Utilizing Customer Feedback to Make Impactful Business Decisions
Collecting, analysing and leveraging customer feedback
Collecting, analysing and leveraging customer feedback can be an extremely complex task – It not only involves understanding all of the touchpoints a customer has with your organisation, but also having mechanisms in place to gather relevant customer feedback as close to the moment of truth as possible.
Here is where a clearly defined CX program becomes essential to map customer journeys, analyse customer feedback and provide the tools to interact and positively influence customers at key points on the path-to-purchase, all within the framework of clearly defined business goals.
We can understand the potential positive impact of this two-way customer-business/ business-customer feedback by asking a few engaging questions around customer loyalty and advocacy:
- Does the customer have the most basic information to proceed to the next stage of their journey?
- Are their rules and triggers in place to quickly resolve common issues and bottlenecks in the path-to-purchase?
- Is the customers’ journey personalized and can their individual needs be resolved quickly?
- Is the customer proactively and predictively engaged with to provide an exceptional customer experience?
- Does the customer feel empowered and part of a win-win process?
- Would the customer advocate your products and services?
As each of these questions is answered the need to combine different customer feedback types and sources effectively and in one centralized platform becomes clear, whether from in-the-moment surveys to gain real-time feedback; social media monitoring to gauge sentiments and trends; unstructured text analysis and transactional data processed from CRM, call centre or other systems; or demographic data.
A centralized CX platform can prove essential in providing a holistic view of the customer journey, as well as the ability to map more tailored experiences, gain more granular feedback and measure business objectives directly against customer feedback and improvements in customer experience at those defined touchpoints.
Customer feedback programs increasingly look to unify customer feedback from all areas of the organization to give accurate context of the whole customer journey – from brand perception to website UI, sales initiatives to product development, each unified map will be unique for each business with a common thread of promoting consistency, best-practise sharing, customer-centric organizational structures and strategies grounded in customer feedback.
As the organizational impact of CX programs becomes clearer in driving brand loyalty and advocacy, the use of correctly interpreted and actioned customer feedback across Sales, Marketing, IT, Operations, Product and other departments will be essential for the survival and success of the most customer-engaged businesses.
Assessing the needs of the customer first, prioritizing current and future operational capabilities and using a trusted CX partner are key to embracing the most effective collection of customer opinion and CX program.