customer feedback - c3centricity

Feedback Fuelled Success: The Dynamic Duo of Continuous Improvement and Customer Insights

Posted on February 13, 2024March 29, 2024 by Denyse Drummond-Dunn

Last week I spoke about the importance of actioning customer feedback, so I want to now focus on continuous improvement by using the information to optimise the brands and services you offer.

The Customer’s Need for Continuous Improvement

The only constant in business today is change! And customers expect businesses to be constantly adapting and preparing for their future needs.

A survey by Salesforce reported that 76% of consumers expect companies to understand their needs and expectations.

Thriving in this dynamic environment requires a commitment to continuous improvement and a deep understanding of customer needs and preferences.

Businesses that embrace these practices enhance their products and services and craft exceptional customer experiences, setting themselves apart from the competition.

This blog looks at the critical role of continuous improvement and customer feedback, offering insights and strategies to help organizations stay ahead and resonate with their market.

The Value of Continuous Improvement

Continuous improvement is not just a strategy; it’s a mindset that drives business growth and success. In a world where customer expectations are continually evolving, companies that prioritize ongoing improvement can adapt, innovate, and remain competitive.

For instance, Toyota, through its Kaizen philosophy, has seen a significant reduction in production costs and an increase in vehicle quality.

1.1 The Concept of Continuous Improvement

Continuous improvement, a philosophy embodied by concepts like Kaizen and lean management, is about making small, incremental changes that collectively lead to significant enhancements.

This approach is not just about streamlining processes; it’s about fostering a culture where every team member is empowered and encouraged to seek out ways to enhance performance and productivity.

A study by Bain & Company revealed that companies embracing lean management and continuous improvement techniques saw a 20% increase in customer satisfaction and a 35% growth in financial performance.

1.2 Benefits of Continuous Improvement

The benefits of continuous improvement extend beyond operational efficiency. It’s about nurturing a proactive culture that anticipates and responds to changes swiftly.

Organisations that adopt this approach witness improved productivity, heightened customer satisfaction, and a robust capacity for innovation. It’s not just about doing things right; it’s about doing the right things, continually.

For example, Motorola’s Six Sigma program has reportedly saved the company over $17 billion over the years.

Leveraging Customer Feedback for Improvement

Customer feedback is an invaluable resource, offering direct insights into what’s working and what’s not.

Microsoft’s decision to reintroduce the Start menu in Windows, following widespread customer feedback, significantly improved user satisfaction and acceptance.

2.1 Listening to Customer Voice

Customers interact with businesses through various channels, each offering unique insights. From surveys to social media interactions and direct customer service engagements, understanding how to collect and leverage these interactions is crucial.

Each channel provides a different perspective, collectively offering a comprehensive view of customer sentiment and experience.

Adobe’s Digital Trends Report highlighted that companies with strong omnichannel customer engagement strategies retain on average 89% of their customers compared to 33% for companies with weak omnichannel strategies.

2.2 Analyzing Customer Feedback

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Actioning Customer Feedback: The Secret to Turning Difficult Customers into Loyal Advocates

Posted on January 30, 2024March 29, 2024 by Denyse Drummond-Dunn

Difficult customers!

Every business has them, and no one likes to get customer feedback that is challenging to handle. So what’s the secret to turning difficult customers into loyal advocates?

The most important thing to remember is not to think of customers as difficult but merely as angry, frustrated or disappointed with the product or service they bought from us.

You may never have considered this, but customer complaints are actually a gift! Research shows that for every customer who complains, there are 20 or more who don’t complain and just switch to your competitor!

Wouldn’t you prefer to have the chance to retain their loyalty? That’s why you should do everything possible to respond quickly and positively to every complaint.

The Gift of Customer Complaints

When a customer reaches out with a complaint, they are offering you the chance to improve and strengthen your business in several ways:

You get the chance to put things right and make them happy.
You get the chance to stop them churning/leaving for the competition.
You get the chance to delight them so they share their experience with others and build your positive image.

Let’s look at these in more detail, using recent examples to demonstrate best practices:

Correcting Mistakes:

Netflix: Netflix is known for actively monitoring customer complaints and using advanced data analytics to identify and correct issues. When they encountered streaming problems in the past, they quickly addressed them by upgrading their infrastructure, leading to improved service quality. This is a great example of exceeding the customer’s expectations, creating even greater delight.
Toyota: Toyota has a history of addressing product quality concerns promptly. In the case of the 2010 recall, due to accelerator pedal issues, Toyota swiftly communicated with affected customers, provided fixes, and introduced enhanced safety measures.
Samsung: Samsung’s handling of the Galaxy Note 7 battery issue is another prime example. They recalled and replaced the faulty devices, prioritizing customer safety and satisfaction. This transparent and rapid response helped mitigate the impact on their brand reputation.

