07 Dec How customer feedbacks make the omnichannel more real?
In the digital era, customer feedback is collected using a large range of methods from website surveys to texts, across desktop to mobile apps or stores. Today, as brands adopt a customer-centric approach, this first party data is crucial to better understand customer intent, needs and journeys… and, ultimately, improve the customer experience.
Omnichannel is real when you truly understand customers
The digital and in-store experiences are more and more tied, and one can even often complement the other. Large retailers are beginning to take the omnichannel customer journey beyond the simple idea of ‘Click-&-Collect’, opting instead for a smarter and more seamless physical and digital experience. For example, Oasis is melting its Ecommerce site, mobile app, and brick-and-mortar stores into a simple shopping experience (sales associates armed with iPads that are available to give you on-the-spot, accurate, and up-to-date product information). But what’s next?
What makes omnichannel real and meaningful is a true examination of the customer journey. Any retailer must truly understand and measure exactly how engaged and satisfied customers are with products or services. Net Promoter score (NPS) or Customer Satisfaction score (CSat) (or alternative CX metric) only tells a small part of a wider story of customer’s’ relationship with a brand. Yet, focusing solely on these numeric metrics, means retailers are missing out on the primary loyalty driver that exists in your customer base: emotion.
RIP to long and impersonal surveys
The emotion is where your customer is at a specific time. Long and impersonal surveys are then dead and customer feedback must be short and instantaneous. For example, if a customer completes a purchase on your website, companies are moving away from sending long surveys about every thought he ever had about their brand, and are instead asking exclusively about the purchasing process.
This approach provides more flexibility to learn about the customer experience from different angles, while not requiring as much of a time investment from customers. After all, when a company thinks about customer feedback, they must see it as any other part of the customer experience.
New customer feedback platforms
The Voice of the Customer (VoC) data provides a direct line for users to share how their interactions with the organisation, whether online or offline, impacted their experience. With the Customer Experience being an organization-wide initiative, companies are moving towards democratizing their VoC data to ensure it’s always in the hands of the key decision makers.
Today, several customer feedback platforms have emerged and one in particular has caught our attention: Critizr. Its solution enables retailers to engage each customer at the right time, through the right channel. They can collect feedback across the customer journey via in-app surveys, emails, websites, text messages, in-store and many more channels.
Through the platform, retailers are able to measure valuable KPIs (such as NPS or average response time) but more importantly showcase customers satisfaction to drive additional revenue and store traffic. The power of the solution is also to give live access to reviews so stores managers can instantaneously interact with customers and solve issues on the spot. This instant response to real-time customer feedback is the missing brick of today’s customer journey.
Subscribe to our newsletter to get the last insights on connected retail !