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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 in providing a better customer experience. Voice of the customer is important in finding out issues and helping you find a solution. Experts suggest implementation of three feedback loops that can help gather opinions of customers.

Choosing the right technology: With the help of modern technology, not only can feedback be collected faster but also escalated to the concerned departments without any delay. However, if you’re looking to make the most of this technology, you’d have to decipher a new plan that makes the process of gathering feedback and then processing it a lot easier.

 

How can Zonka Feedback come to your rescue?

Zonka Feedback is a tablet – based feedback that is capable of performing in-depth analysis of feedbacks that have been given by customers. From customer satisfaction measurement to customer satisfaction analytics, this single app is competent to handle everything by itself. Once you’ve registered your business with this app, all you need to do is login to your account and hand over the tablet to a customer.

 

Features offered by Zonka that can boost your customer experience

  • Capture on-premise feedback: By placing touchscreen tablets with Zonka Feedback capture app at all major checkpoints, you’d be able to collect customer feedback in real time.
  • Maintain detailed records: Zonka Feedback would also allow you to maintain a detailed record comprising of your customer information and their preferences.
  • Issue escalation: The Zonka feedback management app allows business owners to filter feedback on the basis of complaints. You can also assign tasks depending on this feedback.
  • Manage your teams efficiently: This app can help all your teams collaborate and collaborate better from multiple locations.
  • Accountability: Your staff members would no longer be able to hide their incapability or no good effort will go unseen if feedback is captured using a tablet device.

 

Challenges in collecting genuine feedback

Customer experience cannot be improved if there is no way by which you’re collecting feedback. Here are some of the problems that companies face, which prove to be a hindrance in offering great customer experience.

  • Lack of tools: When there is no system in place that is capable of gathering authentic customer feedback.
  • Lack of a unified way of maintaining customer data: You wouldn’t be able to maintain customer information and sales trends, owing to lack of a management system.
  • Difficulties in an escalation of issues: When you wouldn’t get to know about critical issues, how would you raise a ticket and find a solution to it?
  • Issues being hidden by staff: Your employees might hide complaints that highlight their incompetence.
  • No customer satisfaction analytics: How would you assess customer satisfaction analytics when there is no data to begin with, in the first place?

 

An ineffective feedback management system is as good as not having one at all. Zonka Feedback is a one-stop solution to all your needs about customer feedbacks and analytics. With information obtained from this, you’d certainly be able to address all the critical issues and provide timely solutions.

 

To know, reach out to us at hello@zonkafeedback.com. Time to change the way you take feedback.

 

Customer Service – The New Differentiator

Customer Service – The New Differentiator

customer service-zonkafeedback

The creation of a new business in any industry is followed by closely analyzing what the competitors are doing and then doing it better – typically by cost-cutting, or building superior products. This is what has now come to be known as the “Red Ocean Strategy”. Market share can be captured only at the expense of another business, as the size of the industry is limited and known.

As the industry matures however, businesses need to move beyond traditional competition strategies, because the industry becomes far too crowded to sustain existing competition. Once existing growth opportunities have been exhausted, new ones must be created by exploring “blue oceans”, or hitherto unknown market spaces. A “Blue Ocean Strategy” involves shifting the focus from competitors to customers. It entails unlocking value by expanding the current boundaries of the industry, achieved through innovation of product (or service) offerings. The strategy inherently assumes that industry size and scope is not known and value can actually be created, rather than simply be distributed as in a “Red Ocean”. This essentially renders the competition irrelevant with respect to capturing the market.

A classic example from the restaurant industry would be that of Starbucks. For too long successful restaurants were synonymous with low prices and a wide variety of menu items. But this particular company started on the idea of providing the best possible experience to customers, even if this meant charging a premium above the market prices. The brand Starbucks is a promise of exceptional service and experience to the customers. No wonder, customers are willing to await their turn in a long queue and pay double the price at the Starbucks outlet rather than just grabbing a cup of coffee from the café across the street. Over the years the rapid success and growth of Starbucks bears testimony to the successful execution of the “Blue Ocean Strategy”. By entering into the arena of “customer service management”, Starbucks shifted the focus from traditional competitive areas (low prices and broader menu offerings) to the customer, and in the process expanded the restaurant industry to include customers who come to restaurants for enjoyment of the overall experience, rather than simply quenching their thirst.

With the dissemination of free knowledge over the Internet, restaurants can no longer claim the title of market leader by simply cutting down their prices or expanding their menu options, as everyone in the industry would already be doing that. The focus will now to shift on the customers, with customer experience management becoming more prominent in the service and hospitality industry, now more than ever, as customer expectations of what constitutes good service are increasing by the day, thanks to the rapid advent of social media. The rise in loyalty programs over the past few years just goes to show that customers are increasingly expecting their vendors to capture all relevant information about them and offer them personalized service whenever they visit their premises. This trend is only projected to grow over time as customers are becoming more aware than ever of their service experience. Immediate addressal of customer complaints will no longer be sufficient as customers expect a more proactive approach by the businesses, thus rendering the traditional restaurant feedback system meaningless. The mantra for success in the harsh new F&B world will be stronger and more versatile guest feedback management that can resolve customer’s complaints even before they arise!

The following facts indicate these changing trends:

  • In 2013, 62% of consumers around the globe switched brands due to poor customer service experiences.

  • Coming to hard numbers, positive customer experiences can also impact business revenue directly – a study by Forrester Research shows that an improvement of 10 percentage points on a customer’s experience score can translate into an increase of over $1 billion in revenues, which is probably why an estimated 84% of companies expect to increase their focus on customer experience measurements and metrics.

  • Business intelligence firm Walker Info has even suggested that by 2020, customer experience may well overtake price and product to become the key brand differentiator.

Going by these research reports, logic implies that the next “Blue Ocean” in service based industries (restaurant and hospitality) is going to be customer service management. It is a reasonable assumption that all value and growth possible from price cutting and huge ranging product offering has been (or will have been by 2020) captured and further value may be unlocked on the back of superior customer feedback capturing and real-time feedback management.

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