Successful businesses regularly monitor what their customers think about them. Whether in the form of surveys, face-to-face, or both, it’s important to know where to ask for feedback and at what stage of the customer journey.
For a complete and accurate picture, collect feedback at every touch-point throughout the entire customer journey.
MAP THE CUSTOMER JOURNEY
A customer journey map details all of the ways your customer interacts with as they attempt to achieve a goal at your company. There are multiple ways your customers can come into contact with your brand, so make sure no interaction slips through the cracks. Account for all possible emotions and pain-points along the way. Learn about different customer needs.
Breaking the journey down phase by phase should help you resolve any problems and maximise customer success. Whatever industry you’re in, the map can help you:
- Better understand your customers and their emotions
- Identify gaps between various channels and departments
- Prioritise actions in your CX strategy
- Increase customer satisfaction
- Build a customer-centric culture
EVERY TOUCH-POINT IS IMPORTANT
By collecting feedback at every touch-point, you'll get a bigger sample of your customers. Touch-points will vary depending on the type of business you’re in. You can identify them all by mapping the customer journey. Here are a few examples:
PRE-VISIT
The very first interaction with your brand will most likely be online. Customers will visit your website, social profiles, or review sites to gather information about you. Ask if they found the information they were looking for, if it was easy to make purchases or bookings, and if (and where) they encountered any difficulties, so you can improve the user experience.
CUSTOMER SERVICE
Employees are the face of your business, so collect feedback to ensure they're providing first-class customer service and representing your brand well. Use insights to identify training needs and where you can learn from higher-performing teams or employees.
TOILETS
Often the first and last place visited, toilets can either make or break customers’ experience. Monitor satisfaction levels to ensure they're clean, stocked, and well-maintained. Use data to schedule cleaning rotas and increase operational efficiency.
FOOD & BEVERAGE
Get instant notifications to address customers' problems quickly. Spot trends over time to monitor staffing levels and expertise. Review comments to set expectations for your food & beverage locations and exceed them every time. Find out where you can invest or how to change the menu.
ENTRANCE & EXITS
First and last impressions are critical in setting the tone for your customers’ total experience. Find out if they received a friendly welcome, how long they had to wait to check-in, or buy their tickets. Exits are perfect for finding how your customers rate their overall experience. Collect actionable insights to improve for the future.
WAITING AREAS
High dwell areas are ideal places to ask customers to complete a survey. It gives them something to do whilst waiting in line. Use survey data to find out how you can reduce queues or set expectations to improve satisfaction.
SHOPS
Measure satisfaction at your shops to find out how you can improve stock, merchandising and services, and encourage your customers to make purchases.
THE FORGOTTEN TOUCH-POINT
The one important, and often forgotten, touch-point is when you ask your customers for feedback. The surrounding and general experience for leaving feedback can have notable impact on the overall satisfaction score. Consider how your staff asks customers for feedback and where you place your survey devices. Make sure they’re always clean and well-maintained to encourage more people to share their opinion.
If your customers are concerned about touching your feedback devices near the toilet facilities, talk to us about anti-bacterial screen protectors.
TOP TIP
TOP TIPAs well as collecting feedback at every touch-point, consider the different channels you can use to gather valuable insights. A multi-channel approach can help you reach a wider customer base at different stages of their journey. Physical survey kiosks are perfect for capturing real-time feedback, whilst online surveys can help you find out pre and post visit opinions.
By Natalia Kaczmarek
Successful businesses regularly monitor what their customers think about them. Whether in the form of surveys, face-to-face, or both, it’s important to know where to ask for feedback and at what stage of the customer journey.
For a complete and accurate picture, collect feedback at every touch-point throughout the entire customer journey.
MAP THE CUSTOMER JOURNEY
A customer journey map details all of the ways your customer interacts with as they attempt to achieve a goal at your company. There are multiple ways your customers can come into contact with your brand, so make sure no interaction slips through the cracks. Account for all possible emotions and pain-points along the way. Learn about different customer needs.
Breaking the journey down phase by phase should help you resolve any problems and maximize customer success. Whatever industry you’re in, the map can help you:
- Better understand your customers and their emotions
- Identify gaps between various channels and departments
- Prioritize actions in your CX strategy
- Increase customer satisfaction
- Build a customer-centric culture
EVERY TOUCHPOINT IS IMPORTANT
By collecting feedback at every touch-point, you'll get a bigger sample of your customers. Touchpoints will vary depending on the type of business you’re in. You can identify them all by mapping the customer journey. Here are a few examples:
PRE-VISIT
The very first interaction with your brand will most likely be online. Customers will visit your website, social profiles, or review sites to gather information about you. Ask if they found the information they were looking for, if it was easy to make purchases or bookings, and if (and where) they encountered any difficulties, so you can improve the user experience.
CUSTOMER SERVICE
Employees are the face of your business, so collect feedback to ensure they're providing first-class customer service and representing your brand well. Use insights to identify training needs and where you can learn from higher-performing teams or employees.
RESTROOMS
Often the first and last place visited, restrooms can either make or break customers’ experience. Monitor satisfaction levels to ensure they're clean, stocked, and well-maintained. Use data to schedule cleaning rotas and increase operational efficiency.
FOOD & BEVERAGE
Get instant notifications to address customers' problems quickly. Spot trends over time to monitor staffing levels and expertise. Review comments to set expectations for your food & beverage locations and exceed them every time. Find out where you can invest or how to change the menu.
ENTRANCE & EXITS
First and last impressions are critical in setting the tone for your customers’ total experience. Find out if they received a friendly welcome, how long they had to wait to check-in, or buy their tickets. Exits are perfect for finding how your customers rate their overall experience. Collect actionable insights to improve for the future.
WAITING AREAS
High dwell areas are ideal places to ask customers to complete a survey. It gives them something to do whilst waiting in line. Use survey data to find out how you can reduce queues or set expectations to improve satisfaction.
SHOPS
Measure satisfaction at your shops to find out how you can improve stock, merchandising and services, and encourage your customers to make purchases.
THE FORGOTTEN TOUCHPOINT
The one important, and often forgotten, touchpoint is when you ask your customers for feedback. The surrounding and general experience for leaving feedback can have notable impact on the overall satisfaction score. Consider how your staff asks customers for feedback and where you place your survey devices. Make sure they’re always clean and well-maintained to encourage more people to share their opinion.
If your customers are concerned about touching your feedback devices near the restrooms, talk to us about anti-bacterial screen protectors.
TOP TIP
As well as collecting feedback at every touchpoint, consider the different channels you can use to gather valuable insights. A multi-channel approach can help you reach a wider customer base at different stages of their journey. Physical survey kiosks are perfect for capturing real-time feedback, whilst online surveys can help you find out pre and post visit opinions.
By Natalia Kaczmarek
