by twieberneit | May 6, 2016 | Blog |
You have determined for your SME business that you want to improve your customers’ experience.But you do not know how to measure it. And you want tangible results fast. And you want to contain the risk. After all there is nothing more risky than a big venture that promises results only in the far away future… You have heard about this Internet of Things thing, beacons, customer journeys, sentiment analysis, and predictive, even intent driven analysis. But this all seems a bit big and daunting. You ask yourself: How to go ahead? And how do I measure success? Many companies, especially bigger ones, already have a voice of the customer (VoC) program, which is a good start. Not to be gotten wrong, there are all sorts of challenges with VoC programs. Getting insufficient replies, data that doesn’t really help, data that covers only one single channel, etc. etc. But then a VoC program is a very good start, if kept simple, and also consistently available across channels. It again is about thinking big while acting small. Key is to Ask the questions immediately in context with the activity you refer to, e.g. on exiting the store or the web site Keep the number of questions for your customers very low and to make answering them extremely easy. Correlate the customer replies with information that you get from your employees. Lastly: Act on the results. Nothing is worse than asking customers and employees for feedback and then doing nothing with it. Keeping the numbers very low while retaining the ability to get meaningful data is a stretch. There should not be more than 4, in...
