As business leaders, we believe that the customer experience we offer will connect with our customers. Whenever the results are less than expected, we decide that maybe we should have asked our customers for some insight from the onset. An emotional connection with customers is required to deliver a compelling customer experience. In recent years, the importance of unique approaches to customers has come to the forefront.
to ask the person with the answers what would make our business special
in comparison to our competitors?
As customers answer our questions, our perspective changes from profit and promise to the needs, frustrations and problems that must be addressed. Instead of guessing, we have just been handed the answers to the test. Our solutions will address the pain points and solve the real problems our customers want solved.
Revisit the Customer’s Journey
Since we make assumptions, maybe we could enlist the help of friends and family members who are willing to trace the customer experience we offer. Specific steps can be taken to gather information from people who will be boldly honest and offer valuable insight.
- Begin with a website walkthrough – Is the entire site easy to navigate?
- Call your customer service line – – Does every caller reach a person? – – How long is the wait time?
- Make a purchase – – Read the words on the screens. Are you confident when you enter a credit card number?
- Read the follow-up emails – – Is the text out of date?
- Evaluate the delivery process – Are products received in a timely manner?
- Are we service providers? – – Are we special? – – Do we show up on time? – – Do we deliver?
Regardless of the feedback, the people you choose will remain in your life. The effort to conduct these tests will save your valuable customers. Every effort to review the valuable information provided will refine the customer experience you offer to customers who spend money and are willing to pay more for a customer experience that connects business with heart.
Cross Into the Customer’s Realm
Nothing could be more valuable to a business leader, than a geniune conversation with a customer. Any customer! The first call might be with a great customer whom you have befriended and who will be kind in response to your questions. Conversely, you could call your fiercest critic and plunge into the toughest conversation you’ve had in a long time.
Everyone has a different approach to taking action when the experience could be less than positive.
A few insightful steps will make a customer call routine easier to start. Once you begin, you’ll find that you enjoy talking to your customers. This is not a task that you can delegate. Even one customer call per day can provide feedback that revolutionizes your business.
- Ask ‘open-ended’ questions that allow the customer to say, or write, what matters most in the moment.
- Allow the customer to finish every sentence with a pause at the end in case there are more thoughts on the subject.
- Stay focused without adding more questions if the customer has not expressed every thought on the original question.
- Be satisfied with a call where one thought was developed past the point of what you would expect to hear from a customer.
In addition to individual customer calls, you can gather customer feedback from various sources, including automated tools:
- Focus Groups – – A group of top customers can come together, even virtually, to provide answers to your questions about future products and services.
- Satisfaction Surveys – – Following every purchase, the customer would receive a brief 5-Question survey that provides an opportunity to offer feedback, insight and ideas.
- New Product Testers – – More reviews can be gathered in a short time when customers receive a sample product in exchange for an honest evaluation with videos and images.
Countless avenues can be explored to find the best tools to use for polling customers for ideas and feedback. Responses will require attention so that customers will continue to respond. Even social media comments can provide more information, but negative comments require private responses and prompt removal from the thread.
Connect to Customer Emotions
No More Guessing On the Next Step
Business is easier when our customers become advocates and eventually, raving fans. Maybe they would like to be included in our decisions and asked for thoughts and ideas when we are considering the next move to make.
“Don’t Make Assumptions. Find the courage to ask questions and to express what you really want.
Communicate with others as clearly as you can to avoid misunderstandings, sadness and drama.
With just this one agreement, you can completely transform your life.”
really understand their needs, their hopes and dreams.”
Customer Insight Guides Customer Experience
- Discount coupons that do not expire.
- Promise of beta product for testing and review.
- Email series that teaches about the product they bought previously.
Customer Experience Determines Longevity
“If you work just for money, you’ll never make it, but if you love what you’re doing
and you always put the customer first, success will be yours.””
~ Ray Kroc