The majority of business owners do not spend enough time listening to their clients. And I do get that.
Listening on the surface is not the glamorous business strategy within the game.
We live in a customer-centric environment, where companies fight for quality or product experience. Brands are learning how customers think about your brand, your goods, your services by gathering feedback.
Knowing the audience means developing a listening strategy that combines multiple feedback types: organized and unstructured, qualitative and quantitative, requested and unsolicited.
In this post, I will go over some ideas on how to build a communication approach that goes beyond the likes and dislikes of charting a path towards enhancing the customer experience.
1. Build an attack plan
Introducing ideas into practice is easier to say than achieved.
You’ll need to be thoughtful about how to gather and coordinate reviews, move the team for practice, and finally close the loop with customers.
My recommendation is to use the following framework as a point of departure to build your listening strategy.
- What do the brand mean to customers?
- Is there a consistent experience they get across all channels?
- Do target audiences understand the value proposition of this brand?
- What problems will customers now face?
- Are there any urgent issues that need to be immediately addressed?
- Are you having issues getting to your target market?
- Will trends emerge around specific issues?
- Is your team aware of those problems?
- Does the company meet expectations in terms of quality?
- Does evolving skills keep pace with competitors?
Acts on insights
- Priorities in the Flag. Identify which segments of platforms, products and consumers have the biggest impact on your bottom line.
- Next, fix urgently needed problems. Start by fixing critical issues, items like bug fixes, communication issues or security issues on your website should be on your to – do list first.
- Move the list downwards. Once you have strengthened the core, then expand it outwards into new segments and new offerings.
Close the loop
Finally, after you’ve implemented feedback, it’s important to ensure you have a plan in place to close the loop.
Make sure you do not promptly ask for all the feedback. Market or feature surveys by segment, and fix one issue at a time.
Otherwise you will not be able to review the feedback you have got, much less follow-up on it. Customers want to know you’re not just listening, you’re acting on the input that they took the time to share.
The quicker you can adapt and implement changes, the better, gathering real-time feedback enhanced both employee and customer experiences according to Qualtrics results. Customers thought their input had made a difference, and staff were able to gain exposure in their most pressing issues in real time.
Not all enquiries are created equal. You’ll need to make sure that you choose the best format for your goal
1. Net promoter Surveys (NPS)
Net Promoter Score (NPS) is a benchmark for customer satisfaction, typically used for measuring loyalty. The familiar survey method asks clients a simple question, on a scale of 1-10, how likely are they to recommend a friend to your brand?
Companies with the highest NPS tend to grow twice as fast as their competitors according to Bain and Company. This survey seeks to measure consumer sentiment through multiple touch-points on a large-picture scale, reflecting overall brand perception.
2. CSAT Surveys
CSAT surveys are used to assess client satisfaction with a specific encounter. Where NPS measures long-term sentiment and customer loyalty, CSAT surveys are used at the individual touch-points to measure satisfaction.
CSAT surveys may be used to follow up with a customer after a service ticket is closed, inside the app to get satisfaction with a particular feature, or after a customer completes a transaction to find out if they’ve had an easy time checking out. Surveys alone do not paint the picture as complete. No matter how basic the rating systems fall victim to individual expectations of what a good or bad score is.
Most reviews that say 6/10 is a “good” experience, but if you put this score in a film ranking, it’s probably a flop.
Some people believe that there is no such thing as a perfect score and, therefore, will not in principle give you a 10/10 NPS score. Others always score perfectly, unless something went awfully wrong. For numerical surveys, adding a line or two for freeform feedback allows you to learn a little bit more about why a particular score was assigned to that person.
3. Interview your Customers
Qualitative customer experiences add context to quantitative reviews such as star ratings or NPS scores. The goal here is to understand the human emotions driving the decisions of our customers.
What questions are you supposed to ask? How you ask customers depends on what you expect to know through conversation.
Write a summary in advance to ensure your questions are organized around your main aim–whether it is understanding how customers view your service team or how they use a new product.
Open questions structure the conversation, while giving consumers the opportunity to extend their discussion on a given issue if they have more to say. Please ensure that you remain impartial and avoid questions. Instead, begin simple and wider issues based on a single concept.
Some examples are:
- What would improve the product / service?
- What would it be if you could change one thing?
- Do you want to help us with any needs in the future?
Keeping things simple helps the client to rely on his experience and offers the opportunity to ask specific questions in order to learn more. The customer also demonstrates that you listen to follow-up questions. Repeat key picks and ask them to explain answers or address a particular issue.
You work with anecdotal information to make it hard to correlate individual feedback with demographic trends with the challenge of conducting interviews. Sellers and customer service representatives can provide other forms of direct input as they collect feedbacks on a daily basis in real-time.
Although these regular encounters are usually not deeply involved in consumer issues, they can uncover questions, concerns, or requests for functionality you can follow up afterwards.
Another strategy you could use is a SWOT customer analysis exercise.
SWOT is an acronym for powers, vulnerabilities, potential and threats if you’re unfamiliar with the concept. Essentially, this is a way to evaluate the advantages and disadvantages of a business choice visually.
Consider completing a SWOT test to evaluate your solution. your customers. This enables the audience to learn how their brand views its objectives and pains.
It is no doubt necessary for all businesses regardless of size or sector to offer a great experience. You will develop a deep understanding of your customers and what they want if you make listening a priority. While learning the insights into tailor-made solutions takes some time, listening-actively and empathically-is the first stage to success.