Companies – both B2B and B2C – are increasingly conducting research into customer experience, customer satisfaction and customer loyalty. But what does that customer research yield? That added value is completely determined by what an organization actually does with the harvest of data. The possibilities of control information for improving business processes are very diverse. These are commonly used applications.
Measuring is one thing, but ultimately it is about how you translate measurement results from research into customer experience and customer satisfaction into concrete improvement actions. There are still companies and organizations that mainly klanttevredenheidsonderzoek do for the measurement itself - to know 'where they stand' - or for their ISO certification. That's a big missed opportunity. Because you can also use that data directly as management information for improving business processes, especially with modern ones feedback software. With GrowPromoter we help translate the results on your own online dashboard directly into concrete improvement actions. What added value can the management information have?
1. Use priorities and signals from customers for improvements
With the accessible, short measurements of modern, online customer research, you can immediately see the priorities and points for improvement of customers for your business processes. For example, identify their reasons for recommending or not recommending you to others. Your own customers often indicate (indirectly) with their feedback what structural bottlenecks and points for improvement are in your organization. Pick up those points for improvement and actions and continue to monitor whether customers also see improvements.
2. Use super fresh feedback for specific business processes
Modern software for klantonderzoek makes it possible to measure continuously with short questionnaires and at the most relevant moments. You can't get fresher and more direct feedback! Always ask a few questions that are relevant to the process you just experienced. Has a product just been delivered? Or was there contact with Sales or Customer Service? Then your question is about that. This way you get extremely fresh valuable insights for improving specific business processes.
3. Respond immediately to negative feedback
By taking (short) measurements more often and continuously, you can respond much faster and more decisively to negative feedback from customers. Towards your customer and your own business processes. Anyone who responds actively and well to negative feedback immediately comes across as much more positive and attentive than when nothing seems to happen with the feedback (b). This can therefore directly ensure customer retention. Moreover, from now on customers will give feedback much faster if they know that something will actually happen with it.
4. Give customer research more depth
Modern feedback software for customer research makes it possible to make real in-depth analyses. Unlike traditional customer and needs research – once or twice a year – you can go much deeper online with a few short targeted questions and continuous measurements. For example, you can zoom in on an industry, market segment, technician or salesperson. Your own customer feedback can also help determine this focus. This makes it much easier for marketing and sales to provide insights that make it easier for colleagues to do their job, with a higher customer appreciation!
5. Create opportunities for cross- and up-selling
More feedback from your customers provides a wealth of information about their needs. Customer needs are often much broader than just the service or product you have provided. Use that information from customer research to help your customers better and to create new leads for Sales.
6. Share a more complete (360 degrees) customer image internally
Bring the feedback from customer research into your CRM or ERP system to create a more complete (360 degree) customer view. Customer feedback must be shared internally in order to (continue to) serve customers as well as possible, tailored to their wishes, needs and their own feedback. Customers will greatly appreciate this and you will immediately see that reflected in your new measurements of customer satisfaction and customer loyalty.