Why Customer Satisfaction Surveys Are (Still) Useless

By Dave Sutton

Simply put, happy customers do not necessarily equate to a profitable business. If you’re relying on traditional customer satisfaction surveys to track and improve your performance, it’s almost guaranteed that you will not learn enough to make meaningful changes that will impact your business and bottom line. In previous writings on this subject, we offered up a few tricks for analyzing both structured satisfaction data and unstructured (i.e. open-ended questions) data to reveal actionable insights to enhance customer experience.

However, that’s not sufficient.

You need a disciplined strategy in place that’s going to walk you through the exact process for engaging your customers with your brand story at the right time and in the right place. It’ll take work to put the right frame of thinking in place, but it’s worth it. And just when you think that you’ve figured it out, it will be time to adapt and adjust again. Jim Blasingame, the author of The Age of the Customer and host of syndicated radio program Small Business Advocate recently pointed this out.

“Every Seller must ask themselves this question every day: How can we continually adjust to changes in customer expectations in order to stay relevant to them?”

— Jim Blasingame

Here are 4 tips on how to prepare for the “moment of relevance.”

1. Start with the Mind of Your Target Audience

At the center of your Brand Story and strategy is the customer, and it is your responsibility to understand their wants, needs, and desires to mold their journey and engagement with your brand. You can’t guess what your customers want based on some generic customer satisfaction index. You must ask them. Do the homework, conduct the primary research, generate insights, and reveal the gaps. Then, initiate a plan to help your team get into action and close those gaps. At TopRight, we perform customer needs analysis, and reveal stated vs derived importance to discern between what customers “say” they want versus what they actually “do”. Your story must be simple, clear, and aligned with your audience’s needs and wants. It must resonate with your audience in such a way that he or she wants to be a part of your brand story.

2. Meet them Where They Are and on Their Terms

Once you have your story, you need to make sure it reaches your customers – in formats that they consume and through channels that they use, across every touchpoint. With all of the noise in the market today, you’ll need to leverage thought leaders, influential people, and referring websites to stand out from the crowd.

This part of the strategy goes well beyond traditional PR and uses links to help build authority for your site, so you rank better in search. The focus here is on the quality of where your website is linked and who’s seeing it. You’ll receive referrals from other highly ranked websites, enjoy more exposure, Go to the full article.

Source:: Business 2 Community

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