How to understand the truth behind customer feedback
You’ve got your feedback, but what does it really mean?
More often than not, an organisation will analyse customer feedback, pick the most common denominator and seek to fix the problem quickly.
If this is you, unfortunately, you are doing it wrong.
Implementing the insight from research into your Customer Experience strategy and acting accordingly is a different story.
Just because your satisfaction levels have fallen may not be due to a faulty product as first predicted – you might need to look a bit deeper to discover that actually, the customer service hasn’t been satisfactory or the website is too confusing when purchasing items.
Whatever it may be, the common denominator doesn’t always mean it’s right. So, the data is in front of you, but what next?
Make sure you have a good workflow in the first place which automates processes around driving customer related actions. Being able to drive prompt action and operationalise insight is integral to customer retention and to achieving business results. It creates an urgency at the customer interface and facilitates ownership and accountability for the company’s response to feedback in key areas.
Secondly, adopt the right software that will get to the heart of what your customers and key accounts are really saying about you. Research and customer data technologies should allow you to perform further levels of analysis to gain a true understanding.
Take significance testing as an example. This deeper level of analysis is a statistical test performed to evaluate the difference between two measurements. Let’s say you fielded a survey last year about your product and received a customer satisfaction score of 34. This year, you ran the same survey, and received a score of 38. This differential looks good in our reporting, and pleases those high-expecting executives – but there’s always variation in customer satisfaction metrics. How do we know if this change is just the normal variation of data, or if we’ve made happier customers? Including significance testing by adopting clever software allows you to investigate that question with ease.
On the topic of ease, have you ever been sifting through data, but all you want to do is quickly discover the common theme? Savvy organisations will already be using top bottom box reporting to visualise and analyse scale questions. The top/bottom boxes are the highest and lowest rating points on a scale question. Consider using two or more measures including the mean and top or top-two box percent. This allows the consumer of your survey data analysis to make more informed decisions based on your reporting.
Understanding your customers and accounts only happens when you can achieve a real, holistic view. By that, we mean analyse your feedback before taking action, to ensure you are always ahead of the game. Applying some of the strategies discussed here will ensure your company creates winning, lasting, relationships and the insights gained go toward driving profitable action.
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