In our survey with Brand managers, most stated that while they get many complaints from customers, appreciations were rarely received. Why is it so? It appears that the brands’, ‘capacity to engage customers’, is far less than what customers expect in most cases. Customers think about brands only when they have a problem or an issue. How do brand managers arrive at a mechanism for continuity of dialogue with customers?
Social media has turned into the default channel for registering complaints. Brands attend to all such complaints, especially after they appear on social media channels. According to the American Express Survey, 2014, 71% of the Indian customers use social media for CS queries.
Providing strong communication channels for feedback from customers would be a good way to start the engagement with customers even before a problem occurs or an issue turns into a complaint. The main purpose of getting feedback is to enhance customer services. Improving customer services results in customer satisfaction with the brand. Receiving and acting on such feedback at various points of the customer journey would dramatically transform the customer centricity of the brand and bring it to the DNA of the organization’s processes. Improving the quality of service at various customer touch points is of great value to business. What kind of feedback would be of useful value to the business? Customer Purchase experience, installation experience, product usage experience, customer service experience and online experiences are examples of feedback that can be collected by brands, i.e. the customer experiences relevant to your business.
For example, consider a retail chain with hundreds of stores across the country. The walk-in customers to these stores could be thousands a day. Think of the power of feedback from those thousands of customers and their value to improve operations at the store? How do you provide a channel for such customers to provide a feedback at the store level? How do you collect, collate and act upon such feedback? How do you reward the customers who provide such useful feedback?
Engaging customers for feedback is a powerful mechanism to improve customer satisfaction as well as improve the operational processes that touch the customer. What is your take on the issue? Please share your thoughts and suggestions.