You’re probably familiar with the classic customer satisfaction survey. In fact, it’s become the new normal for companies to bombard us with their requests for feedback. So, here at Interaction Metrics, we asked ourselves: sure companies ask their customers to share, but do companies really care about what their customers have to say? To get an answer, we did a study.
Topics: Customer Experience, Customer Feedback Management, Customer Retention, Customer Feedback, Customer Experience Strategy, Customer Centricity, Customer Experience Improvement, Retail Customer Experience, Customer Experience Survey
Studying the Customer Experience feedback for companies that utilize a field service delivery model reveals some interesting insights. The most interesting of which is the importance of the field engineer. The impact of their performance comes not only from their technical ability to perform the install or repair task, but also their ability to interact with clients. When you consider that your field engineer may be the only face-to-face contact that your customers have with an employee of your company you can understand why their customer experience (CX) skills have such an impact on the overall CX.
We work with a number of banks and credit unions, all of which are committed to using customer feedback to deliver a great customer experience. We recently aggregated data from across all of our clients to see what we could learn about overarching trends in banking customer experience.
If you’ve been reading our blog, you know by now that customer experience management is an exercise in perspectives. In a way, it’s almost like an elaborate game of Telephone: the further you are from a customer’s transaction, the more disconnected you become from their needs, their concerns, and their purpose for doing business with you.
Far away from the customer, it becomes easy to buy into intuition and personal perspective. After all, our own intuition is valuable. It’s led to our respective cubicles, conference rooms, and corner offices.
But it’s a mistake to rely solely on your own point of view.
As a customer experience company, we field a lot of questions from prospects about customer feedback. In fact, it’s common for prospects to have a system for collecting feedback—from rudimentary snail-mail surveys to online survey platforms. But it’s uncommon for them to have a system for acting on that feedback.
Here's the thing: If you’re not acting on customer feedback, then there’s not much reason in collecting it.
Well, unless you’re after another pointless meeting or two. Or you really enjoy bullet-heavy, meandering PowerPoint decks. Or if you have a real hankering for reports to hide in your desk drawer.
I suppose if those are your reasons, then by all means, collect away.
Topics: Customer Feedback Management, Customer Experience Management Software, Customer Feedback, Customer Experience Strategy, Voice of the Customer, Customer Experience Improvement, Banking Customer Experience
Maybe it’s an attentional bias on my part, but I've noticed a trend of insulting restaurant workers in the news. I’m talking about this type of report from The Washington Post, in which servers leave grammatically inept insults like “im a plad a------” on receipts.
Sometimes customer experience strategy can be simple. Sometimes it’s as easy as being nice.
In the arms race for customer intelligence and customer experience improvement, you may find yourself compelled to blindly collect data. It may go something like this:
My wife and I recently had a baby, and as a new parent, my smartphone quick-draw has gotten snappier. You see, things come up while you’re holding a newborn—things that must be Googled, ordered, photographed. And time (as they say) is of the essence.
In these past weeks, I’ve been able to confirm my suspicion about a lot of mobile customer experiences.
Which is this: They’re irritating.
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