Annual customer surveys provide a lot of beneficial insight for the long term, however, if you are looking to respond directly to the need of customers, asking for continuous feedback is of great importance. This blog is dedicated to the differences between customer research and feedback and what influence they have on improving the customer experience.

Turn a complaint into an opportunity

When you periodically or annually ask questions to your customers through an extensive customer survey, they often no longer remember the exact details of the interaction with your organization or delivery of a product or service. When you ask for feedback immediately after the purchase or during the customer journey, both the customer and the employee have a good memory of the customer contact. This allows you to respond directly to any complaints. In the case of periodic surveys, the complaint is often given too late, if at all, and more often than not, the customer already left and will never come back. When it comes to continuous surveys, it is possible to arrange that the customer will be contacted within 24 hours upon receiving a complaint. You will be able to provide an immediate solution to the problem, and in some cases, you may even turn an unhappy customer into a satisfied customer, or even an ambassador. In this way, you turn a complaint into an opportunity!

Insight into the effect of measures taken

Another benefit of collecting continuous customer feedback is that you will have immediate insight into the effect of changes or measures taken. When an organization makes use of annual customer surveys, improvements are often implemented, but the effects thereof in terms of customer satisfaction are not measured. Hereby, the danger lies in the fact that change is mostly evaluated from an internal perspective, rather than from the viewpoint of the customer. In the case of periodic surveys, you will only gain insight into improvements on a strategic level, while with continuous customer surveys, you will also gain insights that allow you to implement changes on an operational or tactical level, since you will know very concretely what it is about in that very moment.

Valuable information

Customer surveys often consist of long lists of questions, because everything has to be addressed at once. Usually these types of questionnaires are drawn up in a fairly general manner, which means that some questions are not relevant to some customers. This causes a lot of annoyance. If you ask customers directly and structurally for feedback, you only have to ask a few questions. Especially when you link your questions to the customer data that you already have, and to specific moments within the customer journey. Address them with their name and surname, know what they purchased or plan to purchase and relate the questions to this information. In this way, it becomes easier for your customers to manage and give a response. Another great advantage of direct feedback in comparison to annual customer surveys is that the information that you will receive from your customers is much more relevant. It provides you with clear guidance in order to implement changes on an operational level.

Be sure to get a grip on your employees and organization

Every organization strives for a long term relationship and enthusiastic customers and employees. Do not forget that surveys about the enthusiasm of your employees and the status of the quality are certainly relevant here. Happy employees equal happy customers; this can only be achieved when the quality of your business conduct is flawless. All of these aspects have a great joint impact on the customer experience.

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