Moving from how-do-we to how-did-we
The core of every customer experience is every customer you will interact with. Those customers are the reason you need to spend time knowing who they are, what they need, and how your brand interacts with them. At every level!
Part of the customer experience is also listening to them when they do interact with you and your brand. There are many ways you could achieve this, including, walking around the city, with a notepad, pen, and candy asking strangers for their opinion in exchange for said candy – OR – you could hire a team of people to go door to door in buildings asking residents for their opinions of the products they use. Honestly, don’t do either! It’s not the ‘90s, and, in hindsight, it’s creepy.
There are a few things to remember that will serve you well when trying to collect this data. For example, do you know who you are trying to reach out to? Are you collecting data to find a product, refine it, or redefine it? Are you trying to collect information about customer satisfaction? The point is, know who you are reaching out, what you need from them, and what you will do once you have collected this data is critical.
Why build a customer experience?
Without this data or the analytics that result from that data, understanding your own journey of “how do we build a customer experience” to “did we build the right customer experience” is crucial. It means that the customer will always pay attention to you and give you the feedback you need because you are listening to them and evolving in ways that will delight the customer experience. It’s a fun cycle to be a part of, and something that larger brands practice on an on-going basis. Another aspect of this is to humanize the process – which means building transparency and accountability with each response – giving customers the awareness that they are in fact being heard, and you acknowledge this feedback they provide you.
This is what defines the customer experience of building great customer experience. Every organization needs the right set of tools and processes to build a customer experience that’s just amazing. If a customer knows that a brand is listening, then they are more likely to be more lenient on the off chance they experience something sub-par and be keen to give you that feedback in the hope the service improves. The customer feels like they are a part of the brand, and may even become a superfan. What is a superfan, you ask? Imagine that one Brand Ambassador that you just delight with great customer service, and they talk you up to their friends and family, without you asking for it. That, right there, is the best kind of advertising.
The biggest question is how to collect this data in a simple, refined, manner, and then find the right tools to analyze and present the data in a way that addresses all your questions.
How QuestionPro can help measure Customer Experience
Here’s where we come in. You understand what you need – but how do you structure these questions? Can you skew results to reflect based on who is answering? What about building in logic, branches, and building off previous answers? Surely doing this in a certain cloud-based form solution is “fun” – but try figuring out the analytics and building research from that raw data. This is why big brands like First American, Indigo Airlines, Kio Networks, Pacific National Bank and others rely on the QuestionPro CX platform to build their customer experience outreach solutions.
What’s your experience in trying to make sense of your customer’s experience? Let us know. Reach out to us if you would like us to show you what our customers experience when they want to measure their customer experience.