CUSTOMER EXPERIENCE MANAGEMENT
Consumers can change preferences in a heartbeat and it hard to keep them satisfied not to mention loyal. Satisfying customers is the baseline, but the goal is retaining them and ensuring that they become loyal. How are you tracking your repreat customers and do you have a loyalty program? Companies need to have an experience management platform that tracks new customers, repeat customers and moves them into loyalty programs. Insightrix Communities provides software to track each stage of this customer journey.
The way your customer experiences your products and services is important. Brands need to track both during and after purchases to see where they succeeded and areas needed for improvement. This includes both through your online and in-store experience. By engaging your customers through surveys, and discussions you can understand first hand what your customers experience was and track it through data analysis tools. The goal is to keep your customers at the heart of everything you do and to hear the voice of the customer.
We believe there are five key measurements crucial to customer engagement and can predict the strength of a relationship and ongoing loyalty. First is satisfaction levels of the product and services offered. Second is the value that the customer finds in your product. Third is the responsiveness to the customer and their needs. Lastly is the trust level they feel towards your brand. It takes ongoing interactions with your customer to build in each of these areas, and increase the favour of the customer. However, a few missteps and the floor can fall out on how the customer views your brand.
Through market research online communities or insight communities we encourage brands to have their customers sign up through incentives such as sales or promotions or the offering of further discounts in the future. Then we encourage ongoing communication with the participant, usually at least every month through surveys. This can be done by creating a survey in the platform tailored to the recent purchases or trends that their data reveals is of interest to them. The customer gets an email in their inbox offering them points for their time and they click the link and fill out the survey.
The importance of engaging customers and gathering ongoing feedback is crucial to track your company's progress in the customer journey. Unless you are continually gathering this feedback you are just guessing at how good you are doing. If managers say that sales are going up, therefore an insight community is not needed, then they are losing out on greater sales. Satisfying customers is the baseline, but the goal is retaining them and ensuring that they become loyal. How are you tracking your repreat customers and do you have a loyalty program? If you would like to find out how our MROC software can be used for loyalty points and feedback then please do not hesitate to contact us.