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well hello and welcome to a customer sure seminar on the best way to design a customer feedback strategy thank you very much for sparing a few minutes to join us uh we're going to make a start we're going to try and run uh crisply for 30 minutes i know everybody's busy uh and you might be waiting for your your sandwiches so we'll crack on and uh uh as you say we'll try and run time as best we can my name's guy let's i'm founder of custom assure we set the business up in 2010 and over the last 10 years we've helped our clients implement our software now in hundreds of companies around the world and along the way we've picked up some useful ideas that we'd like to share a tiny bit of background before 2010 i was head of customer services in a a great big ftse 100 company um where i'm actually embarrassed to say that we went about measuring customer satisfaction in a very wrong-headed way but dare i say it's actually quite a common way um that was until some talented people in my department some talented members of my team eventually had a breakthrough and they made it much much better and the impact of getting it right was that we were able to use feedback not only to drive up customer satisfaction but that also fed through to improving customer retention and profit within the business uh it actually made a huge uh difference to our revenue so today we're going to see how having a good strategy can make you well it can really make you a complete hero in your business happy customers and a happy boss um we're trying to have a bit of fun as we go through and we'll maybe take a a pop or two at some of the big companies who get things wrong so uh here we go just a quick couple of house rules about questions uh we will collect questions in the chat as we go through for anybody who wants to stick around if we've got time we'll cover some at the end but if you have got a question you pop it in the chat and we don't have time to answer it then we will follow up afterwards so if there's any burning issues that you want answered uh do feel free to share those and we'll get back to you this is what we set out for the uh webinar but what we what we really want to cover is this you know that feedback is a is a good thing to do if but if you do it right it can make a really huge impact on the organization's performance but if you're not crystal clear about why you're doing it then you can then end up wasting a lot of time and effort i often people see i often see people tying themselves...