Are you looking for strategies to improve your customer’s experience and increase your Net Promoter Score? One of the most effective measures to determine customer satisfaction is to encourage them to take surveys. Once the data is collected and analyzed, you will have the necessary information to create a strategy.
When your customers state they will continue to use your products and services as well as recommend them to others, it’s quite likely you are providing a positive customer experience. If it’s the reverse, or close to it, these customers are potential liabilities. How? This is because these individuals are likely to express their dissatisfaction to others.
In addition to sharing their views on products and services during face-to-face encounters, customers will also post reviews online and make comments on their favorite social media sites. A recent survey showed that 24% of adults in the United States do this on a regular basis. When considering that 74% of adults used social media as of January 2014, you can probably imagine the number of comments available to the public, private contacts, and groups.
Slightly over half, or 58%, of people in the United States claim to conduct online searches before making a purchase. During this process, they will search for product and service reviews to read. Since reviews are such a powerful medium for those requiring some decision-making guidance, positive reviews can obviously maintain and grow your business by bringing you new and repeat customers.
Since you obviously want your customer reviews to be positive, it’s time to focus on creating customer loyalty. If you weren’t aware, this can exceed the value of a single purchase by as much as 10 times.
How does customer loyalty make such a difference? Could it be because these individuals will continue to speak positively about your products and services? It’s also possible that they are inclined to provide a review after each and every transaction.
What else encourages repeat business? This will usually depend on the types of products and/or services you provide as well how often they’re needed or desired. When you provide a positive customer experience, chances are these customers will continue to return.
What constitutes a positive customer experience? While this will vary from customer-to-customer, there are some important aspects to consider. Is the first point of contact for your customers a recording with a dial-through menu? If so, were you aware that during the past year, 67% of customers reported hanging up because they weren’t able to gain access to a real person?
Part of a positive experience for many customers is being called by name. Unfortunately, the results of a recent survey show that employees only ask for this during 21% of business transactions.
And yes, given the scripted nature of many telephone calls, particularly with larger businesses and corporations, even when customers are speaking with a real employee, there is often a serious disconnect with these script-reading personnel. As a result, customers may end the call without making a purchase or signing up for a service.
When it’s clear to customers that you share their values, they will continue to maintain a relationship with your brand. A recent survey showed that this was the case for 64% of the consumers that participated. Furthermore, when it comes to how much your customers are willing to pay for a product or service, 9 out of 10 claim they are willing to pay more to ensure they have a superior customer experience.
The first time you or your employees engage a prospective customer can be a pivotal moment for creating brand and company loyalty. A recent consumer survey showed that this was cited as the most critical moment for nearly half of the participants.
If you’ve been experiencing issues with negative reviews and your customer surveys are looking bleak, there are steps that you can take to remedy this. While research shows that it takes 12 positive experiences to make up for a single unresolved negative one, you can create a strategy to provide these. While discounts, coupons, and giveaways may be welcome incentives to return to your business, one of the most important ways to gain customer loyalty is through trust.
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