Customers expect you to put things right. They don’t expect more than that in most cases. So going above and beyond will immediately change a negative into a positive event that the customer will share with their friends and family.

Preventing Churn:

Comcast: Comcast has made efforts to reduce customer churn by offering flexible plans and improved customer service. They introduced “Xfinity Mobile” to bundle mobile services with cable and internet, aiming to keep customers within their ecosystem.
Adobe: Adobe’s transition to a subscription-based model for Creative Cloud faced initial resistance. However, they addressed customer concerns and objections by continuously improving the platform, leading to higher customer retention rates.
Spotify: Spotify uses personalized playlists and recommendations to engage users. By analyzing user data and preferences, they reduce churn by providing a tailored experience that keeps users coming back for more.

This last example shows how a company quite often has the data it needs to better … Click to continue reading

Providing Amazing Customer Journeys by Leveraging the Power of Technology

Posted on August 15, 2023June 5, 2024 by Denyse Drummond-Dunn

Customer journeys are evolving fast, and technology is at the forefront of this transformation, especially in the past couple of years, thanks to AI.

This post explores how businesses can embrace omnichannel experiences, self-service solutions, and data-driven personalisation to create amazingly seamless and unforgettable customer journeys.

I have also added examples illustrating some of the more successful implementations. Be inspired by these real-world illustrations of companies that have leveraged technology to build strong customer relationships and unlock new avenues of growth for your business.

Technology-Enhanced Customer Journeys

In the dynamic realm of modern business, the pivotal role of technology in shaping customer service has become undeniable.

Organisations adept at harnessing the potential of technological advancements offer seamless and personalised experiences and gain a distinct competitive edge in today’s rapidly evolving digital landscape.

This article unveils the profound transformation of customer service in the digital age, underscoring how technology has revolutionised customer expectations and enabled organisations to deliver faster, more efficient and tailored support.

The Evolution of Customer Service in the Digital Age

The digital age has brought forth a sweeping transformation in customer service. Technology, the bedrock of this evolution, has spurred a revolution in customer expectations, compelling organisations to elevate their service standards.

By capitalising on technology, businesses can now offer swifter response times, enhanced efficiency, and personalised touches that cater to the individual preferences of their clientele.

As technology continues to advance, so do the expectations of today’s customers. A prime example of this is the seamless omnichannel experience offered by retail giant Nike.

By integrating web, mobile, social media, and in-store interactions, Nike has created a harmonious ecosystem that caters to customers’ preferred communication channels, resulting in a 40% increase in online sales.

This showcases how technology can amplify customer service, enabling organisations to meet customers where they are and provide a consistent, convenient, and personalised customer journey.

1. The Rise of Omnichannel Customer Service

In today’s digital landscape, omnichannel customer service has become a beacon of innovation and strategic importance. By seamlessly integrating multiple communication channels, including web, mobile, social media, and chat, organisations can provide a uniform and convenient customer experience. The synergy achieved through this integration nurtures customer satisfaction and provides invaluable insights into consumer behaviour and preferences.

As previously mentioned, Nike is one example of a brand that has successfully done this, but there are others. Starbucks is another industry trailblazer.

With its mobile app, customers can order ahead, earn rewards, and make payments seamlessly. This technological integration enhances convenience and deepens customer engagement, resulting in a staggering 40% of Starbucks transactions being conducted through its app today. This vividly illustrates how the convergence of channels empowers customers and fuels business success.

2. The Shift Towards Self-Service

The era of customers’ digital empowerment has fostered a discernible shift towards self-service options driven by the burgeoning demand for instant gratification and autonomy.

Organisations are now empowered to equip customers with comprehensive self-help resources, knowledge bases, interactive FAQs, and AI-driven chatbots that deliver … Click to continue reading

The Customer Retention Goldmine: How to Keep Customers Happy and Drive Exponential Growth

Posted on August 1, 2023August 11, 2023 by Denyse Drummond-Dunn

Customer retention is essential for the long-term success of any business.

We all know that happy customers are more likely to make repeat purchases, provide positive reviews, and refer others to your business. But how do you keep customers happy?

Here are some of the best strategies to retain your customers. Check them out and apply any you are not currently actioning, to enjoy improved growth for your business:

1. Provide Excellent Customer Service: This is the starting point if you want to keep your customers happy. Offer fast, helpful, and personalized support whenever they need it.

Respond to inquiries and complaints quickly and resolve issues to the best of your ability.

