Customer experience surveys are a valuable tool for businesses seeking to enhance their CX initiatives. However, the true value lies not only in collecting feedback but also in taking action based on the insights gained.
In this article, we will explore three key steps that you should take after conducting a customer survey to ensure you are effectively leveraging customer feedback for business process improvement. To make it even more applicable to real-life situations, we have reached out to some of our clients from different business areas, such as Lyreco Central Europe, Cofidis and Packeta. We asked them about their process of working with customer feedback post-survey and the improvements they have observed so far.
How to Act on Customer Feedback: 3 Essential Steps
Step 1: Analyse and Interpret the Data
Once the customer experience survey is complete, it is crucial to thoroughly analyse and interpret the data collected. This step involves examining both quantitative data, such as customer experience metrics, and qualitative data, such as customer verbatims, to identify patterns, trends, and areas for improvement. By employing statistical analysis techniques, such as segmentation and correlation analysis, you can gain deeper insights into your customer preferences, pain points, and overall satisfaction levels.
For quantitative analysis, real-time CX dashboards will suffice. However, qualitative analysis requires a deeper semantic understanding. Instead of manually reviewing thousands of feedback, you can utilise advanced AI-driven semantic analysis of textual feedback.
This enables you to quickly identify the primary drivers of customer satisfaction and key issues. Some stores or call centres may face difficulties with their staff’s approach, while customers in different regions may have issues regarding the price of products or the convenience of using your services. AI technology can also assist in identifying trends and patterns in customer experience, allowing you to prioritise areas for improvement instead of spending excessive time on manual analysis.
Ensuring the quality of our services and customer satisfaction is of utmost importance to us. That’s why we actively utilise the Staffino platform on a daily basis, which enables us to analyse customer needs effectively. We frequently rely on satisfaction drivers that help us consolidate topics into blocks and divide them more clearly based on specific areas. As a result, we are able to relay customer suggestions to the relevant departments, leading to process improvements and potential expansion of services throughout the company.
Radka Dybová
Head of Bussines Care & Customer Experience, PACKETA
Step 2: Act on Insights and Implement Changes
Once the data has been analysed, businesses must take decisive action based on the insights gained. This step involves identifying specific areas for improvement and developing action plans to address them. It is essential to involve cross-functional teams, including customer service, product development, and marketing, to ensure a holistic approach to implementing changes. Regularly communicate progress and updates to employees to foster a culture of continuous improvement and accountability.
Our department shares positive, motivational feedback with couriers on a daily basis to incentivise great customer service. If we receive negative feedback from a customer, rest assured that we address each one promptly. These issues typically arise from miscommunication or individual errors. Additionally, any concerns unrelated to delivery are promptly escalated to the appropriate managers, who are responsible for finding effective solutions.
Robert Ferencz
Distribution Manager, Lyreco CE, SE
In cases where a company lacks a dedicated customer experience team, seeking the guidance of a customer experience consultant can be incredibly valuable. These consultants have the expertise and experience to provide actionable recommendations on how to address the areas of improvement effectively. In addition, they can help you develop a customer-centric mindset in employees through CX training sessions, establish processes for gathering and analysing customer feedback, and develop strategies for improving customer satisfaction and loyalty.
Step 3: Close the Feedback Loop with Customers
Closed-loop customer feedback strategy is crucial to show your customers that their opinions are valued and acted upon. This step involves communicating with customers to inform them about the changes implemented as a result of their feedback. This can be done through personalised messages, social media updates, or even phone calls.
Now, we understand your concern: “Won’t it take up a lot of time?” Not if you have the right customer feedback tool! For those who prefer to manage everything in one place, our online customer experience platform is the perfect tool to streamline the closed-loop feedback process. With our platform, you can respond directly to every customer’s feedback without the need to search for their email or phone number. It allows you to react quickly to customer feedback, even while on the go, ensuring efficient handling of customer issues. In the event of incidents, you will have precise information on where and which employees were involved. Responding promptly to dissatisfied customers has been proven to prevent the spread of negativity on social media.
The feedback we receive through Staffino has been instrumental in ensuring that our clients receive exceptional service. Our main objective is to have satisfied customers, and Staffino has helped us achieve that goal. We make it a point to share positive feedback with our entire team, so everyone can see what our clients truly value. Additionally, we take the time to thoroughly examine each comment and consult with the respective employee. If necessary, we immediately take steps to address any concerns and provide a solution.
Marcela Juríčková
Head of Client Care, Cofidis Slovakia
By closing the feedback loop, you demonstrate your commitment to customer-centricity and foster stronger relationships with your customers.
Final Word
Customer surveys provide valuable insights into customer preferences, pain points, and overall satisfaction levels. However, the true value lies in taking action based on these insights. By following the three essential steps outlined above, you too can enhance your customer experience and gain a competitive edge in today’s customer-centric landscape.
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