“Our company,” the CEO’s voiced boomed cheerfully at the company's annual leadership conference, “is an industry leader in customer experience. I’m immensely proud of your efforts in establishing our global reputation for innovation and customer-centricity.” As the applause of the 300 or so company managers began to die down, I glanced at the executive vp sitting next to me. She appeared to be choking on some arugula.
“Yikes,” she muttered under under her breath.
I understood where she was coming from. The problem was it was highly unlikely that most of our company’s customers would have agreed with our CEO's assessment.
In fairness to him, his comments weren’t entirely unfounded; the company’s monthly metrics on customer experience did tell an exciting story. And, as for the marketing department collecting the data, its staff had used common and well-established methodologies.
But what our leader didn’t realize, was how much of the overall story was data-driven fiction. Specifically, the company's net promotor score -- a single-question metric that predicts customers' loyalty by assessing their likelihood to recommend a company or brand -- was being manipulated by the front-line employees and managers.
Read the full article here.
https://www.entrepreneur.com/article/329401/
As shown in a research carried out by Capital One, only 9 percent of travelers will book a trip based on brand loyalty. Tough crowd, right? Absolutely, and the truth is, we’re all susceptible to it. In this industry, people are more inclined to just go with the cheapest option. This is why travel organisations have to be more tactical in attracting and engendering loyalty from their customers.
More forward-thinking travel organisations are taking it one step further and setting themselves apart from the myriad of competitors out there and they’re doing this by way of personalised customer experiences – better known to travel marketers as ‘personalisation’.
Here’s a closer look at personalisation in the travel industry and the power of intertwining this customer data with user feedback.
https://mopinion.com/combining-customer-profiles-with-user-feedback/
One of the best things you can do to advance your career is elicit real-time feedback at work.
You will gain a clearer understanding of what you’re doing well—and what you can change—in the moment. That is more powerful than hearing feedback after the fact.
https://www.businessmanagementdaily.com/51486/need-real-time-feedback/
A recent survey by Stanford Social Innovation Review confirmed a surprising fact: in an era where customer feedback is ubiquitous in the for-profit world, both doers and donors in the social innovation sphere struggle to systematically understand the preferences and experiences of the people they are seeking to help: the nonprofit customer.
To be sure, social innovators want to understand their client’s needs. The survey found that 88% of 1,986 respondents reported that “gathering feedback” was one of their priorities in measuring impact. But only 13% were using it as a top source of insight for improving services; and two-thirds said that lack of staff capacity and resources were the major barrier to implementing feedback systems.
https://hbr.org/2019/02/why-customer-feedback-tools-are-vital-for-nonprofits/
Digital transformation is one of those terms that has been taking the corporate world by storm for the past years. Like it or hate it, it’s here to stay. There are some great examples of digital transformation already happening in industries that aren’t typically digital-first. In this article, we’ll look at some of these examples.
http://customerthink.com/why-customer-feedback-is-critical-for-digital-transformation-in-2020/
A customer-centric approach has always been a fundamental strategy for business. However, lately it seems to have become more of an idyllic vision than a reality.
Technology allows us to reach customers across the globe. But, it has simultaneously driven us further apart. Whereas businesses used to be in tune with their customers' every need, many corporations today have gained a reputation for being both out of touch with their customers, and slow to innovate.
https://www.entrepreneur.com/article/308367/
When I think of user onboarding, I am always reminded of the famous ‘IKEA effect’. Those of you have endured the emotional rollercoaster that comes with assembling an IKEA wardrobe or nightstand, you might already have an idea of where I’m going with this. The IKEA effect is defined as the effect ‘where you assign more value to products that you’ve had a hand in creating’. In other words, for many of us the result is far more satisfying when we’ve successfully completed a task on our own. Those who have studied this effect even go as far as to say that ‘people become more attached simply because of their own efforts’. This is a good analogy when it comes to understanding the value of a good (better yet, successful) user onboarding process.
https://mopinion.com/user-feedback-the-secret-to-successful-user-onboarding/
“Last year was pretty hard, I’m not gonna lie,” says Peter Deng, Uber’s head of rider experience. But as part of new CEO Dara Khosrowshahi’s push to rebrand Uber around safety, Deng says, “we’ve seen the company shift to more listening.”
That focus on hearing users’ concerns prompted today’s change. Have a bad Uber ride when you’re busy and you might neglect to rate the driver or accidentally rush through giving them 5 stars. Forcing users to wait until a ride ends to provide feedback deprives them of a sense of control, while decreasing the number of accurate data points Uber has to optimize its service.
https://techcrunch.com/2018/05/14/uber-mid-ride-rating/
Online Surveys provide marketers with a simple and easy way to get in contact with a targeted audience and collect feedback. Not to mention, they are great for tracing product feedback, conducting market research, obtaining feedback on customer service and measuring customer AND employee satisfaction. Picking a suitable online survey software for your business can however be quite tricky – especially considering many of these tools seem to provide many of the same features. One particular tool which has become quite popular in recent years is Qualaroo.
https://mopinion.com/top-10-qualaroo-alternatives-and-competitors/
The greatest invention since the wheel has got to be the internet. With the internet, we are given unprecedented access to so much information. Not only that, but we are also able to share information with people who we would never even personally meet.
https://www.influencive.com/the-psychology-behind-customer-feedback-and-how-it-can-help-build-your-online-business/
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