When we talk about customer satisfaction strategy, we think of many things. And it goes in all directions. We’ll help you out. There is one customer satisfaction strategy that must come before all others: think omnichannel. Is it a strategy? Why have a customer satisfaction strategy? And why choose omnichannel for your surveys? We explain it all in this article.
Whatever your objective, there are many ways to communicate with customers. And the same is true when it comes to customer satisfaction surveys. In our blog post “Customer Survey: Which Alternative Is Best for You”, we take a look at the various possible channels for your communications. And you know what? This multitude of possibilities is, in itself, a good strategy. But let’s start with the beginning.
Why Look After a Customer Satisfaction Strategy?
About Customer Satisfaction and Strategy
Customer satisfaction is a key element of a successful business. This will determine if your customers remain your customers or if they leave. It is therefore essential to ensure that customer satisfaction is high so that your customers remain your customers. And this is intimately linked to the customer experience (CX) that customers have with your company, your products, and your services. Because the customer experience will determine whether the customer feels good enough to continue using your business. Or, as Paul Greenberg says so well, “If a customer likes you and continues to like you, they will do business with you. If they don’t, they won’t.”
We can therefore conclude, like Forbes, that the level of customer experience must be a priority for any business. That’s where you should focus on. Now, how do you put it to work in your company? This is where the customer satisfaction strategy comes in. Your strategy is based on your willingness to improve the experience of your customers to increase your customer satisfaction.
You will then put in place key steps and elements that will enable you to achieve your objectives. In this case, getting customer satisfaction so that you can enhance it and improve your customers’ experience. The loop is closed.
How Can You Get Your Customer Satisfaction?
But how do you get customer satisfaction? To cut a long story short, this customer satisfaction is obtained mainly through surveys. Ask your customers what they think of you to know. This is easy and important. Especially when we know that, according to research by Kolsky, only 1 out of 26 unhappy customers complain. And that 91% of unhappy customers who are non-complainers simply leave. So, question your customers. You will have an extra chance to keep them. And that’s no small thing. Simply powerful.
Customer Satisfaction Strategy and Omnichannel Survey
Multichannel communication has been around for a long time. But today, customers want more. More flexibility, more interaction, and more adaptability from companies. Where omnichannel really adds value, it is in the customer experience. Indeed, all channels are then interconnected to offer a fluid and connected customer journey. And so, as mentioned above, this, of course, influences customer satisfaction. The proof is in the statistics, according to a study by the Aberdeen Group: companies with high customer omnichannel engagement keep on average 89% of their customers. Companies with low omnichannel customer engagement only keep 33% of their customers.
In fact, in multichannel communication, the different channels you use to interact with your customers are managed separately, with different strategies. In contrast, omnichannel communication focuses on the customer to ensure a smooth and simple experience. All with one goal in mind.
Why Choose Omnichannel Survey
Omnichannel surveys are therefore a good solution, because your customer is at the centre of your (customer satisfaction) strategy. This allows you to position yourself in the customer centric trend, which is clearly an effective idea for customer retention.
Let’s take a look at why using multiple channels for your surveys is a smart choice.
1. You want to target different stakeholder groups with different channels
If your brand uses different touchpoints for different customers, it’s not smart to use only one channel to ask for feedback. Let’s say you are a non-profit organisation. Your customer satisfaction strategy is to engage people through SMS and IVR, but you also target companies via email. Then, it’s best to implement an omnichannel customer survey using SMS and IVR to get feedback from your donators. And you can target companies with email to gather feedback.
2. You want to reach customers throughout their customer journey
No matter what business you’re in, your customer has different touchpoints with your brand, both online and offline. Suppose you’re an e-commerce company. Your customer places his order through your native app. At that point of time, it makes sense to ask your customer about his experience in the app itself. And once the product is delivered, your customer might feel delighted or dissatisfied. It’s useful to capture that sentiment via SMS or email. The power of the combination provides you with an insightful story of the customer journey. And that’s only possible when using an omnichannel customer satisfaction strategy for your surveys.
3. You want to improve response rate among low engagement customers
If you’re using just one channel for customer feedback, improving response rate will not happen by sending out more and more reminders. That would just annoy your customers. It’s useful to supplement your channel with another one (or more), based on the preferences of your customers. Suppose you have a feedback program via email. Then it might be interesting to try to gather feedback through IVR or SMS. You can use the trial-and-error method, to see what combination of channels works best for your situation.
4. You want to reach your customers where they are
What is the one thing you never forget when you leave for work, when you go on vacation or when you go to the supermarket? That’s right: your mobile phone. And you’re not the only one. According to a Harvard study, 73% of us have experienced anxiety over losing our phones. Moreover, research shows that people check their phones up to 150 times a day, and 98% of all text messages are opened. That’s why a omnichannel customer survey through SMS or IVR is a great customer satisfaction strategy of expanding your reach, in addition to other channels.
No matter what you do, follow the behaviours and preferences of your customers. Your customer satisfaction strategy should be based on this. For example, if your app is far from popular, surveying your customers through the app might not be appreciated. However, if you choose the right channels, you reach your customers in different ways, allowing you to get higher response rates, higher quality feedback, and more opportunities to grow your business.
Do you want to launch your first omnichannel survey? Try Naxai, the omnichannel survey platform for business! Do you prefer to know more about surveys? Contact our expert.