Four Tips to Improve Customer Experience With Digital Feedback

By Terry Anderson

61%25 of $500m+ organizations with mature VoC programs with mature VoC programs feel customer comments are most important source of insights - key stat to consider when collecting digital feedback

Digital feedback has the potential to have far-reaching business impact on defining metrics, such as customer loyalty and revenue. But only if it’s harnessed correctly.

For this to be the case, there are a handful of absolutely critical strategies you should be following. The first of these is ensuring you capture the right data. Sounds easy, right? But you’d be surprised how many large businesses don’t know where to start.

So what’s the first step? Simply listening to what your customers have to say, and in their own words. This may sound straightforward but many companies get this wrong.

According to the Temkin Group, 61% of organizations that have “mature” Voice of Customer programs and $500 million or more in annual revenue believe that open-ended verbatims from customers provide the most value when it comes to customer insights.

Which makes sense.

When your customers initiate a conversation with you, they will tell you exactly how you can improve their experience, and what aspects of their experience they expect for you to take action on to improve – but only if you let them.

1: Listen to what your customers have to say…don’t just let them speak at you
If you already use a digital feedback solution or are capturing direct customer insight online, you need to be clear that there’s a subtle but important distinction between letting your customers speak to/at you and actually listening to what they have to say.

Listening involves a two-way communication exchange, where your customers speak to you and you then take the time to consider what they are actually saying. As more and more exchanges between customers and businesses take place online, the fewer opportunities there are to have the same level of two-way exchange typical of face-to-face communication.

One of the main goals in gathering feedback is to enable communication between you and your customer: information is delivered (by the customer), and a message is received (by the company). And ideally your customers’ messages compel you, as an organization, to take action.

Think about it: if a customer in a brick-and-mortar store approached a manager and indicated that product pricing on tags didn’t match with the store’s promotional signage, that manager would take action to correct the mistake – more than likely, immediately. That customer’s expectation for you to take action is no different on digital channels.

2: Ensure you don’t influence responses
To get the true and honest digital feedback you require, you need to ensure you don’t influence customer responses in any way. When requesting digital feedback, think about the following points:

  1. Let them speak in their own words – enable your customers to leave actual open-ended comments about what they want to tell you.
  2. How you ask is important – invite online feedback with an open-ended comment so as NOT to influence the nature of what your customers want to tell you. If, for example, you instead ask a specific attitudinal question such as “how do you feel about content of our site?” – odds are that the information you get will focus specifically Go to the full article.

    Source:: Business 2 Community

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