As a business owner, delivering what customers expect is essential to your long-term success. Gathering and listening to customer feedback is the best way to uncover what those expectations are. How else will you know if you are you doing a good job or if your customers are happy?
Knowing that customers are disappointed with your service before you lose them helps you be proactive in making things right. The answers to these precious questions give you the data you need to make crucial decisions and changes about your products, services and customer support.
However, with the variety of ways customers have to share their frustrations and positive experiences, it can be a difficult task to gain a clear understanding of how they feel about doing business with you. Here are seven ways to gather customer feedback effectively.
1. Use Surveys
Sending customer surveys is a popular approach to collecting feedback. Businesses can also utilize other survey strategies including pop-ups on their website or automated surveys after phone calls. The best surveys are easy to complete, relevant to the customer’s experience, and asks direct and reasonable questions. Surveys that get the high engagement are sent immediately after customers make a purchase or contacts the service center. Sending immediately assures the experience is still fresh in their mind.
2. Social Listening
Social media platforms make it easy for customers to share thoughts about a recent purchase or experience with your brand. There are many social listening tools available that alert you automatically when a user comments about your brand or product. Receiving instant notifications helps when there is a problem that can potentially impact multiple customers and allows you to take proactive action before your reputation is ruined.
3. Review Live Chat Conversations
Live chat is a tool many businesses use on their websites to communicate with and answer questions from customers. Many times, the questions asked during these conversations pinpoints hurdles and misunderstandings on your website. By reviewing the communications, you can make changes to simplify processes and improve the customer experience.
4. Make It Easy
Making customers jump over hurdles to share their feedback will ultimately backfire. The customer is more likely to offer their opinion if they are already in conversation mode with your business. Consider adding feedback boxes to the various pages on your website that ask if the information was helpful. Use automated surveys after a live chat, email conversations or phone conversations end and clearly advertise the best way for customers to share their experiences.
5. Call Customers
Automated surveys or feedback boxes may not work as well for longtime customers or customers who want a personalized experience. These types of customers are more likely to provide feedback about their experience if you call them and ask. Ask engaging questions on these calls that require more than a yes or no answer so you can truly uncover their satisfaction, happiness and likeliness to continue being loyal.
6. Make Feedback Part Of The Culture
Asking for feedback should be part of the company’s overall culture to prevent agents and employees from shying away from asking about their performance. If employees are expected to ask for feedback from customers, then they should also receive feedback from their managers and leaders. When it becomes part of the culture, it is less likely employees will avoid asking for feedback on every call or conversation.
7. Measure Agent Performance
Call center agents are the frontline of your business answering and fielding incoming calls and text conversations. Setting expectations for the type of service they deliver is just the first step to making sure the customer is satisfied. It is just as important to measure their ongoing performance through automated call scoring. Automate call scoring grades their performance by measuring various items including voice inflection, length of silence, average handle time, first call resolution rates and overall customer satisfaction. Managers can use the data to uncover what upsets customers the most to make changes to the way future service calls are handled.