Customer Experience, Customer Satisfaction

Measure and Act on Customer Experience and Customer Satisfaction.

Your organisation needs to understand how customers perceive the quality of your transactions and communications with them so that you can act to keep them as loyal users and advocates.

Seeking feedback from customers is a requirement of ISO 9001:2000 and a commonsense marketing tool. More than that, customer feedback should drive everything the business does.

We can help your organisation to research customer experience as well as to measure and react to customer or prospect dissatisfaction.

Loyal customers and advocates need to be satisfied with every aspect of your company's performance from product durability to legibility of invoices; not forgetting the professionalism of the satisfaction survey itself!

Reputation management.

If customers are not satisfied and feel negative about your organisation they may resort to negative comments in new media including wikis, blogs and on social networking sites. Potential customers searching for you on Google might find those sites first.

Superficial web or mail surveys that attract responses from just fanatical devotees or habitual critics don't say anything about the typical customer.

When conducting a customer satisfaction survey it's vital to poll a representative sample of new, old, large and small buyers, users, recommenders and the other influencers who contribute to the selection process. Not just those who are self-motivated to respond. We can help you to extract from your CRM data a representative sample comprising the required mix of customers.

We almost always survey by telephone then it's possible to probe answers and ask for examples.

Research without action will not mend problems.

Surveys that don't precipitate direct action are also a waste of time. For example, surveys that result in self-congratulatory charts in annual reports or press releases are often counter-productive. One fast food company reported that more of its customers were satisfied or very satisfied than any of its competitors. However, closer scrutiny showed that 49% were partly or wholly dissatisfied.

Customer satisfaction measurement projects are themselves customer communications and must be conducted professionally.

A nasty little web pop-up form will be seen as just that. What's more it will not allow you to probe answers, request examples or ask for more details about an issue.
And remember to thank participants - a letter from the CEO is worth more than a bottle of junk wine.

If the customer's sales and other contacts at your organisation can't see the detailed results of a survey how will they correct any problems?

Record the individual customer experience and customer satisfaction data in the CRM record - preferably in a secure, dedicated page. And ensure that your staff that contact that customer can check out and follow up on any criticisms or negative perceptions.This kind of individual follow-up is just as important as numerical analysis of the results and addressing centrally those aggregated issues that are important and failing.

GoldMine's Telemarketing Script Module can drive and record your Customer Satisfaction research as well as making individual results visible to sales and marketing teams.

You can use scripts to automate a variety of tasks, such as guiding telemarketers through sales calls and collecting survey information. With GoldMine Telemarketing Scripts you can record survey responses automatically in a 'Fields' tab and calculate cumulative results.

If you are interested in more information about the topic covered here or wish to receive a FREE Customer Intelligence audit please get in touch. You can call +44 (0) 1628 629576 or click here to send an e-mail.