“Measuring satisfaction on customer journeys is 30% more predictive of overall customer satisfaction than measuring happiness for an individual interaction” said McKinsey this week.
This stands to reason. Customers are all interacting with your brand across every channel. Be it your website, online stores, telephone service – the list goes on. The multi-channel world is old news. We all know that it doesn’t matter if a customer has a great in-store experience – if the product then breaks and the back-up product support is poor, that is what will be remembered. But linking up satisfaction with individual touch points to make a whole indication of customer journey satisfaction is a new challenge.
The difficulty is that sensing customer feedback throughout the whole journey is the only way to know you’ve got it completely right for customers. But it’s well known that surveys get lower response rates the longer they are, and the less relevant they are. If it’s been 2 weeks since a customer’s interaction with you, they are dramatically less likely to give you feedback than if it was 10 minutes ago. Similarly, you can’t do an in-depth survey at every touchpoint.
How do you measure customer journey satisfaction?
So how can you know where your customer journey is broken, without long surveys becoming a hassle for your customers?
Time for a new way to do it – by mapping the customer journey and asking very short, pointed questions regularly, at appropriate times. And critically, it’s time to be able to map that individual feedback directly back to individual customers (rather than just being able to say, the call centre has 76% satisfaction and the stores have 95% satisfaction.)
Getting feedback throughout the journey, without bothering customers, is easy now with Customer Thermometer.
Many companies now map the major customer touch points (both physically and electronically), and the entire length of a customer’s journey, from awareness right through to purchase, support and repurchase. This points up the major areas companies can, and need to, take customers’ temperatures.
One these areas are identified, triggers can be built into the process to send one click surveys to customers at relevant, and timely, points in their journey. One click surveys can even be embedded into the footer of emails carrying other information.
Examples of use
Here are some quick, simple and effective ways one-click feedback can be used at different customer journey stages:
- embed a one click survey at the bottom of your e-receipt or invoice (see below)
- trigger a one click survey when a customer’s account is updated or closed in Salesforce.com
- trigger an outbound survey when your field service software tells you a job has been done or a service completed
- instantly send a survey via email when a loyalty card has been used in a restaurant or retail store
- trigger a one click survey when a customer has used their loyalty card in your restaurant or store
You can then link back feedback to individual customer records using our reporting and see how a customer has felt throughout their journey.
What were they delighted with? And what made them unhappy? Who turned them around again after a bad experience?
Invaluable knowledge for optimising customer journeys across your business.
By tying together the power of Customer Thermometer with the triggers in your CRM, ERP, help desk, field service or email marketing system, you can build a proactive, automated customer journey tracker in next to no time.
Find out more here: https://www.customerthermometer.com/integration/ For most major cloud or SaaS systems, integration takes literally 5 minutes. Why not give it a try today?
