Do Your Customers Really Love You?
It’s sometimes hard to really know how your customers feel about you. Your methods for listening to and measuring your customer feedback are key to getting this right.
Let’s start with your approach. Is the perspective of your customer feedback program Inside Out or Outside In? Unfortunately, internal bureaucracy leads many organizations to have an Inside Out approach, measuring from the brand’s perspective and not from the customer’s perspective.
World-class organizations have an Outside In methodology, focusing on how customers want to rate them—not just internal metrics.
So what’s the difference when it comes to actual practice? Organizations with an Inside Out approach over-rely on transactional surveys, receiving potentially skewed data based upon a single event versus the quality of the lifetime customer journey. World-class organizations with an Outside In methodology invite customers to provide ongoing feedback as part of a panel.
Here are seven practical steps you can take to understand if customers really love you.
- Get Customer Input: Go beyond transactional surveys and host a focus group (either online or in-person)
- Talk to Internal Stakeholders: Some of your best resources are your frontline staff. Seek their thoughts on what the key issues and friction-points are
- Expand to Relationship Surveys: Delivered annually, the relationship survey helps you see the customer’s perspective
- Develop Customer Panels: Continuous, strategic interactions with key customers who opt-in yield more actionable, customer-aligned data
- Create Online Communities: Surveys and panels, while effective, are bi-directional. Expanding to communities allows you to facilitate collaboration and ideation with and among your customers
- Analyze Structured and Unstructured Data: To ignore the open-ended comments is to fail to capitalize on the richest source of insight. Just because I’m not dissatisfied doesn’t mean I don’t have a complaint!
- Take Action: Closing the loop and staying engaged is essential. Communication on and around your customer feedback research endeavors keeps audiences engaged.
To learn more about these seven steps, please click on the link below to watch a webinar I recently presented with my fellow CX expert Sean Mahoney. If you have any specific questions, please feel free to contact me at brian.koma@verint.com.
Click here to view our webinar “Do Your Customers Really Love You?”
The post Do Your Customers Really Love You? appeared first on Customer Experience Management Blog.
Leave a Comment
You must be logged in to post a comment.
