With the big bang of social media tools, there are now countless ways your customers can tell you what they feel about your organization, brand, product or services and their experiences.Customer feedback isn’t a new concept. It’s been around since commerce began the only difference is the tools usedand it’s now more democratized. It is easier now for the everyday customer to applaud or criticize your brand.
But the question is: What are you doing with that customer feedback? And, more importantly, are you using those customer thoughts, ideas and opinions to strengthen their experience with your organization?
According to research, in this modern and competitive age,the average business loses about 10% of their customer base every year, and some don't know why. Increased competition, pressure for time, decisions, and action are burdening owners like never before.To gain a competitive advantage over your competition, and to grow a healthy and successful business, intelligent owners and their managers are using customer feedback to their advantage.
I want to focus on five actionable tips that can help you start utilizing that customer feedback to drive performance for your organization;
1. Don’t procrastinate:Make sure you’re busy doing something productive and meaningful with your customer feedback. Some organizations have no set or loose discipline, principles and structure to leverage what customers tell them through actions or words, online or offline. Enroll and empower the people within your organization who make decisions (both the direction-changing and the daily kind) to set yourself up for performance payoffs down the road. You must operationalize the change. Act Now.
2. Minimize customer effort: Through listening or observation, find out how many times prospects and customers have to interact with you to get what they need. Understand their point of view regarding how hard they’re working to get what they need. This direct feedback can lead you directly to customer “paint points” you could probably easily solve to create added value for a much larger group of customers.
3. Turn feedback into ideas: Use customer observations, ideas, answers and feedback to drive product and service innovation for your company. Most times, customers have ideas you haven’t evenconsidered since they’re the ones actually using your products and services on a daily basis. Create simple processes where you can get that direct customer feedback into the hands of product designers and innovation leads for your company.
4. Identifyemerging customer needs: Use customer feedback to identify needs that haven’t been solved or even articulated yet. Don’t just take customer comments and feedback at face value,dive in. Social networking tools like Twitter or Facebook may be particularly helpful here. Emerging needs are the headwaters of demand for your organization. Give yourself the opportunity to solve a greater number of customer needs in the future.
5. Get involved emotionally: Identify the emotional tone your customers convey when they talk about your product, brand or organization. Does it match what you hoped customers would feel in your defined target, or ideal customer experience? If not, how can you relate with that? Are the emotions you hear consistent across customers? Are they consistent for each customer over time? While the tangible elements of your customer experience most directly solve a customer’s need, the emotional elements build loyalty. You must consider the emotional elements of your customer experience. More often than not, it’s the emotional connection to your brand that is much stronger than rational one. Work to strengthen that by listening intently to customer feedback. As the wise Maya Angelou once said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” a customer may complain about pricing and after several missed sales, you may adjust prices. A customer may say you don't have a large enough selection and you may consider ordering more inventory. A customer may compliment you about the cleanliness of your store or helpfulness of your salespeople so that you know you are doing something right.
If you can make it easy for your customers to provide feedback, then you should use their feedback to find out what's most important to them (likes and dislikes), focus your efforts on meeting and/or surpassing those needs. Trust me; you'll get the benefits of their future patronage and that of many new customers.
If you are thinking of advertising in Nigeria, please contact PoiseMedia Communications at www.poisemedianigeria.com or check our contact at the bottom of this blog. We can help you identify your market and reach them. We apply both BTL and ATL strategies to project our clients’ brands to the right audience. We can do same for you at very affordable price.
Business Development Officer
PoiseMedia Communications Ltd