Esteban Kolsky is a customer strategist, researcher, keynote speaker, and a consultant (analyst for 15 years, 8 years with Gartner). According to Kolsky’s CEX research, only 1 out of 26 unhappy customers complain. The rest churn. A lesson here is that companies should not view the absence of feedback as a sign of satisfaction. The true enemy is indifference! Well, how could you overcome the indifference in your corporate? We have monitored over 1000 locations including stores, restaurants, and hotels to see what is the best way to help customers with indifference about bringing feedback. Here are our observations which will immediately help you to gather your real customers’ feedback.
A popular bank in Turkey decides to improve its customer experience. So, they start to use digital surveys to gather real-time feedback. As we know, digital survey gathers more feedback than a paper survey. The bank did see a slight increase in feedback, however, the increase was very slow.
It is a fact that if you want your customer’s feedback, you should ask the opinion of the customer in the right place at the right time. The right place at the right place is called a “touch point” by Hank Brigman (customer experience strategist) where an influential action can be initiated by communication, human contact or a physical or sensory interaction. Designing customer experience strategy requires customer’s insight, which relates to collecting feedback. The important thing is that corporate should get in contact with customer when customer is willing to bring feedback.
At the first time, Pisano feedback kiosk was placed nearby the queue ticket dispenser. In banks, customers mostly do not waste their time at queue ticket dispenser because everyone wants to get their turn and get in the queue. Changing the location to a different place like nearby the holding place, where customers usually waited for sometime saw a huge difference in feedback collection. This simple change made a 60% increase in collection of feedback within few days.
This made the bank and us realise how important it is to speak to the customer at the right time and the right place.
Listen to your customers at the right touch-points via easiest and smartest way. This is the key of a successful business.
Pisano is a customer experience management tool for your business. It collects and analyses real customer feedback to grow your business.