Today, companies have a vast array of customer feedback collection methods to choose from; and for good reason – they provide different value, under different conditions. So, understanding the different kinds of feedback you need to drive increased value to your customers will help you select the right portfolio of tools to capture the variety of customer insights that you need. Have you ever observed the interactions of your call center agents for a day, or rode along with a member of your sales team? You quickly realize just how much variety exists within your customer touch-points and it won’t take you long to realize that not all this feedback has the same value to your business. So, why do most companies rely on just one or two methods of collecting feedback from their customers?
Balancing customer satisfaction and operational efficiency can be a challenging undertaking for most companies. We all know designing a top notch customer experience can come at the expense of operational efficiency. Some companies add touch points or extra steps to close out a service event, others might leave fresh baked cookies behind to provide that unique touch. In highly competitive service environments, it can be challenging to determine if the service you are providing is having the desired affect.
Most customer experience measurement programs start with a well thought out strategy. Unfortunately, we see over time without regular review of outcomes combined with heavy concentration on just the metrics, programs can become disconnected from their original strategy. Losing sight of the of the big picture can cause your program to fail. Over the last 30 years, we've seen some common oversights that lead to customer experience measurement program failure.
I recently had a disappointing service experience with an international money transferring service . A week after transferring money I received a web survey to provide feedback about my experience. Though I was eager to provide my feedback, the survey questions got me frustrated. The questions were long and weren't focused on my experience.
