Customer Experience Series.
Are customers loyal to your business? What do they say about your products and services? Knowing these answers can have a huge impact on profit and income over time.
Learn more about the 6 Tips:
1. Classify customers: It is important to know the different types of clients you have to create a personalized experience for each one of them. By understanding the motivations and needs of each client group, it is possible to develop very effective programs and retention strategies that result in greater profitability for each segment.
2. Understand Interactions with the Customer: Once the segments are defined, the next step is to understand the interactions that your clients have with your organization. One of the biggest challenges most companies face is that the organization is built around functional silos. This is very evident to customers (as they move from department to department in search of service). Customers want you to provide a unique and impeccable tour through all points of contact – from the initial marketing campaign to the purchase, after-sales and repurchase.
3. Establish Listening Points and Moments of Sincerity: Once you understand the life cycle of the customer’s experience and create a map of the interactions with the client, you can begin to define the listening points. These are specific points in the customer’s journey in which the information is monitored, usually through surveys, telephone calls and social networks. Look around your organization while designing listening points. You may be surprised at how customer information is at your fingertips! Once the critical listening points have been established, the “moments of sincerity” can be defined. These are times that prove to be the most important for your client, and may include the establishment of the initial account, the first contact with customer support, renewal time or all of the above. Regardless of when these moments of sincerity happen, these can be the success or ruin of relationships with your client.
4. Monitor Progress: Measure, analyze and take action on your progress around the customer. By analyzing the data you have collected, you can take action, improve processes and become a customer-centric organization.
5. Manage challenges from different sources of information: Customers do not think in terms of channels when they interact with your business – they look for products, solutions or answers. They can send you an email or call when they try to solve a problem. They can answer a survey or send a message via Twitter as a means of expressing their satisfaction or dissatisfaction. It is important to be able to track and analyze the client’s journey through all the points of contact, each of which presents unique challenges. It also needs to correlate and validate information and knowledge to help prioritize the most necessary and effective actions. Therefore, the VoC solution must be able to capture:
• What customers say when they initiate a conversation through one of your channels – via phone calls, email, webchat, etc.
• What customers say when you initiate a specific conversation, usually through a survey (Web, email, or phone).
• What clients tell others about you through communities, social networks, and the Web.
You will notice that different types of conversation generate very different information and knowledge. To obtain a complete and impartial view of what customers really want, it is important to collect and analyze all forms of customer opinion. The challenge is to coordinate a programmatic approach to evaluate the client’s experiences through all interaction channels. Your organization needs to be able to capture the customer’s opinion through multiple channels, interpret it in the context of the business objectives and then proceed based on it to drive the improvement of the customer’s performance and experiences.
6. Recognize the Value of Analysis: The information and feedback collected from customers and employees can be used to create lasting, mutually profitable relationships, improve operations, and help your company outperform the competition. However, drawing conclusions from millions of Twitter messages, emails, and chats, thousands of hours of recorded phone calls, and hundreds of survey responses can be a huge challenge. Before you can recognize the potential of information, you need a means to translate that voice – and the respective ideas – into actions and informed business decisions. VoC analysis solutions such as those offered by us can help your business capture, analyze and proceed according to the intelligence of the customer, the business, and the market, providing vital information to improve customer service operations, their satisfaction, and loyalty. With us, you will obtain a unique set of solutions that can capture, centralize and analyze the interactions with the customer. Analysis tools, such as reports, graphical panels, and dashboards, can make important business intelligence quickly available in real-time and in a visual format. You no longer need to rely on a variety of ad hoc customer information technologies to measure customer satisfaction, NPS, loyalty, renewal, and intent to repurchase.
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