In my previous post, I discussed with Francis Pelletier from SOM Research Group the notion of measuring the performance levels of a company’s customer experience. Let’s now figure out what to do with all this information!
Negative or positive, customer experience data is a goldmine!
Negative or positive feedback given as a result of measuring customer experience performance is a goldmine for companies, says Francis. This customer response can act on two levels: the individual, that is, the employee and the customer, and the entire organization.
Traditionally, companies conduct surveys to measure the quality of the customer experience for improvement. Problems are identified and then resolved.
That’s good, but this is just the beginning of a continuous improvement process. To be truly effective, the measurement must be continuous, and not performed once a year so that management can pat itself on the back. It is imperative to see if a situation has improved as a result of corrective measures, such as employee training and coaching on know-how and skills. It is important to measure frequently at different points of contact to see the effectiveness of an action plan.
Let’s take the example of receiving a negative comment about an employee. The latter should be met to find a way to adjust his or her behaviour With a little coaching, the problem should be solved.
The same approach can be adopted at the organizational level. Following a survey, the management team may notice the presence of a problem occurring at one specific step of the buyer’s journey, such as during purchase, delivery, installation, support, etc. Corrective measures are applied: redesign an online form, review the website, change the physical layout of the store, simplify the ordering process, refine the delivery process, etc. The problem should be solved.
Talking to customers is essential
A negative comment or dissatisfaction from customers should never be ignored. In a survey, you can ask permission to contact them to better understand their point of view, whether it is negative or positive. This is called a feedback loop. It is simply a question of calling the customers in question to understand their versions of the facts and the reason for their dissatisfaction.
By adopting this approach, the company has the opportunity and privilege to speak directly to customers, to rectify the situation and mitigate the likelihood that negative spreading—either by word of mouth or social media—thanks to fast and proactive handling of the situation. This intervention can even be an opportunity to turn a bad experience into a good one.
Take the example of booking a cottage for a weekend where some aspects are not up to expectations. The courtyard entrance is not clear despite the 8 in. (20 cm) of snow fallen the day before. There is a fireplace, but no wood. The bathroom has been cleaned haphazardly and there are no towels. In short, the maintenance team did not have its A-game on, or the person at the reception desk may have given the key of the wrong cottage. Whatever! The customer is not happy, especially since this weekend was organized for a special occasion.
In short, probing the customers immediately after their stay or even better, a few minutes after their arrival at the cottage allows a company to talk to the dissatisfied customers, listen to then, apologize and find a way to rectify the situation. The idea is to prevent the situation from getting worse, hence the importance of identifying issues and acting promptly.
Instead of speaking negatively to the landlord during a Christmas party—despite a bad episode—the customers will be able to say that the company was proactive and that it has done everything to solve the problems encountered, which will leave a positive emotional mark. Even in bad situations, it is possible to change the perception of customers, turning potential detractors into promoters and even ambassadors of the brand.
The importance of positive feedback
Few companies, Francis has noticed, use the full potential of the positive feedback gathered during the various phases of the customer experience. Why do companies not call a satisfied customer when they do it for a dissatisfied one?
Positive stories are of great interest. In particular, they help to know what a company or individual is doing the right way to encourage this behavior or approach. It is during this call that a company can ask satisfied customers what they appreciate.
During the conversation, the customers will highlight the good and the stellar aspects of the business as well as what made the difference for them. The company can take the opportunity to thank them for being such good customers, promote services and invite them to join a loyalty program.
In short, the feedback loop—in a positive situation—makes it possible to transform clients into ambassadors. This is the ultimate goal of any business. A simple phone call can go a long way!
Feedback improves the employee experience
Positive feedback is also helpful to improve the employee experience. When you tell a clerk, customer service agent, delivery person, installer, etc. that they have provided a great customer experience, we give them what every human being is looking for: to be fulfilled, to succeed, to be good at what they do. Furthermore, this pat on the back does not come from a manager, but from the customer. Nothing is more motivating and engaging for an employee!
How can you improve an organization with positive feedback? Simply by giving it space, telling the beautiful stories and winning recipes, and sharing the customer’s voice with everyone. Knowing why you are good and what you are good at is good for the company and employees. It is as simple as that!
Receiving compliments sets the table during daily or weekly team meetings to emphasize that your business is great in certain aspects of customer service, and that the team has every reason to be proud! That being said, your team must be made aware that other facets of your service that deserve improvement.
Receiving a positive comment on a corrective action following a negative comment is motivating and very encouraging. This positive feedback gives employees and the company a sense of progress. This is all the more important when you know that it drives customer experience.
Originally published on Les Affaires blog – © Daniel Lafrenière – All rights reserved