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Better Customer Experiences Without Customer Feedback

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Learning from Customer Complaints – Even When They Don’t Tell You

Better Customer Experiences Without Customer Feedback

GUEST POST from Shep Hyken

How would you like to know what made a customer angry or sad, leading them to leave a negative review? You might say, “I’ll just ask them,” and that’s a great answer. Direct feedback is a gift. But maybe there’s another way.

I had a sit-down with Michael Podolsky, the CEO of PissedConsumer.com, a sounding board for consumers to leave comments and reviews when they can’t get the customer service they want or deserve. In our Amazing Business Radio interview, he suggested that a proactive approach to handling complaints is more than just meeting with your team to discuss what you’re hearing from customers or what you think makes them unhappy. Take the guesswork out of it. Short of direct feedback, which in my opinion is still the best way to learn if your customers love you (or not), read competitor reviews on their websites or in the B2B world and partake in industry forums to find out what customers are saying about the companies they do business with.

Shep Hyken Customer Complaints Cartoon

In addition to looking at competitors’ websites and industry forums, monitor social channels for mentions of your competitors. While most companies practice “social listening” for their own brands, paying attention to social mentions about your competition gives you a broader insight into what’s happening in your industry.

Based on what you learn, create a Complaint Prevention Checklist. For example, if customers frequently complain about long hold times when calling your competition’s customer support, examine your company’s response time. If customers are frustrated by your competition’s complicated return policies, make sure you aren’t guilty of the same.

This isn’t a “do it once” exercise. Take time each quarter – maybe even each month – to examine this type of feedback. Share insights with your team and use them to stay customer-focused and ahead of your competition. Recognize that there are two areas in which you want to compete: providing a better customer experience and having fewer complaints. In a perfect world, you would have no complaints.

In my book, I’ll Be Back: How to Get Customers to Come Back Again and Again, one of the six strategies I cover in the final chapter is to find out what your competition does well and adapt it to your company. Don’t copy, but use their ideas for inspiration to make it your own. And if you pay attention to Podolsky’s advice, you’ll also want to find out what your competition isn’t doing well. Of course, you’ll want to determine if your organization is guilty of the same behaviors or operational snafus and proactively seek to eliminate or mitigate the problems.

Image Credit: Unsplash

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Innovative Ways to Gather Customer Feedback

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Innovative Ways to Gather Customer Feedback

GUEST POST from Chateau G Pato

In a competitive marketplace, understanding the voice of the customer is crucial for innovation and sustained business growth. Traditional methods of gathering customer feedback, such as surveys and focus groups, often fall short in capturing the nuanced and spontaneous nature of customer experiences. In this article, we explore innovative ways to gather customer feedback and illustrate their effectiveness through two compelling case studies.

Leveraging Social Media Listening

Social media offers a vast river of unsolicited, real-time customer feedback. Companies can tap into this stream to discern customer sentiments, identify emergent trends, and detect potential issues before they escalate.

Case Study 1: Starbucks

Starbucks, a global coffeehouse chain, harnesses the power of social media listening tools to refine its customer experience. By monitoring platforms like Twitter, Facebook, and Instagram, Starbucks captures real-time reactions to its products, services, and marketing campaigns.

For instance, Starbucks introduced the Unicorn Frappuccino, a limited-edition beverage, that took social media by storm. The Starbucks team monitored hashtags, comments, and reviews, quickly identifying common themes and sentiments. Customers loved the drink’s vibrant appearance but there was mixed feedback on its taste. With this information, Starbucks promptly engaged with their audience, adjusting their messaging to emphasize the drink’s adventurous and whimsical nature rather than its flavor profile.

The insights gleaned from social media listening not only helped Starbucks understand customer preferences but also enabled the company to engage with customers directly, showing appreciation for their feedback and fostering a sense of community.

Utilizing AI Chatbots for Interactive Feedback

AI-driven chatbots are another innovative way to gather customer feedback. These intelligent agents can engage customers in natural, conversational dialogue, collecting detailed and context-rich feedback without the constraints of formal surveys.

Case Study 2: Amtrak

Amtrak, America’s national rail operator, implemented an AI-powered chatbot named “Julie” to enhance the travel experience and gather valuable customer insights. Julie assists passengers with ticket bookings, schedule inquiries, and travel disruptions. Beyond these functions, Julie is programmed to ask customers about their travel experience upon completion of their interaction.

For example, if a passenger inquires about train delays, Julie might follow up with questions about the overall travel experience, such as the comfort of seating, cleanliness of the train, and the quality of customer service. This conversational approach allows Amtrak to capture specific, actionable feedback in real time.

Furthermore, Julie’s AI capabilities enable her to analyze the sentiment behind the responses, flagging particularly negative or positive interactions for further review by human agents. This dual-layer feedback mechanism ensures that critical issues are swiftly addressed while also recognizing aspects of the service that delight customers.

The implementation of Julie has provided Amtrak with a continuous stream of high-quality feedback, allowing the company to make informed decisions about service improvements and operational adjustments.

The Role of Gamification in Feedback Collection

Gamification, the application of game-design elements in non-gaming contexts, offers a dynamic way to engage customers in the feedback process. By making feedback collection an enjoyable and rewarding experience, companies can significantly increase participation rates and the quality of the insights gathered.

Case Study 3: Duolingo

Duolingo, the language-learning app, uses gamification to motivate users to share their learning experiences and provide feedback. The app incorporates points, badges, and leaderboards to encourage regular usage. Periodically, Duolingo invites users to complete short, in-app surveys or participate in feedback challenges to earn additional rewards.

These gamified feedback mechanisms not only enhance user engagement but also provide Duolingo with a steady stream of user insights. For instance, when Duolingo launched a new feature, the company implemented a feedback challenge where users could earn special badges by completing targeted feedback tasks related to the feature. The responses helped Duolingo understand the feature’s impact, identify any usability issues, and gauge overall satisfaction.

By turning feedback into a game, Duolingo ensures that users are more willing to participate and more honest in their responses, resulting in richer and more reliable data.

Conclusion

In an era where customer preferences and expectations are constantly evolving, it is paramount for businesses to innovate in their approach to gathering feedback. Methods like social media listening, AI chatbots, and gamification provide richer, more immediate insights than traditional approaches.

The success stories of Starbucks, Amtrak, and Duolingo underscore the power of these innovative techniques. By meeting customers where they are and transforming the feedback process into a value-added interaction, companies can foster stronger relationships with their customers, drive meaningful improvements, and maintain a competitive edge.

Finally, innovation should permeate every aspect of a business, including how we listen to and learn from our customers. By embracing new technologies and creative strategies, businesses can unlock deeper customer insights and pave the path for continuous improvement and success.

SPECIAL BONUS: The very best change planners use a visual, collaborative approach to create their deliverables. A methodology and tools like those in Change Planning Toolkit™ can empower anyone to become great change planners themselves.

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