The Feedback Loop - Simone Douglas

Simone Douglas - "#Seriously Social"

Introduction

Knowing and understanding your customer usage is critical to the growth of your business. Your goal is to make the experience user friendly and give them the expected results you promised - or was perceived as a promise - by your customers

Understanding your customers requires you to put yourself in their shoes. You need to take a hard look at the points at which your customers have contact with your business. These include meetings and visits, phone calls, correspondence and deliveries. Do your premises look second rate , tired or run down, are your frontline staff members unfriendly or do your phones ring and ring without being answered? All of these things can make a customer feel disappointed.

The most common customer complaint is being kept waiting. If you're slow to return calls or fulfil orders, then you're in danger of losing customers. Above all, customers want you to deliver what you have promised and surpass their expectations.

If you remember a customer's name and recall your last conversation with them, you will have brightened up their day. They will also tell their friends what a great service you provide.
Today we are going through how to analyze customer satisfaction survey results. The process for Identifying rates and reasons for customer churn and ways to ask customers for product or feature requests. 
Then we will take a good look at how and why you analyze customer support ticket trends.

It is easy to get distracted by all the noise in the business world at large but jump day is your chance to settle in and work on your business in ways that allow you to make the most of your opportunities today, tomorrow and forever. Today’s show is taking a look at how intimate you are with your customers and how your product and services are exactly used?

IBGR is a global community of commerce committed to your success and our programming is designed to give you the tools and resources as well as the one percenters you might be missing. So settle in because all the best stories are told with the audiences full attention and today is no exception. If you put the learnings into place you will have started your preparation to belt 2021 out of the stratosphere. After all We didn’t wake up this morning and decide to own an averagely successful business now did we?

Listen>Apply>Engage

​Show Objectives - The Why
Customer Success is when your customers achieve their Desired Outcome through their interactions with your business or organisation.

And the process used to proactively ensure that Desired Outcome is achieved by your customers is what we call Customer Success Management. We need to be aware that the desired outcome has two parts. Required Outcome and Appropriate Experience.

The Required Outcome is, what’s required; but how you get to that Required Outcome becomes the key differentiator for you.

How you “weight” the Appropriate Experience side of “Desired Outcome” depends on the customer you’re selling to and their expectations. Both expectations need to be met for a positive customer experience.

When your customers use your products or services, what is the desired outcome? This is all about understanding why your customers buy from you and we will be looking at it through their actual experiences not your perceived ones..

This is why you, as the business owner, need to focus on understanding customer usage: According to research cited by McKinsey, organizations that leverage customer behavior data to generate behavioral insights outperform peers by 85 percent in sales growth and more than 25 percent in gross margin.


Key Issues - Owner Perspective:

1. What result do our customers expect our product, service or offering will provide?
2. How do our customers actually use our product or service?
3. How user friendly is our product or service and the processes we put our customers through?
4. Where are we at risk of churn?

What You Need to Know - What we will be covering

A remarkable customer experience is critical to the sustained growth of any business. A positive customer experience promotes loyalty, helps you retain customers, and encourages brand advocacy. Not receiving enough value from a product or service can be a leading cause of churn. 

Knowing and understanding your customer usage is critical to the growth of your company. Your goal is to make the experience user friendly and give them the desired outcome they were looking for and that you promised.

Customer experience is the internal and subjective response customers have to any direct or indirect contact with a company.

1. What Customer Experience Survey methodologies are available and which one should I use

NPS - Net Promoter Score
Customer Effort Score
Customer Satisfaction

1. Do’s and don'ts for survey design - Depending on what customer metrics you intend to use, it will determine what type of survey questions you need to ask your customers.
2. When and Where You Should Send Your Satisfaction Surveys to Your Customers - timing surveys is extremely important. The experience should be fresh in your respondent’s mind so you get the most honest answers.
3. How to Turn Customer Satisfaction Survey Results Into Action - Measuring customer satisfaction is important but what you do with the data is essential. If your customers take the time to fill out a survey, it’s important they know you’re serious about making their experience better.

What you need to do​ today
 

1. Analyze customer satisfaction survey results.
2. Identify rate and reasons for customer churn.
3. Ask customers for product or feature requests.
4. Analyze customer support ticket trends.
5. Plan to spend time putting lessons learnt and aha moments into practice.  Let me know how it goes.
6. ACT! Nothing changes if you don’t set aside time to make it happen so once you have worked out what you need to do start putting timelines and deliverables on your action plan. Get clear on what you want your customers to feel, what actions you want them to take and what pain points you are here to solve for them.

 
Shows
Previous: Episode C3.03.3 Does your 6 word story measure up or are you faking it until you break it - looking at it through a marketing, sales and service experience perspective are we delivering on the expectations we are creating. Do we live our values every step of the way or are they just a poster on the wall?
Next: Episode Season 3 Episode C3.05.3 

The bread & butter, cream and dream customers; how to recognise them and what they mean to your business - understanding how the customers are buying and their paths of travel to your door, who are my best accounts or business family members and why cost of acquisition in comparison to top line sales is a critical factor.


Written by Simone Douglas 
The Publican & Licensee of the Duke of Brunswick Hotel, Executive Director for BNI Adelaide North one of the biggest networking organisations in the world, the driving force behind South Australia’s leading social media agency, Social Media AOK and best-selling author with her first book “Seriously Social – turning your online game into real-world gain”. Her next book “The Confident Networker” is set for release on November 6th.

Simone also serves as Deputy President of the State Chapter Committee South Australia for the Franchise Council of Australia and sits on the Franchise Advisory Council for BNI Australia

You can connect with Simone on any of her seriously social platforms
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