Progressive companies have started implementing the same customer feedback program- collecta, they do for all other marketing communications. They understand that customer feedback is one of the most powerful tools available today. However, carefully designed, beautiful, branded surveys are only the beginning of what a company can do with feedback. Today’s marketers have learned how to use customer responses to shape and define their marketing messages in new and creative ways. Combining these efforts can yield amazing results.
Companies often begin customer surveys with a focus on how customers would respond to a product or service. From this perspective, the next step is to ask the right questions. Questions that address the emotional factors that motivate a purchase or recommendation. Many studies show that when the emotional response to a product or service is addressed, the consumer’s actual purchasing behavior is much more likely to be predictive of the final purchase or recommendation. This approach is the crux of Direct Marketing Association’s (SMA) Certified Sales Executive (CSOE) Customer Experience Survey and Diamond Core’s (DCC) Platinum Customer Survey.
These two surveys use different methodologies, but both provide insight into what customers are looking for in an organization. In addition to asking customers for their opinions on product and service, they also ask them to describe their emotional response to various aspects of working with the company. A customer feedback program should not only include surveys that address these critical areas; it should include surveys that probe deeper into the motivation factors that motivate the purchasing behaviors of dissatisfied customers.
Direct collects customer feedback through many channels. Direct mail, phone and web-based surveys are available. With web-based surveys, the consumer feedback is collected through a web portal and sent to an email address or you can send it to fax to email. The email is then used to track the results and evaluate performance over time.
Other approaches are also available from third parties that do not meet the stringent requirements set forth by Direct. One popular approach is to build a social media page for customer feedback. The page is built using the Community application (SCA). However, it can only measure success based on the receipts and active users from social media channels. This information is considered incomplete because it does not include metrics for active users or receipt metrics.
When evaluating a company’s success, it is important to determine what aspects lead to customer satisfaction and those that hinder progress. Direct provides tools that can help determine where a company needs improvement. These tools include Customer Relations Management (CRM) and Customer Analytics. Both tools analyze data to identify common problematic areas and recommend changes. Once identified, companies can initiate improvements or initiate actions to remedy current issues.
The key to a successful sales and marketing strategy is the commitment to customer satisfaction. Having a Customer Feedback Program enables companies to gather detailed data and understand how to improve customer service and make their businesses more profitable. One of the things that make a business stand out is how customers feel about the experience. Sales and marketing professionals know that the key to creating an effective and successful marketing campaign is to deliver the highest levels of customer satisfaction. Through the use of a customer feedback program, companies are able to collect detailed information on customer satisfaction. These data are then used to determine whether a company has made strides toward improving customer service or if they are still making the wrong decisions.
The use of a customer feedback program should be a part of every organization. However, the data gathered must be gathered in a way that makes it easy for salespeople to access and interpret. Data must be shared, but this data must also be available when they need it, which makes the sharing of this data very important. This makes a C-suite survey tool essential for any company that wants to become more organized with the information they receive from the field. Survey tools such as this help businesses to gather customer feedback, which in turn, helps them to better serve their customers. Once collected, this information can be used to make important changes that will help your company to grow.