So you want to know what your customers think about you. Are they happy? Will they continue to buy, or visit your website? You want to know all the good and all the bad. So you ask, and ask, and ask. But wait! What if asking your customers about their experience actually impacts their customer experience negatively?
Like an over-anxious waiter asking you for the n-th time whether your food was alright, asking too much too often can actually be worse than not asking at all. On the other hand, by not asking you might miss valuable information as to what you’re doing right and wrong. So how to do this right?
Unless you want to know statistically how happy your customers are, “everyone” is not the right customer to ask. You need to ask those who have something to say which would actually improve the customer experience you provide:
After you have found the right customer to ask, find the right question(s) to ask him, and ask just those questions. Personalize the survey. Make it clear that you genuinely care about the customer and his/her opinion and feedback.
Decide what is essential to know for this type of customer/ex-customer and ask only the questions that will provide the most accurate answer to that question.
Ask the customer when he/she is most likely to have something to say, or when his/her thoughts are most critical for you to know.
When the customer should be asked based on fresh customer experience (examples):
When you need to know based on important actions (examples):
No, I don’t like bling. But I like things to look good, and so do your customers. It’s the little touches that can make the customer’s experience of you measuring customer experience a tad more pleasurable.
So we ask the right person, the right questions, at the right moment, and make sure the survey (or whichever other method you use) instills confidence in the professionality of your brand. What more can you do? Honestly?
The next step is taking action based on the feedback you receive – take a look at my colleague Ronnie’s post “Do satisfaction surveys decrease satisfaction?” for more information about this topic.
voice of the customer
Customer Experience Management
increase response rate