You are in the Customer Perception Business
**This week’s eService is written by our guest blogger Angela Crawford, Chief Marketing Officer, Direct Opinions, a full-service professional market research firm. Customers Control Your Brand Perception, But Are You Really Listening? |
*Only 22 tickets left for the Secret Service Summit September 29-30 Cleveland Ohio Filling in a few bubbles or selecting the best multiple-choice answer doesn’t The popularity of social media has taught us that people like to be heard, and the same holds true for your customers. As The DiJulius Group states in their article, It’s Not All About You, human beings are genetically coded to be self-centered. They want to talk about their experiences. The problem is, many businesses that make an attempt to gather customer feedback aren’t truly listening to those experiences if they are looking at numbers from survey results. Sure, all of us value the convenience of electronic communications. Using online surveys, though, is typically not enough to measure the complete customer experience and truly understand their feedback. Depending on the business and strategy, there may be a number of recommended methods to reveal the most actionable insights. *Related – What if you posted all your Customer Reviews on your website? In this changing environment, companies need to develop multiple mechanisms to gauge, and act upon, customer feedback. Partnering with an Once executives have access to these calls, they are able to hear direct customer feedback and gain insights like never before. Hearing a need stated in the voice of their customer sets the stage for creating immediate actions to prioritize changes and innovations that may position the company over competitors well into the future. When you combine the quantitative measurements of a survey with qualitative listening, hearing the true voice of the customer, only then do businesses fully understand the direction they need to take to produce value for them. *Watch the latest Service Secrets Interview by Rory Vaden past presenter at America’s #1 Customer Service Conference |
CLEVELAND – SEPTEMBER 29 & 30
Reserve your seat at America’s #1 Customer Service Conference. You still have time! |