Understanding your customers’ experiences is crucial to how your company thrives. Though they can provide valuable feedback, annual customer satisfaction surveys are not always sufficient. Instead, ongoing real time feedback from customers is needed. This is due to multiple reasons:
- The closer to the transaction, the better the feedback. Customers will be able to give you more detailed and accurate feedback, if their interaction with you is recent.
- You signal that your customers’ experience and opinion is valuable to you, while giving them a way to vent their feelings, should it be needed.
- Customer experiences are subjective. If you want to understand them you need to make ongoing customer feedback supports your company’s quality assurance.
- Lastly, your organization or business cannot react on possible shortcomings until they have received feedback from their customers. Therefore, the sooner this happens, the sooner you can make the necessary changes.
Essentially, the actual purchase made by your customer can be seen as the culmination of a journey that stretches beyond this single event. If you think of your customer transaction in the terms of a customer journey comprising of all customer touch points, it allows you to examine your customers’ entire experience of doing business with you. These touch points range from the first time your customer was exposed to your brand, to the purchase itself, as well as the time following. By taking the temperature of your customers at all relevant levels of your interaction, you will be able to isolate and address weak points throughout your value chain.
In order to get continuous feedback from customers, it is imperative to have real time systems in place that ensures swift interaction with the customers through services such as, automatic survey launches, reminders, and alerts to allow for quick response.
To hear how Enalyzer can assist you in ensuring ongoing customer feedback, get in touch with one of our consultants here.