald Roos, (former) proposition specialist at ANVA, decided to test our cooperation with customers in an innovative way. We are moving away from the large bi-annual customer satisfaction survey and diving fully into a modern and transparent assessment method.
The last two times ANVA tested its customer satisfaction was in 2017 and in 2019," Daan starts. From those surveys frequently came the question: what are you guys actually doing? "A golden opportunity to capitalize on. We are now doing that by asking for input, feedback and experiences from our users more often, more intensively and more compactly. Our ambition is to grow from customer engagement into customer satisfaction," he explains. Ronald adds, "Of course, this is not organized just like that. That's why we started to formulate a strategy around the question of how can we better involve our customers in our product development?"
"Our goal is an ambassador pool of about 25 customers who collectively represent our user community. They regularly engage with us about current and future developments. The motto is: together we make ANVA better. Some 20 offices have now joined. They are proud to have participated and to be part of our developments. Moreover, they actively radiate this!", says Daan with satisfaction.
Of course, we also like to involve all our customers who do not join the product reviews or ambassador program. They receive a question once every two months that can be answered in one minute. Ranging from questions about general satisfaction to product-specific topics. Daan: "We have been using this method internally for about two years and are expanding it to our customers. Quite innovative for our industry and also quite exciting, if I'm honest. After all, we promise openness because customers can see each other's anonymized answers. So we're exposing quite a lot. That may not be flawless from day one, but we believe we need to do this to fulfill the need to properly understand customer needs and track our results short-cycle."
Ronald fully concurs. "It shows guts and also puts a lot of pressure on us to manage all expectations and answer questions. This is why we consciously choose to involve other professional disciplines within ANVA in this in addition to commerce and tackle it together."
