Customer Feedback Surveys can be an effective tool to not only help you better understand your customers, but also provide you with new business opportunities, the ability to identify unhappy and loyal customers as well as provide a measurable benchmark to improve the customer experience. Although there are many benefits, if not executed effectively, Customer Feedback Surveys can also have a negative outcome.
The 4 Keys to Executing a Customer Experience Strategy
In our last article we spent time defining what the Customer Experience is and how it is different than branding. In summary, the Customer Experience is all the actions we take to influence a customer’s perception of our organizations. Given that people in all areas of our businesses can positively or negatively affect the experience customers have with our organization, it is sometimes difficult to determine who really “owns” the Customer Experience. Although it is true everyone is responsible for the Customer Experience, as the old saying goes, “if everyone is responsible, no one is responsible.” Given this, we must first look to determine all the areas that help shape this experience; people, product, process and feedback.