It’s easy to talk about the importance of customer input. You bring it up in a meeting, everyone nods in agreement, and you feel smart.
It’s another thing to actually invest time gathering and analyzing customer input. As important as this data is, the act of obtaining it is no different than any other business activity: you’ll need to show a return on the investment you put in.
Luckily, there are several metrics that you can easily connect with the insights you derive from customer feedback.
https://customerthink.com/5-ways-to-prove-the-roi-of-customer-feedback/
Gathering customer feedback and incorporating the data you collect as part of your marketing process will empower you and your team to drive effective strategies and resonate with audiences beyond your normal reach.
https://www.business2community.com/marketing/how-to-reach-your-customers-through-data-driven-marketing-campaigns-02159637/
Consider the rise of customer success. Because 74 percent of consumers feel contacting customer service is a frustrating experience, few speak up until they’ve had a truly bad time. The trouble is, just one negative experience is all it takes to send more than half of consumers packing for a competitor.
That’s why, instead of waiting for customers to call in, customer success managers monitor usage data like average session duration and login frequency. Although customers might hesitate to reach out about a page that won’t load, constant refreshing can signal that they’re struggling. Among U.S. adults, 87 percent want companies to proactively contact them before small issues turn into serious trouble.
https://www.entrepreneur.com/article/322362/
The average customer is online pretty much all the time, creating an abundance of data for today's businesses. If marketers aren’t using that data to offer more efficient experiences, it might be time to ask what it’s for in the first place. Here are a few ways brands have stopped sitting on their data and actually used it to solve some of the industry’s most annoying problems.
https://www.clickz.com/3-ways-using-data-solve-customer-problems/
To improve customer experiences, brands are increasingly turning to data to give them insights and direction. Some of the benefits include helping brands personalize the customer experience. This creates a more enjoyable and memorable moment for customers. In return, they can become repeat customers. Plus, they may tell others about their (hopefully) great experience. Also, a company can pinpoint what works and what needs improvement with the current CX strategy.
https://www.forbes.com/sites/steveolenski/2018/07/26/using-data-to-transform-the-experience/
Customers are providing companies with more feedback than ever before, and it represents a valuable source of data which can be used to improve the customer experience. However, in many large organizations, this data simply sits in silos, with teams tending to use the customer data they collect for their own needs only.
For instance, a digital team will use site feedback for website enhancements, while the contact center will use post-call surveys for improving agent performance. Data is rarely shared across departments for the broader purpose of improving the customer experience.
This begs the question, why don’t departments share customer data with each other? Some of the reasons I’ve heard may sound familiar:
http://customerthink.com/share-your-data-the-way-kids-share-their-toys/
Admit it. We as consumers are a demanding bunch. We have high expectations of the brands around us – whether that’s simply knowing our preferences, tailoring our online journeys, individualizing communications, or providing quick and hassle-free customer support. Put simply, we want to be the apple of every business’ eye. If things don’t go our way, well….it won’t be long before we’re off looking for an alternative that will meet our expectations. This logic is precisely why personalization efforts are so critical to the success of businesses – especially in the digital era.
Being able to provide these personalized experiences, however, has proven to be a real challenge among many digital marketers who are still in the process of adjusting to this growing trend. In fact, almost 60% of marketers claim that they struggle to personalize content (in real-time); an occurrence which is often attributed to the company’s inability to gain customer insights quickly enough and apply them. One way of removing this hurdle and gathering the necessary information for personalizing is by collecting customer feedback.
Let’s take a closer look at how customer feedback data drives the three ‘breeds’ of personalization.
https://www.abtasty.com/blog/how-customer-feedback-drives-personalization-efforts/
Customer feedback is the best source we have for collecting the consumer insights we need to improve our businesses. Asking for feedback, analyzing it and implementing product/service fixes where necessary can make all the difference for building brand loyalty and achieving success.
In fact, the most successful businesses today take the thoughts and feelings of their customers seriously. It's been clear to me, offering my company's, Varidesk's, products through Amazon that that retail giant sets the standard. It gathers customer insights, data and feedback, then uses that information to drive innovation in operations.
https://www.entrepreneur.com/article/315805/
Unsatisfied customers are probably costing you a lot of money.
The first step to overcoming this is to admit that you have room for improvement. The second step is to measure customer satisfaction to find out where you currently stand.
Measuring customer satisfaction doesn’t have to be complicated or expensive. In fact, it’s fairly simple to incorporate customer satisfaction measurement into your current customer success strategy.
https://blog.hubspot.com/service/how-to-measure-customer-satisfaction/
For several years now, I have seen financial institutions invest heavily in enterprise feedback management (EFM) systems. These platforms (or portals) certainly make it easier to digitally survey customers using email or text after every transaction. But that doesn’t paint the full picture. There is a downside.
https://www.greenwich.com/blog/drowning-data-%E2%80%93-making-customer-feedback-actionable/
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