Whether you are a B2B or B2B2C company, the end-customer experience is an important stake in the growth of your business. If these customers interact with your brand through a website or a SaaS solution for example, then your digital customer experience becomes one of your biggest concerns.
If you are reading this post, you are probably wondering how to enhance every interaction between your users and your company. In this article, we will see how to better understand and listen to your customers in order to improve their digital experience. Let’s first quickly recall what customer experience is.
Definition of customer experience
As said before, customer experience covers all of the interactions between a final customer (user, customer’s customer, partner, supplier, etc.) and a company. It is all about how the customer will feel about the brand; their emotions, their perception, their affection, etc.
The CX (Customer Experience) is very broad and takes place in most of the teams of a company. Each member of the Management Team must be responsible for the actions that will be implemented to improve the customer experience at their own level.
Whether it is the marketing, communication, sales, product or customer service team, they all have an important role to play in optimizing the CX. Although the Customer Experience is something untangible and unmanageable, it can nevertheless be influenced and improved through different levers.
Customer experience in a digital world
To get in touch with companies, customers are using more and more digital means. These brands have had a tendency in the last few years to multiply their touch points in order to better and more quickly meet the demands of their consumers. We can talk about an omnichannel strategy that spreads over different types of media.
What is digital experience management?
Since customers are everywhere online, it is important to know how they interact with the brand. What are their key touch points, how did they get to the buying point, what was their motivation for visiting the website, and so on. This list is by no means exhaustive, as there are thousands of different reasons why a customer would visit a company’s website.
For companies, this translates into a need to facilitate the interaction with their customers, whether on computer, mobile or tablet.
One out of two users relies on their smartphone to make an online transaction.
Understand the customer journey to better optimize it
It is essential to understand the digital journey of your users to find out what can be improved. Each customer will have a more or less different behavior according to his expectations, his desires, his motivations and even other factors that are specific to him. Before any analysis, it is essential to map this customer journey in order to visualize the main digital touch points.
Listening to the Voice of the Customer is the best way to understand the customer journey
Who could be better than the customer to share their experience?
The key is to know and understand what users think about their online experience on your website. For this you must define at least the number of interactions, the impact they have on their experience, when they appear and in what they involve. This is a process that can’t be built once, but can be optimized over time.
Therefore, while the customer is on your website and interacts with it, you can ask for feedback at specific moments. For instance, if you notice that at the time of checking out, signing up or subscribing the customer intends to exit your website then you can pop up a feedback widget.
Asking for feedback at the right time using the Widget
Feedier provides a web widget that integrates seamlessly with any page and triggers at the most appropriate time. It allows you to ask for customer feedback through a satisfaction micro-survey embedded in the widget.
In order not to make this feedback request process overly intrusive, it is important to control its triggering. This is something that is possible through Google Tag Manager or with the support of your developers if the widget is embedded in the root of the website directly.
Remember, the customer knows better than you what is and isn’t right for them. Listening to the Voice of the Customer is a continuous process that should not be overlooked.
By requesting the customer’s feedback through the widget, you will get an on-the-spot feedback about the digital experience of the end customer.
The different types of questions to ask the client
There are many different ways to ask for feedback. And there are many different types of questions to get the most accurate answer to your question.
One question you may have already answered via a company survey. It is the NPS question.
The NPS (Net Promoter Score) or eNPS (Employee Net Promoter Score) question
That question defines a probability score of recommendation. Respondents will therefore give a fairly global opinion of your brand by expressing their desire or not to recommend it.
The question is very basic: “Would you recommend {{variable}} to a friend, colleague or family member?”
On this question, the end customer will be able to give a score ranging from 0 to 10 and will therefore be classified as either: Promoter (score of 9 or 10), Passive (score of 7 or 8) or Detractor (score ranging from 0 to 6).
The overall score obtained will be a number ranging from -100 to 100 and will be calculated with the following formula: NPS = %Promoters – %Detractors.
It is therefore obvious that this is a good indicator, but that it has its limits in terms of the accuracy of knowledge about the end customer. However, to appreciate your score according to your domain of activity, I suggest you to read our article: A good NPS: What is it?
The CSAT (Customer Satisfaction) question
As the name indicates, it is a way to measure the end customer’s satisfaction on a specific or broader point about your brand, product or service.
Question is, “How satisfied are you with {{variable}}?”
The customer can give a score from 1 to 5 or from 1 to 10, which is a quick way to measure satisfaction in an accurate and efficient way.
The text question (open question)
To take it a step further, you can also ask your customers an open-ended question. This is a great way to learn a lot more about your customer experience since the respondent can be as specific as they want.
This will allow you to raise issues that you may not have thought about regarding the customer experience. This will give you some concrete areas of improvement on which you will be able to act quickly in an ideal world.
However, the goal is not to spend hours and hours analyzing your answers one by one. That’s exactly why the verbatim analysis module is perfect.
Concretely, the feature groups all the most frequently used keywords and will associate them with a satisfaction rate. It is a module that uses Machine Learning to better understand the customer’s sentiment when answering.
With Feedier, the feature is intuitive again, you can get more details by clicking on the keyword you want to see all the answers related to that word. It’s a great way to understand the customer experience at each touchpoint in their journey.
You have warm, accurate and very objective customer feedback about your company, product or service.
More than 16 different types of questions to go further
Clearly, the options don’t stop at these 3 types of questions. There are many more, since on the Feedier platform we offer you more than 16 different types of questions.
Among the different types of questions you will find: “yes/no” questions, images, satisfaction sliders, multiple choice questions, satisfaction tables, etc.
Your customers choose you for experiences
Today, with the dawn of a strong digital transformation, your customers are seeking the best experiences they can get. The price war is over and it’s all about who can offer the best experience through their service.
When making a purchase, 64% of people consider the customer experience to be more important than the price.
Gartner
That’s almost two-thirds of your company’s customers.
The relationship with the customer is important. Be available on every channel by having an omnichannel marketing strategy, with resources assigned at the right time in order to have an excellent quality of information. As well as a reactive customer service with answers to every question or a product team that updates the tool so that it responds to dissatisfactions detected beforehand.
There is a lot of room for improvement with actionable insights. For this you need an intuitive and powerful tool to integrate your teams into the process.
Feedier is the answer to your CX strategy
Our technology is mainly aimed at B2B and B2B2C companies with complex customer journeys and issues of digitalization. We offer our customers the opportunity to centralize and analyze their end-customer data in a very intuitive way.
Thus, through different analysis modules, you have a clear, precise and global vision of the customer journey with a global detection of dissatisfactions. This gives you actionable data on which the right teams can act immediately.
Finally, gathering feedback data is even more powerful when it is correlated with data from your business intelligence technologies such as your CRM (customer relationship management). The goal here is to use all the data you need to meet expectations in the best possible way.
If you would like to learn more about Feedier, you can visit our website and/or request a platform demo.
