“When a customer complains, he is doing you a favor by giving you another opportunity to service him satisfactorily.” Here are 3 ways to improve Customer Satisfaction
Meeting customer expectations and providing an outstanding customer experience leads to increased customer happiness, retention, and lifetime value.
The only way to add corporate value is to meet customer expectations. It takes more trial and error to figure out what your customer really wants, not simply what you believe or even what they say.
So, how to know your customer’s satisfaction level or gauge Customer Expectations?
Everyone has a favored research methodology, and several methods are effective at certain times and for various objectives.
You may not have an abundance of quantifiable user data in the early phases of a startup, for example. Rather to doing thousands of tests, you may simply call your customer and speak with them.
Big organizations can get away with shorter research cycles and gain insights rapidly by simply running a large number of tests.
Customer demands should be regarded like a research project, regardless of methodology variations.
So instead of guessing what customer wants start gathering the data? After capturing the data start formulating hypothesis and test it. This can be much more certain of customer experience as well as the quantitative results achieved by changing aspects of customer experience.
3 ways to gauge
1. Collect Information
The first step is to collect information. We require data to generate basic hypotheses about user behavior and customer expectations.
What data do you have that indicates what your customers want from the product? As previously stated, it will be determined by the stage of your business as well as the type of product you provide. However, all businesses can collect qualitative and quantitative behavioral data. In order to have a better understanding of user goals, every organization should mix the two.
First, ask your users for qualitative information. On the surface, finding out what users want looks simple, so simply ask them.
There are several options for doing so:
- Phone interview
- In-person interview
- Focus group
- In-app or on-site survey tool
- Email survey
- Third party review sites
- Social media monitoring
- User testing
- Session Replays
How to take advantage
Basically, you should take advantage of any opportunity to obtain direct feedback from current or prospective consumers, as well as indirect feedback from other departments or passive collection sources.
While qualitative input is important, behavioral science reminds us that action rarely matches expressed preferences or intentions. You’ll also need some quantitative data to figure out what that behavior is.
Consider this: What are your customers, or people that are similar to them, actually doing?
Begin by asking the following questions about your analytics, both in your product and in your digital marketing assets:
- What features are people gravitating to?
- What are your top users utilizing the most?
- A/B tests shown?
- Which CTBs and value propositions drive the most activity?
- What type of questions are prospects asking on Google?
- What similar products are they using to solve their problems?
Collect as many data points as you can to get an idea of the landscape of prospect and customer behavior.
2. Form Hypotheses
Now that you have both qualitative and quantitative data, you may combine them and begin constructing hypotheses.
What appears to be resonating and leading to success with your product based on what people are telling you and what they are doing in your product?
Forms of communication do they respond to?
Which features do pleased customers use the most?
Make some theories about what’s driving your clients’ success using all of these lessons. You have enough data to develop a hypothesis about what’s working, which you may test. Form as many as you want based on your findings, but prioritize them based on their expected influence on the business and their ease of implementation.
Test and Verify Your Hypotheses
It’s now time to put those hypotheses to the test after all of this.
Consider how you might analyse your customer success possibilities in the most efficient and important method possible.
You should do an A/B test whenever possible because it will offer you the clearest indication of what works and what doesn’t.
If it’s anything new, such as a product feature or communication strategy, you can just test it. If you don’t have the time or means to conduct a formal test, get your prototypes in front of real people for feedback. The idea is to use the least expensive approaches to support or invalidate your hypothesis.
Perhaps you realise, in the case of customer experience and onboarding, that people just do not understand the value of your product. They require additional knowledge, and it must be delivered in a format that is adaptable to your company.
With this knowledge, you now have numerous alternatives for resolving this issue.
You may assign a dedicated customer success manager to high-value accounts to tailor their onboarding and train them how to get the most out of the product. To persuade customers to recognize the value of your solution right away, you may put up an automated onboarding cycle utilizing dummy data. You might create a knowledge base with an academy component to teach them new methodologies.
Possible Solution
There’s never a one-size-fits-all solution, but if you have the data to figure out what’s wrong and some ideas on how to repair it, you can try many approaches until you find one that works best. Whatever option you choose, get real-world feedback on whether or not your theory is correct.
You’ll continue to discover new things as you run more tests, collect more data, and receive more feedback, and you’ll see evolving customer priorities. It’s a cycle.
You must continually be researching and testing in order to adapt and optimise.
“Constantly start again with the next consumer, no matter how fantastic your feedback is.”
Stay tuned for further information on customer service approaches.
