As I was recently browsing the Internet I came across a survey, and it seemed to be a serious one. I was going to ignore it and shut down my computer, but then I decided to do an additional click. I couldn’t have imagined what happened next, but I won’t forget so easily.
Throughout this fall we have observed that companies in Finland are very keen on improving how they serve their customers, and thus building competitive advantage based on customer experience. Which one does your company serve: The organization or the customer?
This post is about Business-to-Business feedback and B2B customer satisfaction surveys, which are slightly different to consumer satisfaction surveys, although many of the same principles apply. The feedback from business customers is often of higher value, due to the more valuable relationship between businesses. Business customers are harder to replace if lost and therefore it is essential for every business to look after their business partners and to understand the relationship.
Over the years, a myriad of processes, systems and best practices have been spawned and have grown up to continuously improve customer experience. While we try to shape and transform employee and customer behaviours, fundamentally it often boils down to one single factor; Customers are humans. Employees are humans. People with individual needs and expectations, and they need to be treated like that!
Recently, I was interviewed by Loyalty Management Magazine on the topic of driving effective customer engagement and loyalty. It’s clear that today’s businesses are more aware of the importance of the customer experience than ever before, and yet there are many roadblocks that continue to hold brands back from developing truly effective CRM and social engagement strategies.
voice of the customer
Customer Experience Management
increase response rate
voice of the employee