In the world of social media, they say content is king. But if you're a business that relies on customers – whether that's eCommerce, a brick-and-mortar store, or B2B product manufacturing – customer feedback is king. Understanding the customer's journey with your business will help you modify and tailor the experience to produce better results and maintain customer engagement.
The fact is, customers have more choices than ever. 59% will walk away after several bad experiences, 17% after just one bad experience. With these numbers, the message is clear – 3 strikes, and you're out!
More startling is that customers can and will share negative experiences with their friends and family quickly. 67% of consumers would actively dissuade friends and family from buying from the company. That's excellent news for a consumer. You can easily seek out reviews on any business online and receive all the information you need to decide. As a business, this can be a challenge. Brand damage is possible with only a single negative experience.
Based on this, it's clear that regardless of industry, businesses need to understand their customers and actively seek feedback. Just-in-time feedback methods are on the rise, and they are changing the way companies gather essential data about their customers. Let's take a closer look.
Customer Feedback: Why Traditional Methods Don't Work
We know getting feedback is essential, but it's easier said than done with traditional methods. Collecting feedback is difficult these days, and with such complex customer journeys, it's becoming even more challenging.
One of the major problems businesses face with traditional methods, such as post-purchase e-mail surveys, paper surveys, etc., is that the customers are not completing them or abandoning them halfway through. If surveys are too long and time-consuming, customers will not complete them. Incomplete or limited data makes it nearly impossible to gather valuable insights.
Secondly, many surveys lack sufficient detail and context to draw any accurate conclusion. The lack of context ultimately affects the feedback review and analysis. Many businesses are designing their surveys filled with irrelevant questions, often sent way too late in the customer journey.
Lastly, collecting and analyzing the data using traditional methods is often burdensome and time-consuming. Managers can spend hours creating, sending, collecting data, and then analyzing data based on mediocre surveys.
Just-In-Time Feedback Methods Are On The Rise And Here's Why
Companies are now using powerful artificial intelligence (AI) to automate and dig deeper into customer journeys. Using AI allows businesses to detect gaps and modify accordingly. Just-in-time feedback methods deliver action-oriented insights over all customer touchpoints and, most importantly, in real-time. There are several advantages to using just-in-time feedback methods.
Response Levels Are Higher Than Traditional Methods
The accuracy of data is improved by using intelligent algorithms, and you receive much higher response rates. Higher response rates allow businesses to draw more accurate conclusions and analytics from the data received.
The process of using AI technology and just-in-time feedback methods is simplified, reducing the burden on staff and freeing up resources to take on other projects.
Comprehensive Analytics Dashboards
Some platforms, like Press'nXPress, offer a comprehensive analytics dashboard. Analytic dashboards mean you can access all customer feedback from numerous touchpoints and identify gaps in the process.
Improves Brand Loyalty
These feedback tools show that the business cares enough about their customer's opinions to do something about it. Being able to voice your feedback feels good, and customers appreciate that. It's another brand touchpoint that can improve loyalty.
Integrated into the Customer Experience
When done well, just-in-time customer feedback tools become part of the customer experience – they don't interrupt or annoy, but rather, are an enjoyable brand experience.
Socially Distanced Data Collection
By leveraging touchless terminals, app and websites integrations, feedback from phone calls and social media, all feedback can be collected in a safe, socially distanced manner that traditional paper surveys or in-person questionnaires can't offer.
Quickly Fix Issues
Specific responses can immediately result in reports and alerts that allow companies to quickly implement significant change, preventing further friction and potential brand damage.
The micro-feedback method provides more targeted feedback through just-in-time AI feedback technology, allowing companies to target specific customers at every touchpoint. Ask certain questions to people who engaged in a particular service. Reduce redundancy, irrelevant questions, and use granular data to improve specific touchpoints.
Companies need to predict and modify the customer journey to keep loyal customers and reduce friction points in a competitive landscape. Customers need to feel heard, and they want to know their feedback is valued. By incorporating intelligent systems throughout the entire journey, consumers will provide timely, accurate feedback that can be used effectively by the business. Traditional methods are time-consuming, burdensome, and they don't provide sufficient context and data to draw any accurate conclusion in today's world. By capturing customer feedback effectively, businesses can improve their services and touchpoints quickly.
Though it's an investment, just-in-time feedback systems pay off in the end. Improved service and customer engagement are crucial to growing any business. By avoiding customer complaints, negative word-of-mouth, and the potential brand damage caused by negative customer experiences, platforms like Press'nXPress are a worthwhile investment. Retention, revenue, and growth are all easily improved using just-in-time feedback tools, and businesses are taking advantage of this technology.
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