Did you know that 87% of customers today think brands need to put more of a focus on a more consistent customer experience? That’s a pretty large percentage, showcasing both a problem in today’s customer experience processes, but also a very significant opportunity for businesses who are aiming to implement more strategic growth initiatives into 2019. But in order to enhance your processes, you have to start from scratch, and that means finding out what your customers even think about your products, services, and support processes to begin with. So, in order to do this, you need to collect some customer feedback. But in today’s digital age, what is even the best way to do this anymore? Emails, texts, or is the phone still the best solution?
Here are some ways today’s digital customers like to provide customer feedback:
Today’s buyers want instant resolutions to their problems. Online chat tools provide a quick, easy way to access someone without having to pick up the phone, hear a menu of prompts, sit on hold, and whatever else they may encounter. They want to be at their desk at work where they can open a browser and type out a quick question to an online support agent. And while a powerful support tool, live chat also provides a great opportunity to collect customer feedback. It can be as simple as typing at the end of the conversation, “are you completely satisfied as a customer of [insert your company name here]?” Or, if you’d like to take it one step further, ask them if you can contact them with an email survey about their experience as your customer.
An email survey is probably one of the best and most likely to be responded to forms of feedback tools you have in your arsenal. Especially when that survey is limited to a few questions, it can be a powerful source of gaining a lot of information from a large number of people, in a relatively quick fashion. To encourage a higher response rate, offer a gift or incentive for completing the survey.
Although technically also a survey, a Net Promoter Score (NPS) poll keeps things very simple with just a single question survey. Usually, the question asked is something along the lines of:
"How likely are you to recommend [insert company name] to a friend or colleague?"
The answer choices range from 1-10 with ten being the best. After you collect the scores, they should be calculated to identify which customers are likely to be promoters, neutral customers, or detractors for your business.
To learn more about NPS and how to implement it, click here.
The world of social media can seem like a scary place to embark on a customer feedback process, but it’s become a necessary one as customers use it as a primary location for asking for and sharing recommendations, reviews, and complaints. Solicit feedback through social channels, or use discussion topics as an opportunity to gain additional insight just by meeting your customers where they are on social media.
After Purchase Pages
One of the best times to ask a customer about something is immediately after they’ve purchased something but before they move on to something else. For instance, after someone checks out or accepts a proposal, you might have a page appear that says, “How would you rate your shopping experience with us today?” and offer a numerical range for them to quickly select from. You can then use that information to create an NPS process exclusively for the sales process itself.
Use the Phone
Despite what you might think, the phone isn’t dead when it comes to gaining customer feedback. Especially because your customers should have resources like knowledge bases and live chat to answer more common and quick questions, the phone is now used for more complex issues, which is also when a customer is more likely to have feedback for you.
As you can tell, there are a variety of ways today’s buyer is willing to give you feedback, but in most cases, you just have to make it super easy for them to do so. And once that feedback is collected you’ll have valuable insight into what’s working for your business, and in turn, what you can do to fix the problem areas that may be hindering growth.
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