All It Takes to Earn 5 Stars!

A couple of months ago while on a short trip to North Carolina, I invited a friend from grad school to dinner. I hadn’t seen him for several years, so when he picked me up at my hotel on a rideshare service to take us to the restaurant, I was looking forward to catching up during the ride. To my surprise, he spent the time chatting with the driver instead!

I was confused and maybe even a little annoyed, so when we arrived at the restaurant, I asked why he had talked to the driver for the entire ride. He quickly explained: “You see, there are very few drivers here in Durham. I have to be nice to them to earn a good rating on the app. Otherwise, I’ll never find a ride again in this town!”

That made it very clear to me: We live for good ratings! And if it is important for the rider to gain the driver’s “approval” it’s even more critical for the service provider. No matter the industry or size, companies today are trying hard to deliver optimal service to their customers, in order to earn their loyalty and ensure their continued spending. 

However, there is a catch to those coveted 5 stars: A customer-centric business cannot solely rely on a top rating to sustain their success. It is vital to develop a deeper understanding of what’s behind those ratings, including the customers’ true emotions, the conversations and interactions a customer makes with the brand, the engagement on social media, and yes –survey feedback. Ultimately, this everything that we refer to as “Experience Data.”

Thanks to the integration of technology innovations, businesses today can understand their customers better, make more of their feedback, and apply those learnings to rapidly deliver the ultimate customer experience. It’s a three-step process: Obtain the data; apply analysis; act on the insight (the quicker the better.)

As consumers, we also must make our contribution to help businesses serve us better and deliver on our expectations. So next time you receive a survey – think twice before you dismiss it. Of course, not all surveys are created equal, but those that are backed up by a robust technology will help that company act on your feedback and make improvements. It’s a win-win! 

So, don’t hold back on sharing your experience. Those who truly listen will deserve your 5 stars!