Proactive customer experience management
It pays to please your customers. According to the Retail eyes
report, 74% of customers would be prepared to pay more for a
product if it came with better service. Data gathered through a
voice of the customer platform gives a valuable insight into how
customers feel about your service. For the most part, companies
focus on the data which tells them what they have done wrong or
what their customers don't like. But why wait to respond to
Negative feedback? By focusing only on the negative, these
companies are being reactive; fixing issues after they have
affected the customer experience - incurring the risk of churn and
cost of resolving issues.
So how do you become proactive? Circulating positive insight
throughout the company can help to bring the customer into the
minds of everyone in the business and motivate a customer centric
culture. The same positive insight can also be used to guide best
practice to best serve the customer.
By combining with key operational data, the drivers of customer
satisfaction can be identified and monitored. Using pattern
matching, issues can be flagged before the impact the customer (For
example, a delivery truck has broken down, so one is rerouted to
cope with the loss). This can then be communicated to the customer
in order to flag effort on the company's part and reinforce the
positive customer experience.
Being proactive is the first step in the right direction;
however it will only lead to becoming good at fixing problems. The
ultimate goal for companies should be to learn from their customer
insight in order to improve their processes to solve the cause of
the problems and better serve their customers.