To create a customer experience management system, you need to understand what the target model of the company's interaction with customers should look like.
This will require mastering the mechanisms for collecting feedback - information that will give ideas for improving the service model.
But where to get this information and how to collect it more efficiently?
This will require mastering the mechanisms for collecting feedback - information that will give ideas for improving the service model.
But where to get this information and how to collect it more efficiently?
Information sources
Feedback can be collected using 5 main methods:
- Polls
This is the basic information gathering method. Using the survey, you can collect quantitative and qualitative data on customer satisfaction, which can later be used to modify the customer journey map and improve the company's service model.
Channels for collecting information: e-mail, sms, social networks, mobile application, website, phone calls (operator or IVR)
Who benefits from this:
Product teams to prioritize launching new and improving current products.
To the marketing and sales department — find loyal customers and attract them in the sales process.
Customer service to evaluate the level of service quality.
Channels for collecting information: e-mail, sms, social networks, mobile application, website, phone calls (operator or IVR)
Who benefits from this:
Product teams to prioritize launching new and improving current products.
To the marketing and sales department — find loyal customers and attract them in the sales process.
Customer service to evaluate the level of service quality.
2. Interview with a client
Focus groups — holding a group discussion with the target audience on a given topic.
In-Depth Interview — a one-on-one interview with a client with a pre-designed script.
Client shdowing - observation of the client during contact with the company (purchase of goods, call to the support service, etc.).
In-Depth Interview — a one-on-one interview with a client with a pre-designed script.
Client shdowing - observation of the client during contact with the company (purchase of goods, call to the support service, etc.).
3. Mystery shoppers
This is an assessment of the quality of your company's service by specially trained people who act as mystery shoppers and provide detailed reports with their feedback.
Advantages
This method can be a good addition to surveys when gathering information to improve our service model. There are 4 main reasons for this:
Quality of information — As part of the assessment, mystery shoppers look at every detail in the service, record all observations and provide detailed information.
Early Warning — Mystery shoppers can spot a problem before your customers experience it.
Competitor analysis — Asking customers about the quality of a competitor's service is often inconvenient, but you can always order from it.
Personnel monitoring — Mystery shoppers will help in the evaluation of personnel on parameters that cannot be tracked automatically (based on the database from the product or CRM).
Contractors can be both specialized companies and clients themselves.
This method can be a good addition to surveys when gathering information to improve our service model. There are 4 main reasons for this:
Quality of information — As part of the assessment, mystery shoppers look at every detail in the service, record all observations and provide detailed information.
Early Warning — Mystery shoppers can spot a problem before your customers experience it.
Competitor analysis — Asking customers about the quality of a competitor's service is often inconvenient, but you can always order from it.
Personnel monitoring — Mystery shoppers will help in the evaluation of personnel on parameters that cannot be tracked automatically (based on the database from the product or CRM).
Contractors can be both specialized companies and clients themselves.
4. Open sources
If you have a well-known brand that is being talked about, you can find information to further improve the service model in the public domain in the form of reviews, comments and complaints on online platforms.
Where to look
Review aggregators — over the years of existence, sites such as irecommend.ru and otzovik.com have managed to collect a huge amount of reviews on many brands and become powerful recommendation sites. The problem is that reviews can be paid for by interested parties.
Marketplaces — different industries have their own marketplaces where you can find customer comments.
Social Media — There are many groups on the main social networks with reviews, discussions and brand blacklists, in which your brand mentions must be constantly monitored.
Review aggregators — over the years of existence, sites such as irecommend.ru and otzovik.com have managed to collect a huge amount of reviews on many brands and become powerful recommendation sites. The problem is that reviews can be paid for by interested parties.
Marketplaces — different industries have their own marketplaces where you can find customer comments.
Social Media — There are many groups on the main social networks with reviews, discussions and brand blacklists, in which your brand mentions must be constantly monitored.
5. Intrasystem data
The customer journey consists of many touchpoints. It is important for the company that there are as few “gray areas” as possible along this path, ideally, the company’s performance should be measured at each of these points, this would give more insights.
This will help us customer data, which we can collect at almost all stages of the life cycle.
Each customer journey is unique, so below is a general example of what data can be collected at different stages of the customer journey.
This will help us customer data, which we can collect at almost all stages of the life cycle.
Each customer journey is unique, so below is a general example of what data can be collected at different stages of the customer journey.
- Lack of brand knowledge
- Awareness
- Finding a Solution
- Purchase
- Getting Started
- Interaction with a product (service)
- Service
- Loyalty
- Care
The first 4 points are solved by a variety of methodologies (advertising, marketing, targeting, market positioning, brand awareness with the involvement of many specialists and services, etc.), and the last 5 points can be safely closed by introducing the Loyalty Culture loyalty system.
What are the advantages?
- Work with real customer data;
- Based on the analysis, you know what, when and to whom to sell;
- Form the habit of buying from you;
- You work in the realities of the retail of the future.
Do you have any questions? Write to us at office@loycult.com or call +7 (495) 12-88-901, +7 (3412) 901-907 and we will be happy to answer.
