“Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realize it themselves.”
Any successful business will tell you that it takes a lot more effort, time and money to bring a new customer than retaining an existing one. Hence, it is important to know how the customers are feeling about their customer interactions with the organization. Organizations that regularly collect feedback from their customers are keeping a check on the pulse of their customers.
Customer Feedback surveys help organizations in understanding what they are doing right and most importantly what they are doing wrong. Businesses are not built on hunches or assumptions made on intangible data. A satisfied customer helps in enhancing the brand value and acts as a great marketing campaign for the business with zero investment. A recent study by Serena Way suggests that organizations that regularly collect feedback from their customers are able to retain 6% more customers as compared to organizations who do not collect any feedback. Customer feedback surveys not just help in collecting feedback and listening to the customers, they help in establishing a well engaged, highly loyal and emotionally happy customer base.
Sometimes even the feedback you might be receiving might not be translating to the expected ROI. That is when you should ask these questions. Are you happy with the responses you are receiving? How much can you rely on your customer feedback surveys? What is missing in them? Are your customers happy to take them or do they want to delete your emails or messages, the moment they see them?
Let’s see what is missing in your customer feedback surveys. We need to accept the fact that there are too many surveys out there. Amongst the billions of surveys every year, how many of them are really effective and actually provide the needed impact for the organization. Customers complain that the surveys are too long and too tedious. Few of them believe that nobody acts upon the feedback; hence they do not want to waste their time by sharing their opinion. Some of the surveys are taken after a long duration, by then the customer cannot actually recollect much about his/her experience. The feedback collected in such cases is no longer effective.
In order to make this a success, know how to address it the Serena Way;
a) Make your surveys interesting, easy and immediate:
Through the customer journey maps, once you understand why they made certain choices or why they discarded others, what they prefer and how do they prefer to interact, you will be able to segment your customers. Also, based on information captured about their emotions in the journey map, a targeted communication, and customized experience can be delivered to customers. Most customer value personalized and customized communication and it impacts their loyalty big time.
b) Make use of technology:
Very few businesses are collecting feedback through multiple channels. Most of them are still using just emails to reach out to their customers. The advent of social networking websites and online communities has made reaching out to the customers very easy. Make surveys that customers can take them on-go. In order to create a customer centric environment, it is important that customer feedback is collected at every point of interaction. Automatic integration of interactions through various channels like email, chat, social media, chatbots, physical interactions will make it easy to collect the feedback and also acting on it as needed.
c) Keep the customer in the loop:
Customers will be more willing to take the surveys when they know the intent behind it. So, it is important for any business to educate their customer regarding this intent and generates the confidence that their feedback is valuable and will be implemented. The customer feels most rewarded when they know that their opinions have been taken into consideration and the organization has actually worked on them. So, keep the customer in the loop, do not lose them after collecting the needed feedback. Don’t just thank them for the feedback, let them know the impact they created by providing their valuable feedback. A customer who feels rewarded will turn into an advocate.
Superior customer experience and stronger customer relationships can be built through obtaining both solicited and unsolicited customer feedback and acting on it before the ‘moment’ is lost.