How do you use data and feedback to improve your enterprise customer experience and satisfaction?

Always start with almost-free voice of the customer (VoC). Data-mine what you already have from recorded transactions, databases, public sources, and customer-facing roles. Pay attention to what causes customer frustration and happiness, and what they're ultimately aiming to do through your brand. Use this to educate everyone about customer expectations. This foundation guides you in asking more interesting questions in both qualitative and quantitative surveys. Keep a pulse on expectations VoC (qualitative) as often as change happens to customers, and on realities VoC (quantitative) as often as you make changes based on what they have told you.

Remember that your purpose is customer-focused management. When customers experience exactly what you promised, it's a good experience. Any gaps are a poor experience, and that costs you in churn, negative word of mouth, and resolution. That's budget you could otherwise use for hiring, buying, salaries, and profit sharing. So, focus attention on gaps. When you have overwhelming evidence of a gap, estimate how much the gap is costing customers and your brand. Show this to everyone who is contributing to the gap. Create a Pareto chart of themes from customer comments about the gap. Then, engage gap contributors in a 5 Why's analysis workshop. They will quickly and accurately discover the root causes.

Track your team's success by your brand's insights utilization rate. Report the percentage of departments across your firm who are using customer insights to guide their decisions. What percent of growth efforts are using customer insights? What percent of cost containment efforts are guided by customer insights? How many strategies in annual planning are based on customer insights? When your team's performance is judged by insights utilization rate on these dimensions, you are driving outside-in success. Customers will be less likely to experience gaps between what you promised and what they got. So, costs to serve will decrease, improving profitability. And recommendations and engagement will grow, improving revenue and lifetime value.

Prioritization is critical as it would help the org. focus more on areas for improvement that will create leverage towards achieving the primary goals of the enterprise software provider. For small scale provider who are more focused on product market fit, retention and customer satisfaction might be more important metric to solve for while for high growth company increase scaling growth through new customer acquisition might be more important.

Metric to measure to determine impact would be more relevant in the context of the goal of the organization as stated in the above feedback.

é importante ressaltar a necessidade de uma abordagem holística e integrada. Além de testes A/B e inteligência artificial, é essencial incorporar uma vis?o completa do cliente, combinar dados quantitativos e qualitativos, o que permite uma compreens?o mais profunda das preferências e comportamentos dos clientes. Por fim, a agilidade no ciclo de feedback: quanto mais rápido você iterar com base no feedback, mais rápido poderá adaptar e melhorar a experiência do cliente. Isso, em combina??o com uma forte cultura de dados na empresa, onde todos os níveis hierárquicos s?o incentivados a usar insights baseados em dados para a tomada de decis?es, pode significativamente elevar a satisfa??o do cliente e, por consequência, os resultados da empresa.