Where would your business be without customers? You could just turn off the lights and walk out. There are of course a range of alternative scenarios; starting at the bottom rung, keeping a few customers, reacting to complaints on facebook and having to pump money into advertising or discounting to keep the same volume of customers; up to the top rung with loyal customers who are raving fans, praising you in Barbeque conversations and liking your posts on facebook.
Are you leaving the rung of the ladder you stand on to chance? Once a negative customer service experience is on social media, it is there for the world to see. You have a choice to be proactive, initiate the dialogue and understand and react to your customers’ experiences before they reach facebook.
At 10 THOUSAND FEET we believe in not leaving customer satisfaction to chance, talk to us about how you can put in place the following steps to make your customers experience a priority.
Every organisation and their interaction with customers and budget for the process is different so get in touch to have a conversation about what process would best suit you.
Step 1. Determine what is important to your customers in their interaction with you and other similar organisations.
This is a critical stage of mapping out your customers experience and can involve internal workshops, focus groups, accompanied shops/ navigations and sophisticated regression analysis to determine the leading indicators to customer satisfaction.
Step 2. Initiate and engage with customers.
Engage with customers to request and encourage their feedback. Whilst you have to monitor and engage in social media, we do not believe in waiting till negative feedback pops up on your fan page on facebook. It is critical to be proactive and reach out to customers in a way that makes sense to your organisation. Surveying your customers can involve inviting participation in a short survey via email, sms, on your website, via telephone, face to face or on the back of a shopper docket.
Step 3. Where negative feedback exists resolve the individual scenario and put in place actions to improve in this area.
If a customer has taken the time to give negative feedback, they will most certainly take the time to complain about you to friends and colleagues and may also take the time to switch to competitors. So having happy customers is of the utmost importance to both your company’s reputation and to its bottom line. Taking the negative feedback seriously and acting quickly to resolve or engage in a conversation with the unhappy customer will make you stand apart from your competitors. This can involve channelling the feedback immediately to a centralised customer service department/manager or having the feedback dealt with at a local level by the manager of the location the customers complaint related to.
Step 4. Track what is important to you.
You wouldn’t clean the bathrooms just once a year or review your Profit and Loss in hindsight only once a year. If you view customer experience as a priority, it is vital to regularly track the leading indicators of satisfaction and give customers an opportunity to give feedback directly to you.
Tracking may involve having regular survey periods that fit with your organisations capacity to engage with customers or may involve keeping the lines of communication open at all times.
Step 5. Benchmark, report and reward to drive actions
Ask most people about what makes their organisation successful and they’ll tell you it is doing the basics well. Keeping certain areas of measurement the same from survey period to period will enable you to keep key areas at the top of your mind, and also understand what historical initiatives have had the greatest impact on customer satisfaction.
Feeding back this information to your organisation in a way that drives action is vital. This may involve tracking key leading indicators on a region by region basis or reporting right down to a location/ point of sale/ individual team member level. This may also involve reporting in such a way that key metrics can feedback into overall performance reviews and bonus structures to encourage making customer experience a priority across the business.
Interested in increasing customer satisfaction?