Coventry (PRWEB UK) 21 October 2013
Surveys and tick box questionnaires have long been the method of choice for capturing customer feedback, but are these methods really telling businesses everything that they need to hear?
Research revealed in Rapide's new thought leadership shows that if businesses simply give customers the opportunity to have their say and communicate their feedback straight after service delivery, through the channel that’s most convenient for them, this can dramatically improve response rates, increase customer satisfaction and boost customer engagement and loyalty.
Rapide’s first tip is centred around the idea that customer emotions don’t fit neatly on a scale of 1-5. The customers that you really want to hear from are either Ranting or Raving about your service and they don’t have the time or inclination to share their thoughts in a lengthy survey or tick box questionnaire.
Additionally, no survey can anticipate everything your customers’ think, but they still want to be heard. Research shows that customers are most likely to tell you exactly how they feel if you give them the opportunity to communicate in their own way, at the Moment of Truth®, straight after service delivery.
Further to this, the only time is real-time; customers are won and lost in real-time, when their emotions are running at their highest. Surveys conducted weeks or months after an interaction has taken place are at their best inaccurate and at their worst, futile; the moment has gone.
Alongside the idea of capturing feedback in real time is the idea that convenience is king; consumers want to interact in a way that’s convenient for them, not in the way that’s convenient for you. Which is why offering customers the chance to send feedback via mobile is so effective. Mobile phones are looked at on average 84 times a day, and a text message is typically read within 4 minutes!
Finally, customers expect you to be listening 24/7; your store may be open late, your website open all hours but that doesn't mean you're around when your customers want to say something. Customers work on their own timescales, not yours, so to really listen you need to make sure they can share their views with you at any time they want to.
To read all of Rapide's tips for capturing customer feedback, download the pdf attached!
Rapide was launched in 2000 by Nigel Shanahan and is one of the UK’s leading customer engagement specialists, providing customer engagement solutions that drive advocacy to half of the FTSE.
They produce state-of-the-art proactive communication and fast feedback technology that lets their clients increase revenue and reduce churn by listening and reacting to the voice of the customer in real-time.