Recent consumer research from Accenture revealed that customers are increasingly frustrated by the perceived poor levels of service they receive.
In 2013, the consulting firm’s annual Global Consumer Pulse Survey revealed that 51 percent of U.S. consumers switched service providers due to poor customer service experiences. That number jumped 5 percent from 2012. These compelling numbers motivated Accenture to label the current consumer environment “The Switching Economy.”
This research study affirmed that B2C companies must take action to improve customer experiences and stop churn—right now. Many consumer brands have taken a good first step and implemented post-interaction surveys. However, to maximize the value of these surveys, brands must accelerate analysis and have routines in place to respond to dips in customer satisfaction as soon as they occur.
Six Things that Make Customers Unhappy
As the Accenture study reports, there are several things, which consistently upset customers and trigger defections. Specifically, consumers get frustrated by:
Moreover, 81 percent of respondents did report that companies could have done something different to retain their loyalty. Understanding these unwelcome behaviors and taking steps to remedy them can put you on a good path to improving customer experiences and keeping customers loyal.
However, best-in-class service providers know that customer satisfaction trends are in constant flux. You also need to survey customers regularly and act on their responses to keep tabs on the current state of the customer experiences your brand is delivering. Post-interaction surveys are the path to deeper insight.
Customer Surveys: Beyond the Fabled NPS Score
In recent years, the “Net Promoter Score,” widely known as NPS, has earned widespread hype as the ultimate customer satisfaction metric. NPS asks respondents use a one to 10 scale to answer a single question: “”How likely is it that you will recommend our company to a friend or colleague?”
However, analyst firm, Forrester has noted that there are several issues with relying on NPS alone:
Despite its shortcomings, NPS can be a valid customer satisfaction measure, when coupled with other customer feedback. Forrester recommends adding Voice of the Customer (VoC) sentiment input to NPS data collection for robust, actionable insights into customers’ perceptions.
Adding Open-Ended Feedback for Honest Customer Insights
Today’s customer experience leaders know that quantitative surveys and metrics are just one source of information about customers. To understand customer’s true feeling about your business, you need to use open-ended sentiment survey questions to solicit high-value VoC feedback. With open-ended questions, you gain customers spoken-word perceptions, which give you context beyond customer satisfaction statistics.
However, you need to recognize the immense worth of customer’s open-ended comments. While some companies rely on computer-based analysis to review customer comments, this approach is shortsighted. Machine-based solutions can only analyze the words your customers speak—but leave a wealth of information unevaluated.
Speech analysis experts know you need to study communication nuances—including tone, word choice, volume, inflections, and more—to gain complete understanding of customers’ true sentiment. Sometimes, you may find that customers who speak affirming words about your company may be harboring hidden negative sentiment. The only way to uncover customers’ true feelings is through human sentiment that goes beyond machine-based survey evaluations.
Achieving Coordinated Following Up
As Accenture’s research proves, having a bad experience can prompt your customers to defect to competitors. Today, however, customers are also likely to share their perceptions on social media—and take their bad feelings public. In fact, consumer research revealed that 95 percent of customers who have had a poor experience tell someone about it, and are 45 percent share negative customer experiences on social media.
What does that mean? You need to move beyond aggregate reviews of NPS data and institute real-time reviews of post-interaction survey data. You also need plans and resources for coordinated follow up with unhappy customers before they defect or spread the word about their poor perceptions on social networks.
As a result, you need a centralized system that provides up-to-date statuses on all customer contacts to front-line employees across the enterprise. With the right tools, you can address customer questions and issues promptly and tackle some of the six things that often prompt customer concerns.
Scoring a “Thumbs Up” from Your Customers
In today’s customer-driven world, listening to customers and taking proactive steps to address customer feedback is an imperative. Focusing on customer satisfaction can help retain customers and solidify your revenues.
Those who don’t are primed to lose—and lose big. Accenture estimates that a potential $1.3 billion dollars in revenue will be in play due to customer’s shifting loyalties.
The time to implement tools and processes to capture, analyze, and act on customer feedback is now. You need to move beyond the comfort zone of periodic review of aggregate customer satisfaction scores and jump into the new world of real-time customer survey analysis.
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