Let's start with the good news. Customer experience (CX) has grown tremendously over the last 5 years. For some time, great customer experience was seen as a 'nice to have' or even maybe a gimmick. But luckily more and more companies are realizing that delivering on customer expectations also helps them drive revenue. With rapidly changing customer expectations we've seen a surge in companies trying to capture customer feedback to make the necessary changes.
Are organizations doing it right? Asking for feedback is one thing, but capturing feedback in a way that enables you to take action is a whole different ballgame.
We started to notice this in many of our talks with companies across industries. When we ask CX managers what their program entails we've been getting answers like:
"We have surveys."
"We do NPS℠."
And then when we ask what they do with it, the answer is usually:
"We share it internally."
"We add the monthly score to the management meeting."
"We just send the feedback to our stores".
Surprisingly, or not, these companies weren't able to tell us what the results of their CX initiatives are.
The CX teams have implemented surveys in the customer journey without a clear purpose and therefore are unable to make changes or prove the ROI down the line. Asking for feedback is of course a cornerstone of any customer-centric initiative, but you do need to have an end goal in mind!
Plus, sharing feedback internally is great, but when there is no clear strategy on how to follow up, it will ultimately frustrate your employees to see the same feedback come in over and over again.
That is why we need to take a step back and reposition feedback strategies toward their original goal: capturing customer feedback so you can take action and ultimately, drive your revenue.
We can't argue that capturing feedback and sharing it internally is a good start, but it takes more than setting up surveys to make your company customer-centric. If companies want to increase revenue, gain market share and engage their employees, they need to change something in their processes, products, and services, or people engagement.
That is why we have written this e-book, to help you do exactly that. We will cover some CX pitfalls and guide you through the building blocks on how to drive revenue using customer feedback.
It is what we live and breathe at Hello Customer and, in our opinion, it is how to do customer experience right.
All successful CX programs share the same building block: customer feedback. Capturing feedback is essential if you want to cater to the ever-changing needs of your customer. However, the way that you capture feedback can either propel you towards action or prevent you from changing anything at all.
We identified five mistakes companies make, ranging from practical survey design to strategic decisions. Here's the list: