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Collecting customer feedback – Great! How about managing it?
CloudCherry | Featured | August 2, 2016
We’ve said it a million times before and we definitely wouldn’t mind saying it again – collecting customer feedback is the first tiny step towards improving customer experience. Yes, the “first tiny step”.
Have you ever wondered why some companies promise so much, set high expectations, talk customer-centricity all the time, but fail to deliver on this promise? In other words, a lot of us, as customers, sense a huge gap between what is said and what is done, right?
A major part of this problem stems from the fact that even though organizations are more than willing to collect customer feedback, they find it difficult to make it actionable. And collecting customer feedback just for the sake of it is as redundant as it is a total waste of time and resources. It is also something that can turn out to be detrimental to your business when your customers find out that you aren’t doing anything about their feedback – which involves them opting to give you time out of their schedule.
So, if you are looking to transform customer feedback into actionable and meaningful insights, here are some strategies you could follow!
In a typical business model, there’s every chance for customer data to get easily trapped in silos. Meaning, the different teams within your organization would have different sets of customer feedback data to work with. The lack of collaboration and co-ordination between teams to understand feedback data is one of the main reasons for organizations to not able to translate the customer’s feedback into actionable processes and policies.
Instead, for the customer feedback data to make sense, it’s important to centralize/organize any and all feedback you collect on one single platform. This improves accessibility as the different departments can slice and dice the customer feedback more holistically and also come up with a more well-rounded action plan to improve customer experience.
And a customer feedback management platform like CloudCherry provides your business the platform to do all this! With holistic insights by your side, it naturally becomes easier to use feedback data in process improvement.
By using the right technology, brands can in fact act on a customer’s feedback instantly. And by instantly, we mean the exact moment a customer leaves his feedback!
This is especially helpful when a particular customer is furious with your brand for a poor experience/service. You don’t want to see them leave irate or dissatisfied because there’s every chance they might go tell the world about their experience. In fact, Americans tell an average of 9 people about their good experiences, and tell 16 (nearly two times more) people about poor experiences. (Source: American Express Survey, 2011.)
Which is why brands need to act “in real-time” as soon as the customer leaves some negative feedback. Compensate for their experience, and by doing so, you indirectly let them know that they are being heard and their feedback is being valued.
Now, are you interested in creating real-time feedback alerts for your business? CLICK HERE!
At the end of the day, don’t you want your top management to take decisions that directly improve customer experience? But given today’s super-busy business milieu, it is practically impossible for the top management to adopt a hands-on approach on customer interactions and engagements, especially if the scale of business is large. Therefore, the idea is to present customer feedback data to top management people in such a way that they can effortlessly derive actionable points from it.
With a digital customer experience management platform, it is possible to schedule weekly, monthly and even end-of-day reports that directly reach your top management. These reports represent customer feedback in depth, analyzing the various aspects of your business and also pointing out customer painpoints that need immediate resolution.
By making feedback actionable, your business can stick to the mantra of “listening to the customer to drive organizational change”. The more you begin to take action on what your customers tell you, the easier it is to not just preach customer centricity but make it a part of your culture!