You have collected a ton of feedback but are confused on what to do about it? Then, this blog is for you.
You must have realised that collecting feedback is solely the tip of the iceberg. The real merit is what you do with the data once you collect the feedback.
An understanding of customer experience and the journey is vital to progress with the whole feedback process. It is crucial to assess the current process of dealing with customers at each point of their journey and possessing adequate know-how of dealing with feedbacks henceforth.
Throughout this process, you must focus on the WHY.
- Why would a customer be displeased with my service?
- Why would this risk my business?
- Why should I take measures to act upon such complaints?
- Why is it beneficial to me?
These are some questions you should ask yourself whenever you ride with your customers on their journey.
For you are not in a position to only bid them “bon voyage”. You are a significant part of their experience, and you should be capable of communicating the same to them through action.
But, how do we do that?
Step#1: Talk to the disgruntled customers
After collecting the much-needed feedback, the fundamental response would be to identify the main cause of customer frustration. Speak to detractors, understand their concerns, and convey what action would be taken to address them. This process ensures that customers are happy about their voice is being heard. In fact, many times, this makes them happier than the resolution of the issue itself.
You need to close the loop after collecting and recognizing faults and transform them to serve well for the business. Hence, proper action must be taken to nullify the loss of customers and increase its base instead.
Step#2: Choose your battles wisely
The result of any customer satisfaction survey is to pick out the big, long-term initiatives that would drastically enhance the customer experience and loyalty. While this is very important, in the initial stages, it is also crucial to be on the lookout for some low hanging fruits. These could include a small change in the website, a change in the call center script, or any small win that could potentially affect your customer satisfaction score. This recommendation, followed up by a corresponding increase in the score, will give the employees a sense of progress and achievement.
Once there is such achievement, ensure the internal PR is strong enough to make all stakeholders aware of the win. If you are using a transactional NPS, such wins are easy to find.
Step#3: Get everyone at the organization involved
Any good firm always considers the fact that employees work with the firm, and not for the firm.
In order to prove so, they must be lifted to the fair position to be able to access information related to their service and what the customers have to say about them.
Share the customer feedback with everyone at the organization. The feedback, along with verbatim/audio clips, if shared with other employees is very effective. Organizations such as Apple and Charles Schwab, which are big advocates of NPS, share the comments of the customers directly with the people higher up the ladder. Listening to the customers’ voices can help employees empathize with them better and walk in their shoes. This alone can motivate employees to become more customer focused and can serve as a great source of learning. You can use positive feedback as a testimonial and negative feedback as a trigger for improvement.
And the impact of this?
- Greater unity of motives throughout the organization.
- The movement of NPS or any other customer satisfaction metric impacts the bottom-line.
- Service costs come down.
- Showing this data internally gets everyone interested in bringing about a customer-centric change, plus, also gives a sense of oneness and transparency among the members of the organization.
So, when are you planning the same?
Mapping your customer journey is the first step to listen to the voice of your customer and make a positive change.
Click on the button below and get some ideas to start the customer journey mapping process at your company.