If you aren’t measuring your customer’s experience, how do you know if your efforts are making it better…or worse?
Let’s face it, measuring customer satisfaction isn’t fun. It takes time, money, and effort, three things that are hard to allocate or invest into. Plus, who is going to lead the charge? What do you do once you find out the results? Worst of all: what if the results are bad?
All of these are valid concerns when trying to avoid engaging in yet another who-knows-if-this-will-be-worth-it effort. But what if the benefits of measuring the customer experience outweighed the cost? What if your efforts gave you information that you could use to improve customer relations? Discover new business? Better yet, make more money?
What is the Customer Experience?
A customer’s experience with your company can be shortly defined as every single interaction they have ever had and will have with you. Whether it is a quick phone call or attending a clinic, each moment matters. And having happy customers equals more customers. For a deeper explanation check out our blog Defining Customer Experience.
If you cannot measure it, you cannot improve it. We’ve talked before about the four different methods to measure your customer’s experience with your company. There’s a net promoter sore, focus group, survey and advisory board. Why should you be concerned about measuring it?
Here are five reasons to measure your customer experience:
- Grow your Business- If you are looking to increase your number of customers, they are going to need a reason to switch. Offering them a better experience will certainly do so. Using feedback from customer experience surveys will show you the areas you need to improve as well as the ones you are best at. Use your strong suits to market to future customers and work on improving your low spots for keeping customers.
- Build on Current Customer Relationships- If customers see you value their opinion, want to know about their experiences and are trying to improve, they are going to automatically be pleased. This additional interaction can also help you know your customers more, a key part of developing long lasting relationships.
- Eliminate the Guesswork- When you ask customers directly what needs to be improved, there is no more wondering why company numbers are the way they are, or how you can fix them. And of course, the customer is always right.
- Save Time and Resources- Along with no guessing, you will not be using up valuable company time trying to implement solutions which are not going to be beneficial in the end. Additionally, some solutions may be costly to implement, so you do not want to be implementing the incorrect ones.
- Create Engaged Employees- Brainstorming ideas to improve your business is one thing. Having actual customers telling you what they want done differently? That is impactful. Employees will not just think these solutions could possibly have a chance at improving business or to keep doing things one way or another. Instead, they will know so. This means employees are more likely to keep doing the good things and fix the bad things.
For more information about customer experience, listen to our podcast with Drake University Professor Heidi Mannetter.