An intentional program yields the best results
The importance of being closely attuned to your customers’ experiences is clear, and too important to be left to chance. This is why more than 80% of businesses invest in a structured customer engagement program, which should have some key foundations:
- It should be designed to maximize customer response. This includes the visual design of the surveys, the wording of the questions, and the accessibility of the survey itself.
- It should provide actionable data. The responses to the surveys must be presented in such a way that trends are as apparent as individual issues.
- It should have a mechanism for flagging problems with a plan to address them.
- It should be consistent. Customer experiences are not isolated in time, so your program needs to be an ongoing effort, not a one-time collection.
In summary, given that the majority of your competitive advantage rests on your customers’ experiences, the return on the investment you make in staying connected with your customers in the form of increased sales and business growth will far eclipse anything you could achieve through other marketing efforts. If you invest the time and effort in being keenly aware of these experiences, you will set your business apart.
Sources: Forbes, Kolsky, PwC, Invesp, American Express