· Would you fill in a five-minute survey with 20 questions for buying a burger?
· Would it frustrate you if a company asked for your feedback and then never replied to your complaint?
· What about if you scanned a QR code and received endless surveys about products you have no interest in?
You are less likely to get the insights from surveys like these, in fact you’re more likely to turn your customers into detractors!
Customer feedback capture must be cleverly designed to avoid these common mistakes. CX dogma is often misunderstood leading to misuse of data capture and/or underutilised customer insight leading to lack of determining commercial problems. In turn, this means failed projects, frustrated managers, low ROI, unhappy customers and stakeholders.
Happy Customers, Happy Stakeholders, Happy ROI
CX efficiency is not only about data capture – its real core is what to do with data. Data is like gold dust. We must ask ourselves why so many companies gain data and do absolutely nothing of value with it. On the flip side mega corporations can gain astronomical amounts of “big brother” data yet provide excruciatingly bad customer experience at the frontline.
Turning real time data into commercially viable assets is all about driving the front line to act on the data that comes through. It should also provide business with customer needs to make strategic business decisions, drive new strategies and innovations.
To get quality response rates and ongoing insights put yourself into the experiential world of the customer and think as they think. This is the way the conversation should be going, it’s that easy.
Underutilised Data Death
Many business leaders have worked this out already, but some CX ‘evangelists’ remain fixated on driving NPS. It’s not the ‘score’ that counts, it’s the reason ‘why’ customers gave that score. The wonderful world of CX is infinite, it is also crucial. Without customer insight businesses are running blind, how does any business know what customers really want and need without this part of the puzzle?
So, let’s change the conversation and not talk about data but how to extract value and execute change from a customer lens.
In the words of authors Andy Milligan and Shaun Smith “Put simply, it is the ideas that by watching and empathizing with real customers and how they act, we can develop ideas that solve their needs”.
See, Feel, Think, Do: The Power of Instinct in Business (a good read)