How to Get the Customer Feedback You Need – A key to the organisation sustainable growth

Customer Feedback Makes A BIG Difference, here is how.

A Question:??What do your customers say about your products/services offerings??

Typical Response of our customers:

• We know our customers because they buy our products or avail our services regularly
• We obtained customer feedback 3 years back
• We share customer feedback to know?“What is their satisfaction level”?

Interpretation:?

Many organizations do not understand, in today’s dynamically changing business environment that customer habits, feeling, thinking and expectation are changing very frequently. Today customers are influenced by many external factors, and their priorities are changing frequently, especially in the last two years it has changed enormously.?

Solution:

Customer Experience research is a 24x7 activity.?The key is to have a consistent Customer Experience research program

Mechanism:

Let us understand ways to undertake customer experience research that would make a whole?world of a difference?for your Brand!.?

Obtaining customer feedback on a regular and consistent basis is the key to understanding customer perception about the value proposition they expect from an organization's product and service offerings. Typically the feedback is obtained at:

1. Transaction level – quick question after each transaction, this can be automated using a tool or an app with just one or two questions to understand the pulse and should not take any more than 30 seconds or a minute for the customer to respond
2. Tactical level - At least survey once a month, if not once in three months. This can be obtained through an appropriate survey tool, with a set of questions, which should take no more than 3 to 4 minutes for the customer to respond?
3. Strategic level – One-to-One empathy session, yearly. This is more focused and provides an organization to truly align their products and services, which provide value to the customers??

?Coverage And Scope Of These Customer Experience Research

1. Set objectives and goals for research
2. Create a small focus group of customers for research
3. Understand what method suits your kind of organization
4. Take a deep dive into your customer’s minds
5. Respect the respondent?

Let us take a glance at each of the above aspects

1.???Set objectives and goals for research?Setting objectives and goals for the research will help an organization to define the business outcome that it wants to achieve. Also, it helps an organization to define the questionnaire based on the objectives for which they are trying to seek an answer from their customers.?

2.???Create of a small focus group of customers for research It is important to create a small focus group of customers, instead of a large group and connect with them consistently to seek feedback to make the whole process more efficient and valuable, and ultimately more successful:?

• In today’s hyper-dynamic world attitudes, behaviors, and expectations change all the time hence you need to focus on keeping the ongoing conversation with customers. Demands too change, staying consistently connected with customers will help you to understand their pulse
• Consistent research program throughout a year, help capture the seasonal information, insights, and influences of your customers?
• Research is more useful when you can track changes as quickly as possible and implement the changes necessary over time. Gathering little bits of data over time is essential to see trends and patterns. You will be up-to-date, and the research results and insights will be easier and faster to implement
• Informed and targeted messaging to specific audiences illustrates how the brand fits their segmented customers’ requirements?
• An effective tactic is how mobile manufacturers market mobile to different customer segments. If you look at mobile in general they have similar features and style, the mobile costing 10k is not very different than another. However, the industry taps into types of customers by segmenting their customers based on categories and what those customers want to buy. Some users want to use the camera more, so mobile manufacturers will highlight those features of the phone while targeting a particular customer segment. Other wants more phone memory so the manufacturers of another mobile phone with the same price bracket will demonstrate how their mobile have high memory.?

3.???Understand what method suits your kind of organization Research Tools:?You can conduct?customer experience research in many ways with many customer research tools available in the market. Each tool has its pro and cons and will give results. Before you choose the right tool, you need to know what answers you need and consider:

• Online customer feedback surveys are good to reach out wider customer base to understand what customers say about their experience with your brand. However, the outcome you get might not help you to understand the mindset (he will not be able to express in an online survey) of the customer why he is associating with you.?
• There are many more ways to decide which survey to go for in line with your survey outcome expectation
• The One to One Empathy session can be of great help what customer thinks, feels, and expects from your brand??

4.???Take a deep dive into your customer's minds It is imperative for the business owners to know and understand their customer needs, likings, likings, buying pattern, and views of the organization's products and services that help align the organization to the offering of products or service as per their customer preferences:

• In a small business, you can know your customers since you are mostly interacting one to one on consistently
• As you start growing it becomes impossible to have a similar consistent relationship with all your customers. At this point, customer experience research plays a pivotal role in understanding your customer's mind

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5.???Respect the respondent & outcome The outcome of the research is influenced by the respondents you select. Although you have the liberty to select the respondent, remember you need the respondents more than they need you. So, no matter how much time you spent with them or compensate them for their time, what they bring to the table is far more valuable for a sustained relationship. Hence, selecting the right blend of the target customer is important

• The research experience should be engaging, enjoyable, and memorable since respondents can get improvement opportunities for their business growth. The most critical part of this exercise is to keep the respondents engaged
• Engagement with respondents is challenging when you are doing quantitative research. Focus groups are easier to keep the right energy levels during interactions, as is a telephone conversation. Surveys are different; it's a one-way conversation. You cross your fingers and hope that the study is interesting enough and clear enough that you will get a valuable response
• It is always a best practice to keep surveys short, the questions varied, and the meaning clear
• Acknowledge the respondent and respect the feedback given and take appropriate actions as suggested by the respondent to keep the respondent updated to sustain the customer relationship

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