Curiosity, a key asset for Customer Experience

Dmexco 2018 focuses on users’ needs, through the motto “Take C.A.R.E”. 4 letters for 4 topics: Curiosity, Action, Responsibility and Experience. The opportunity for us to share on these themes in a series of 4 blog posts.

Curiosity may have killed the cat, but talking about your client experience, it’s a key asset. So let’s inaugurate the Take C.A.R.E. Approach set with the first core point: curiosity. Your curiosity will teach you a lot. Listening to the Voice of your Customer will improve your customer experience and ever more: your customer satisfaction!

Be curious: Find out about your buyers behaviors

Which company has never dreamt of being in his customer's mind? What drives their perception of value? What are their needs at each stage of the customer experience journey?

The best customer experience at each step of the path

Today, most of the customers navigate between different digital and physical channels before the final purchase. In a local and omni-channel approach, the challenge is to provide your customer with the best experience, at each step of his journey, whatever the moment, the device and the channel.

To do so, the best way is to proceed to a complete and detailed map of your buyer’s journey, associating dedicated feedback at each step of the path. The more you know about all your buyers and non-buyers, their profiles and their habits, the better you’ll identify their needs and pains.

Just as ignoring your customer’s experience is like locking  your company in a bubble. In the same way, collecting reviews from newsletters and loyalty scheme subscribers only would be incomplete: the final picture of your customer satisfaction would be biased. Indeed, the feedback panel wouldn’t be representative of all your customers, only those that are already engaged.

Positive and negative feedback: both matter

Customer feedback management is not black or white, all opinions are significant, both negative and positive. See your dissatisfied customers feedback as opportunities: they are the best asset to uncover pain points in your customer’s journey and thus, to correct the malfunctions.

On the other hand, if you have collected a lot of compliments on several defined topics such as “staff expertise”, or “delivery time”: that’s great! Capitalize on these satisfaction’s levers. According to our statistics, the majority of customer reviews are positive: don’t hesitate to share them with your employees, it’s a great source of motivation for your local teams.

Be curious: Listen via multiple channels, continuously

Your customer satisfaction measurement can’t be done occasionally. Be customer-focused and constantly on the move.

A multi-channel approach

To ensure an in depth coverage of your customer satisfaction, we recommend you consider a full scope:

• buyers and non-buyers;
• every socio-demographic category;
• satisfied and dissatisfied clients.

In practice, collecting optimizations goes hand in hand with multi-channel. Because your customers are all different, provide them with a channel that meets their habits: email, post-purchase, social networks, etc.

One key takeaway: By mixing collection methods, you’ll raise the results' relevance.

• Push & pull reviews. Pull reviews traditionally bring more dissatisfied opinions than push ones. Unsatisfied clients' feedback is usually core to improve your customer experience scores.
• Scoring and verbatim accounts. Incorporating an open-question at the end of a short survey encourages clients to communicate:

- compliments (52% of all push verbatim accounts - 43% of all pull verbatim accounts), 

- issues (30% of all push verbatim accounts - 21% of all pull verbatim accounts), 

- questions (5% of all push verbatim accounts - 20% of all pull verbatim accounts),

- suggestions (14% of all push verbatim accounts - 11% of all pull verbatim accounts).

Listen continuously

For a long time, the standard client satisfaction measurement method has been the “Ad hoc” satisfaction survey. But soliciting a client 3 months after his last purchase provides your company with an outdated and photographic feedback. Worst of all, by the time you correct your pain points, your client has already gone to your competitor.

In a world where everything goes faster and faster, you need to keep a constant eye on the pulse of customer satisfaction. So, what’s the secret? Adjust yourself to your buyers, and also your non-buyers, be where they are, and give them the opportunity to voice their thoughts whenever they want, instantly, via push & pull feedbacks, across the channel they like.

To measure your customer experience in its entirety:

• Get feedback from your customers live from your point of sale via interactive terminals, call back sms, wifi;
• Measure the satisfaction of your buyers after a purchase through the most appropriate channel for your business (email, sms, push notification, receipt, etc.).

Also, adopt continuous measurement:

• Allow your customers to express themselves on your various communication media (your website, your store pages, your application, etc.);
• Act social, by collecting the opinions posted by your customers on all the community sites (TripAdvisor, Google My Business, etc.).

Rich real-time monitoring will offer you to track the evolution of customer satisfaction on a daily basis. Thus, you will be able to implement corrective actions in real time.

Now that you’re curious, it’s time to act! A great topic we will discuss in our next post: Dmexco 2018 - Take C.A.R.E. Project #2:  Action

We share the same strong values about Customer Satisfaction? Let’s meet at Dmexco!