In fact, go beyond just satisfying them, and find ways to surprise and delight them with a little added and unexpected attention. (more on that later)

Customer service is a critical aspect of retaining customers. According to HubSpot research, 93% of customers are likely to make repeat purchases from companies that offer excellent customer service.
On the other hand, 33% of customers would consider switching after just one instance of poor service according to American Express.
Responding to customer inquiries within an hour can increase customer retention rates by up to 56% (Harvard Business Review).
Nearly half of all customers (46%) expect companies to respond to their emails within 4 hours, while 12% expect a response within 15 minutes or less.
However, 90% of customers view an instant response as either crucial or very important when they need customer service assistance. Of these, 60% consider instant to mean within 10 minutes or faster.

2. Build Strong Relationships: Engage with your customers on social media, through email newsletters, or other communication channels. Show appreciation for their business and make them feel valued. Businesses that build strong customer relationships are likely to see increased loyalty and repeat business.

According to a study by Bain & Company, increasing customer retention rates by 5% can lead to a 25% to 95% increase in profits.

3. Consistent Communication: Keep your customers informed about new products, promotions, and updates. Regularly engage with them to maintain their interest. Find ways to keep them involved with your brand even when they are not consuming/using it.

Consistent communication helps to keep customers engaged and informed about your products and promotions. Brands that communicate with customers regularly witness a higher retention rate compared to those that do not (SuperOffice).

4. Quality Products and Services: Deliver high-quality products and services that meet or exceed customer expectations. Satisfied customers are more likely to return.

High-quality products and services contribute significantly to customer satisfaction. A study by the Customer Contact Council found that customers who had the best past experiences spend 140% more than those with poor experiences.

5. Loyalty Programs: Implement a loyalty program that rewards customers for repeat purchases. Offer discounts, exclusive offers, or points that can be redeemed for future discounts or free items.

Loyalty programs can boost customer retention. According to a

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The Power of Real-Time Feedback to Drive Business Success

Posted on June 29, 2023June 29, 2023 by Denyse Drummond-Dunn

In today’s fast-paced and customer-centric business environment, gathering real-time customer feedback and engaging in social media conversations are both vital practices.

These approaches enable organizations to gain valuable insights, enhance their products/services, and deliver the exceptional experiences our customers have come to expect. By actively listening to customers, organizations can meet customer expectations, drive loyalty, and gain a competitive edge. Here’s how.

Understanding the Value of Real-Time Customer Feedback

There are many benefits of real-time customer feedback, the two most important being:

The power of gaining timely customer insights: These are at the core of every customer-centric organisation. Real-time feedback allows organizations to stay agile, make informed decisions, and then respond quickly to changing customer needs.

According to a study by the Aberdeen Group, companies that leverage real-time customer feedback are 33% more likely to retain customers.

By promptly addressing customer pain points, organizations can reduce frustration and escalation, while at the same time enhancing satisfaction and loyalty. This increases both customer retention and revenue growth, two things every organisation wants.

Turning feedback into actionable improvements: Organizations can transform customer feedback into actionable improvements by employing techniques such as sentiment analysis, categorization, and prioritization. These methods help extract valuable insights that can then be used to drive meaningful change.

A leading e-commerce company revealed that analyzing customer feedback using sentiment analysis led to a 25% increase in customer satisfaction ratings. By systematically analyzing feedback data, organizations can identify trends, common issues, and areas for improvement, enabling them to prioritize and implement impactful changes.

Implementing Feedback Collection Mechanisms

There are numerous ways in which an organisation can gather real-time customer feedback. Here are three of the most popularly used ones:

In-app feedback and surveys: Collecting feedback directly within digital channels, such as mobile apps or websites, offers an organisation numerous benefits. By implementing in-app feedback prompts, targeted surveys, and pop-up questionnaires, they can capture customer sentiments in the moment. As a result, they gain valuable insights that can help them improve their offerings, without having to rely on the customer’s memory.

A survey conducted by Qualtrics found that 72% of customers prefer providing feedback within a mobile app.

Airbnb successfully collects in-app feedback on a permanent basis, as anyone who has used their service knows. It enables the company to enhance the user experience, resulting in continuous improvements and increased customer satisfaction.

Live chat and support interactions: Real-time feedback gathered during live chat and customer services interactions provides immediate insights into customer experiences. Organizations can leverage chat transcripts, agent feedback forms, and post-chat surveys to gather valuable feedback and measure customer satisfaction.

After implementing post-chat surveys, one telecommunications company recorded a 20% increase in customer satisfaction scores. People like being asked their opinion, especially when it doesn’t take much effort, as in near real-time questioning.

Post-interaction ratings and reviews: These also play a significant role in collecting real-time feedback. Encouraging customers to provide ratings and reviews immediately after their interactions, helps capture their experiences and sentiments while they … Click to continue reading

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