Who Are Your Customers? What Are They Saying? And Are You Listening to Them?

  August 30, 2010 in Blog, Customer Feedback by Marci Bikshorn

Do you know your customers? Are you listening to all of them? Are you reaching all of them? If so, how?

What survey instruments and program tools are you using? How are your survey instruments designed? Are you gathering feedback from all customers? From all departments? For all products? Across all channels of distribution? From every customer touch point? At every stage of the customer lifecycle?

When we talk about “listening to customers,” we believe there are two parts to the formula. What does true listening mandate and are you absolutely sure you know your customers?

Effective customer experience measurement programs demand that selected survey tools are well-balanced with uniformity in the executed methodology, terms used, rating scales, and classifications. This ensures that the intelligence collected will be heard and will be useful not only at the field level, but also across multiple departments. Clearly, the plan of action must be reliable and the suitable numbers of responses collected of a respective sample size to allow you to draw compelling conclusions.

Recently acquired customers, existing customers, and disgruntled customers deciding whether they should continue to do business with you or choose another place to do business will all have different perceptions and experiences. It is paramount for you to capture their insights in order to build your customer base, retain your “promoters,” take the necessary steps to prevent losing customers, and even learn what it would take to win back the “disbelievers.”

We understand that you cater to Business-to-business Consumers as well as to the End User. Capturing customer feedback from all touch points is vital. Customers should be asked their opinions on everything, from product packaging to product quality to customer service support to ease of doing business with you to value received to how they felt they were treated during the sale and after the sale. What did they like and why? What did they dislike and why? What product enhancements and process improvements would set you apart from your competition? Understanding the good, the bad and the ugly positions your team for growth.

When you are armed with customer feedback you can:

  • Use the customer intelligence for strategically planning your annual goals and objectives
  • Pinpoint the key drivers of customer loyalty and customer satisfaction and link them to areas of opportunity and behavioral change to drive your bottom line
  • Draw upon your knowledge of all customer demographics, purchasing behaviors, and expectations to segment your customers and deliver the desired experience again and again
    If you’ve done all of the above, you can be sure you will hear the true voice of the customer.

If you are interested in learning more about how you can call upon your customers to learn more about how it feels to do business with you contact Service Excellence Group now!

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