Over time, as you gather more and more customer feedback, you’ll be able to piece together trends and common themes.
This information can help you to take a broader view of what your customers are thinking and feeling. It also means you can start to look for predictions of future customer behaviour.
This type of analysis means that you’ll be able to identify both the warning signs of coming problems and also opportunities that you can capitalise on.
Identifying warning signs from your customer feedback
The warning signs (which we call ‘icebergs’) are indications of something going wrong. They’re particularly important because these problems, typically, will affect more of your customer base than just the people leaving feedback. Identifying these situations and responding to them quickly, before they can escalate into wider problems, and affect more customers, means you can limit customer dissatisfaction and also reduce churn. For example, if you uncover through customer feedback that you have an issue with a payment link that’s in an email, then you can investigate what’s going on before more customers face the same situation (and potentially take their custom elsewhere).
Identifying opportunities from your customer feedback
The opportunities (which we call ‘diamonds’) are those moments where you uncover things you can change for the better. They can be big or small, but, regardless of size, they’ll help you to improve the overall experience for your customers. For example, you might find from your feedback that your customers would like more frequent updates on how their order is progressing. So, in this instance, by increasing the number of updates you send, it can improve how your customers perceive their experience.
What does this look like in practice?
In response to Ofwat's introduction of the Service Incentive Mechanism, Affinity Water wanted to be able to demonstrate that they were actively listening and responding to their customers' feedback. Using Rant & Rave’s Fast Feedback solution, Affinity Water now text their customers after a Contact Centre interaction or visit from a community based technician, asking them how likely they are to recommend the water provider to their friends or colleagues and why. Rant & Rave then analyses the feedback in real-time, providing Affinity Water with the ability to flag issues and rectify them immediately and predict their performance (including where they may come in the SIM survey run by OFWAT) to within a 0.5% accuracy.
If you're interested in finding out other ways you can improve your customer experience, sign up for our CX Day event which we're hosting at LEGOLAND® Windsor, which will deliver just that. Be quick though, spaces are filling up fast!
