Can I make an informed guess?
The economy is terrible and you are staring across at the competition, sitting pretty on a pile of cash.
On the surface, things don’t look good.
But what if I told you that the economy and competition can do diddly squat to you if you can figure out a crucial element directly connected with your customers?
No, it’s not customer service, quality of your product or service, or the prices you charge.
It’s all of that and more, wrapped together in a nice little package labeled Customer Experience.
Customer experience is not a difficult concept for businesses to grasp. If you are running a company, you know at a fundamental level that you need to deliver great customer experience to stay in business.
Then again, at a fundamental level you know that you need to exercise and cut down on junk food to lose weight.
But we don’t always eat healthy or exercise, and sometimes companies ignore small things which blow up and provoke customers to raise hell on Twitter.
Running a business without asking your customers’ feedback is like trying to cross a busy street with headphones plugged into your ears while playing Angry Birds on your phone.
If you think customer feedback is only useful for putting out future fires then you are quite mistaken. The customer insights gained from the feedback can reflect very positively on your company’s performance.
Before the Internet and social media there were limited options for collecting customer feedback. Now, a quick email, a Facebook status update or a tweet is all that it takes for them to tell you, and others, how you measure up.
Keep your ears to the ground by implementing these options for collecting customer feedback.
So you have got the memo and have started collecting customer feedback.
But that is only the first step of a long process.
An ideal customer feedback scenario would be when the entire organization takes a long and hard look at those reports and implements the required changes. The feedback would also be acknowledged and the customer rewarded for their time and effort.
But with many companies that does not happen, resulting in loss of time, money and more importantly, customers. After all, would a customer stay with you if they find that you don’t care enough to fix what they point out is broken?
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