Keep your eyes and ears on the ground
We often get roped into this lovely ideology of Assumption. Sometimes, we assume the best and sometimes the worst in others. But what we do most often is create a plan of action based on this assumption. In the world of business, our understanding of our customers leads us to assuming what they want and delivering based on what we think they are looking for. Most companies fail to abide by one of the most important rules of ensuring good user experience, which is gathering feedback.
With the influx of market changes, trends and quicker adaptability from consumers, it can get quite hard for businesses to adapt. This is where active listening comes into play. Gaining a deeper understanding of not just what your customers are looking for, but who they are, what their day looks like and what challenges they face helps you understand what you could do to make an impact that lasts. All you have to do is ASK!
"The basics of business is to stay as close as possible to your customers—understand their behavior, their preferences, their purchasing patterns, etc."
Former chairperson and chief executive officer of PepsiCo., Indra Nooyi
The question now is “How do I gather this information?”
It can get a bit overwhelming!
But this is the time to bring in the big guns and use your biggest asset - your employees!
Your employees are your eyes and ears on ground and their attentiveness when dealing with customers will help you understand much more than you can imagine. Customers find it hard and tedious to physically fill out user experience and feedback forms and we get that!
Do you remember the last time you filled one out?
But what you almost always do is reply back to the question of “How was your experience today?” With the appropriate follow up questions, your employees can gather information that no feedback form can.
One of the biggest advantages of the times we live in is the digitization of almost everything. Using it to its fullest increases the seamless flow of user experience. Well branded digital feedback forms from the numerous online platforms make it easy for customers to take a minute or two and give their opinions. The key here is to efficiently get back to these customers and make sure they feel seen and their opinion heard.
The next big question is…“What do I do with this information?”
Simple!
Collecting customer data and documenting the feedback in the right manner helps in finding patterns that can then be used to improve overall experiences. Communication is key! The team on ground and the back office working on improving the products and services should work closely together to understand where the key points of improvement lie. This is an ongoing task and cannot be completed in a day or two. This is also a lot easier for smaller businesses than it is for medium to bigger ones. However, the core of the task remains the same: collect as much interpersonal information as possible, find patterns and look for ways to improve based on these patterns.
What next!? Validation!
It's in our nature as human beings to form a better connection with someone when we feel seen and heard. That's the same between a brand and its user. Making changes based on customer feedback makes them feel validated, thereby increasing brand loyalty. Now multiply that with the number of good quality feedback received and improvements made in your product or service.
You are left with two things - happy customers and good service!
What are some of your favorite means to collect customer feedback? Let us know!
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