A company’s success is not only related to the quality of its products or services, but also its ability to understand and meet customer needs. And the key to achieving this understanding is listening to what they have to say. In marketing, customer satisfaction plays a crucial role, and incorporating feedback of them in product development and sales strategies is essential for sustaining any brand.
Every interaction with them is an opportunity to improve your company’s operations and create exceptional experiences that can turn them into enthusiastic advocates for your brand. Below, I share some strategies for achieving these goals.
1. NPS (Net Promoter Score) Surveys
NPS surveys are one of the most popular tools for measuring customer satisfaction. They ask a simple question: On a scale of 0 to 10, how much would you recommend our company to a friend or colleague?. Based on the responses, customers are classified into three groups: Promoters, Neutrals and Detractors. Promoters are satisfied customers who promote your brand, while detractors indicate dissatisfaction.
To improve your operation, monitor NPS regularly and take specific steps to convert detractors into promoters. Listening to what these dissatisfied customers have to say can bring significant improvements, not only to sales, but to the business as a whole. To do this, you need to understand what their complaints are, identify their origins and define action plans to resolve the identified problems and improve the overall customer experience.
2. CES (Customer Effort Score) Surveys
How much effort does a customer have to make to resolve a problem they may have with your product or service? This is what CES research seeks to understand. Through descriptive questions, this strategy aims to identify bottlenecks in customer service and what possibilities for improvement can be implemented.
Use CES survey responses to identify points in the customer journey where you can make processes more user-friendly. Paying attention to how the company communicates with its consumers, what steps they need to go through to be served, and how the entire journey can be simplified are fundamental actions to build lasting and healthy relationships with your audience.
3. Pesquisas CSAT (Customer Satisfaction Score)
The simple fact of asking the customer how their purchasing experience was, or their opinion about a product or service, already has the potential to transform your operation. CSAT surveys, for example, measure customer satisfaction regarding specific interactions with your company. Customers are generally asked to rate, on numerical scales, their level of satisfaction with a support service, a purchase or any other point of contact.
CSAT responses are useful for evaluating the effectiveness of your support and sales teams in real time. They are also very relevant for evaluating whether the service provided or the product offered is meeting the public’s expectations, and even making business performance projections. If average satisfaction is low, it is important to investigate the reasons and make immediate improvements. If the answer is predominantly positive, it is possible to make improvement or scale-up plans.
4. Direct feedback from customers
In addition to the consistent adoption of research, the feedback directly from customers, a rich source of insights to improve commercial and consumer engagement strategies. However, to get customers to share their thoughts and opinions, you need to encourage this habit and aim for the long-term relationship.
To achieve this, the best way to invest in providing different channels for customers to share their opinions and concerns. contact forms, chats live or e-mails are some of the most used formats that guarantee good public adherence. Furthermore, it is essential that your company establishes a culture of open communication internally, in which employees are willing to listen, respond and learn from employees. feedbacks of customers.
5. Social media monitoring and online reviews
Social media and online reviews are platforms where customers often share their experiences. Perhaps this is the most honest way of communicating with your audience. In their profiles, users feel free to express their experience with companies and, increasingly, consumers have used their voices on the internet to influence, positively and negatively, their contact circles.
This way, active monitoring of social networks, looking for mentions of your brand and reviews on sites like Google My Business, Complain here, Yelp and TripAdvisor, it is essential to know how your business has been perceived by the public. Responding to positive comments to say thank you and negative comments to resolve problems and show commitment to customer satisfaction are also good practices relevant for businesses that want to remain relevant in the market.
Therefore, always remember to listen to the customer through all possible channels, both through structured customer service processes and feedback, such as research, and through organic communication channels. And be close to the team that is on the front line with the consumer, such as sales and support. Acting this way is not just a business strategy, but a philosophy that must be at the core of the company’s culture.
* This text does not necessarily reflect the opinion of Adnews
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