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The Zonka Feedback Blog

Feedback Management, Feedback Trends, Feedback Technology, Data & Analysis, amazing Survey Tips & New Features at Zonka

Challenges in Delivering a Great Customer Experience

How much do you know about your customers? Knowing personal tastes, preferences, income bracket and birthdays of your customers forms just the beginning of understanding customer needs. Often, the challenge is to study the data properly to understand what is effective and what does not make any sense. While the right data helps, it also boils down to how you collect the data. Formulating an effective customer feedback management system isn't an easy job. It requires in-depth understanding of what your customers are looking for and what you can do to meet their expectations. With increasing competition across all the major domains, it is essential that you deliver a great customer experience to have a profitable run on the market. Despite having everything right, you might be experiencing difficulty in meeting the expectations of your customers. By finding out the issues and then resolving them, you'd not only win over the confidence of your existing customers but also get new ones, thanks to word of mouth. Here is a list of some of the major challenges businesses face that hinders customer experience. Delivering consistent customer experience across multiple channels: Customers no longer evaluate your services based on individual touch-points. Instead, they look at the service, on the whole, as a single entity. Regardless of whether you're interacting with the customer in the store, via email or through a phone call, they should receive a consistently good experience. Systemizing the ‘customer feedback process’: Customer feedback is an essential component of any business that can help you…read more
The breakdown of investments in Customer Experience Management

The breakdown of investments in Customer Experience Management

More and more companies are waking up to the fact that customer experience is an area demanding substantial investment of time, money and effort in their business. And for good reasons, as these figures reported in leading studies indicate: 82% of people stopped doing business with a company after a bad experience Over 79% of people told others about their bad experience, 55% went online to vent their anger, and 66% wanted to discourage others from buying from the company 85% of people agreed to paying more for a better customer service experience 55% are willing to recommend a company for their good experience, above product or price The report went on to mention that a negative experience in receiving the service was a bigger cause of switching brands than poor quality of the service itself Clearly, a superior experience means a higher NPS ©, more customer loyalty and an increase in average customer spending – translating to more revenue per customer. In the long run, a superior customer experience would go on to differentiate your brand’s offerings from those of your competitors, affording a significant competitive advantage. The other part of the question is where the investments need to be made. Successful businesses have since long made investments to improve customer experience in the following ways: Better hiring We discussed how a customer-centric company makes effort to hire customer-centric people as staff. This has the twin benefits of a better service experience for the customers and higher employee job satisfaction, leading to lower employee…read more
Making your business Customer-Centric

Making your business Customer-Centric

Successfully running your business in a competitive industry is no easy task. Particularly in the service sector, where customer is king, and more so in the modern age, where information spreads like wildfire and any inconsistencies in service trend on the Internet at the speed of light. Given that, it appears that customer-centricity of businesses in the service sector is no longer an ambition – it is a need. It is not something that great companies can thrive on – it is something that all companies will need to practice to survive in the game. We already discussed how customer experience may well be the cornerstone of the Blue-Ocean strategy in the customer-service industry. What remains to be discussed, however, is how your business can go on to become customer-centric. Here are six things you need to watch out for once you decide to adopt a customer centric approach for your business, if not already done so: Clearly establish and commit to your brand value The very first thing you need to focus on is the promise that your brand makes, and set up procedures to consistently deliver it. This is crucial, because brands are essentially promises. And a company that consistently delivers on this promise will by default, gain strong brand recall among its customers. For example, a budget restaurant associates its brand with economic pricing, attracting customers by the promise of “low prices”. Over time, sensing shifts in the industry, it may desire to improve its service offering, but if it dilutes its original…read more
Effective Listening to Voice of Customer (VoC)

Effective Listening to Voice of Customer (VoC)

Once you have established that customer service is paramount to successfully running your service business, the obvious next step is to devise systems and procedures that can help you effectively learn, combat and manage customer grievances and any shortfalls in service levels from customer expectations. This is a complex process, though not overly so, and can be succinctly summarised in the following points: Being concerned The very first step is to view each customer as a potential detractor, and thus being concerned about any untoward reviews from them. Studies have shown that a single negative review can offset 12 positive reviews. This puts an ever greater pressure on management and support staff to be actively involved with each and every customer, so that no customer leaves disgruntled. The caveat here is that being concerned alone won’t solve the problem, unless supplemented with the following actions. Installing effective feedback tools An effective listening to voice of customers would work only when effective tools to collect feedback are in place. While the definition of ‘efficiency’ in the context of feedback collection tools may be subjective, there are three things that any feedback collection mechanism must provide for it to be deemed worthy of consideration: Ability to capture vast amount of data - Only an innovative and unconventional feedback collection method will excite customers to leave their feedback. Ability to manage all collected data - A massive amount of data is meaningless if not stored in a format conducive to drawing business insights and trends of customer behaviour.…read more
Why you should consider switching to an On-Premises Feedback System

Why you should consider switching to an On-Premises Feedback System

Getting to know what your customers think about you is an essential for the long term growth and strategy of your business. Only when you know yours customer’s opinions, their likes and dislikes, can you tailor your offerings to give them the perfect experience and make them wanting to come back again and again. The matter assumes even more importance in service related businesses, for instance in restaurants or hotels, since they do not have any must-have product to fall back on, and are instead dependent entirely on their customer’s reviews and ratings. It is no surprise then, that most of the restaurants ask their customers to fill in a feedback form after they have completed their meals. The restaurant managers consider this a part of their daily routine, and more often than not, these collected feedback forms get filed up in thick volumes, never to be seen again. Hardly any analysis is done with feedback forms submitted over paper, in most restaurants. Customer feedback in restaurants and other businesses assumes a lot of more importance if you consider this. The second and much more worrying issue with these paper based feedback forms is a delay in addressing the guest’s complaints. An angry guest walking out of the restaurant can do more damage than you may think. The rapidly expanding social media is becoming a serious threat to restaurant owners by providing a platform to disgruntled customers to vent out their anger in public domain. And the spiraling effect of social media networks, wherein a…read more
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