Doing business in an increasingly competitive world is not easy. By collecting feedback from your customers and managing customer experiences, you can have the most critical information that will keep your business alive in an intensely competitive environment.
Collecting feedback is not as easy as it seems. Under normal conditions, the rate of customers leaving feedback is below 1 percent. It is in your hands to increase this rate.
Customers prefer to remain silent
Ruby Newell-Legner’s ¨Understanding Customers” research shows that only 4% of customers who are dissatisfied with a product or service leave feedback about it. It is revealed that 96% of unhappy customers remain silent and 91% of them do not prefer that brand again. The reason why unhappy customers stay silent is that they cannot find a channel where they can be heard and they are not asked how satisfied they are.
Century-old retail giant organises sweepstakes to collect feedback
Founded in 1901 in Chicago, USA, Walgreens, one of the largest retail chains in the US with more than 9,000 stores, organises a prize draw every month to collect customer feedback.
The company collects insights from its customers through a website called WalgreensListens (Walgreen is listening). Customers who enter the number and password at the bottom of their shopping receipt not only rate their shopping experience, but also have the chance to win a $3000 gift card.
The subtleties of collecting feedback
You can use many different methods to collect feedback from your customers. First, identify customer touch points (store, web, mobile app, delivery, call centre, etc.). Determine the right channel for the service at each point and create the questions you will ask your customers in accordance with the touch point. You can send your questions to your customers via SMS, email, kiosk, QR code, web plugin channels.
Gather insights with open-ended questions and measure happiness and NPS. Compare results on a touchpoint basis. Be sure to get back to your customers who have problems and are unhappy. It is as critical to manage the entire customer experience as it is to measure and get feedback from customers.
Offer a gift / discount coupon
You can thank your customers who take their valuable time to leave you feedback by offering them a gift / discount coupon. Do not doubt that the feedback you receive is more valuable than the discounts and gifts you offer. As long as you ask your customers the right questions and get the insights that will carry your business into the future.
Wiseback allows you to create coupons and link them to your feedback surveys. You can create a generic coupon code or unique coupon codes in seconds and present them with the survey of your choice.
Do cross favours
Not all brands prefer gifts and discount coupons. If discounts and gift coupons are not a suitable method for your customers, offer them cross favours. You can plant saplings, donate to foundations and associations on behalf of your customers who leave feedback. You can kill two birds with one stone by using your business’s social responsibility budget.
Focus on experience
The secret to the success of today’s popular brands such as Starbucks, Apple and Amazon lies in the perfect customer experience they offer. To survive in the competition, you need to focus on the customer experience you offer and be customer-centric. You need to listen to your customers to offer a unique and flawless experience. A customer experience management where you make continuous measurements instead of periodic measurements will carry you into the future. Follow customer experience trends.
