If you’re looking to learn more about your customers, a recent article by Nancy Porte has you covered. While traditional customer surveys may still be useful and can provide a great start to developing a company’s customer experience program, Porte points out that people are gradually becoming less likely to respond to them. In addition, surveys only give companies a high level overview of how customers view your company; they don’t give you too much detail. Porte gives the following five methods to learn more from your customers.
1) Go One-On-One
When you receive your survey feedback, it can be a challenge to understand why a specific group of customers weren’t happy with your company. Porte recommends holding focus groups with these participants to learn exactly what is making them unhappy with your company and how you can fix it.
2) Leverage Speech Analytics For In-The-Moment Responses
Instead of waiting for survey responses to learn about your company’s customer experience, you can utilize speech analytics tools to hear agent/customer interactions as they’re happening to determine what is being said that makes them happy and unhappy.
3) Take Advantage Of Customer Initiated Digital Feedback
Some customers are more likely to responded to a small comment section on a website than they are to fill out a big survey. Utilize these less intrusive feedback options to make it easier to gather more customer input.
4) Use Online Communities As A Listening Tool
Whether it’s social media channels, message boards, or other online communities, these options can be a great way to communicate with customers directly and continuously in a more conversational tone. In addition to providing an open dialogue with your customers, online communities also enable them to discuss with and help each other.
5) Text Analytics Can Help Make Sense Of It All
With the variety of digital communication channels that companies use for their customer experience, it can be a challenge to stay organized. Porte recommends using a text analytics system to categorize all digital comments and inquiries to make it easier for agents to respond in a timely manner and for customer experience teams to keep track of data when doing research and working on their customer experience programs.
This blog post is based on an article from CustomerThink. To read the original article, please click the link below:
Beyond Surveys: 5 Methods to Learn More About Your Customers – Nancy Porte
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