Know your customer's buying journey
WHOEVER UNDERSTAND CUSTOMERS BEST ...WINS!
Do you know how these people really feel?
Your Brand Advocates
Your Loyal Customers
Your Satisfied Customer
Customer satisfaction (CSAT) surveys are used to understand your customer’s satisfaction levels with your organization’s products, services, or experiences. This is one type of customer experience survey and can be used to gauge customers needs, understand problems with your products and/or services, or segment customers by their score. They often use rating scales to measure changes over time, and gain a deeper understanding of whether or not you’re meeting the customer’s expectations.
Why is customer satisfaction important?
Customer satisfaction is at the core of human experience, reflecting our liking of a company’s business activities. Americans will mention a positive experience to an average of nine people and a negative experience to an average of 16.
High levels of customer satisfaction (with pleasurable experiences) are strong predictors of customer and client retention, loyalty, and product repurchase. Data that answers why a customer or client enjoyed their experience helps the company recreate these experiences in the future. Effective businesses focus on creating and reinforcing pleasurable experiences so that they might retain existing customers and add new customers.
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5 Benefits of Customer Satisfaction Surveys
They may not be as common for independent retailers as they are for big-box retailers, but customer satisfaction surveys are a great way to improve your small business.
In addition to gathering valuable data directly from the people who pay your bills, surveys can create a stronger sense of community and provide insights you wouldn’t normally have access to. If used correctly, the feedback from surveys can also convert potential problems into opportunities for sales, retention and growth.
If you’re looking for a cost-effective way to connect with your customers, here are five benefits of satisfaction surveys.
Feedback: Chances are you’ve heard the mantra, “You don’t know what you don’t know.” When it comes to your small business, there are probably things you’re unaware of or take for granted. Surveys are a great way to step back, get honest opinions from your customers and learn what you don’t know. But remember, quality is more important than quantity; if you want data you can use, it’s important to ask the right questions.
Communication: While newsletters and e-blasts are great ways to reach out and stay in touch, they are forms of one-way communication. Satisfaction surveys, on the other hand, provide your customers with an opportunity to respond. By showing your customers you value their feedback – and by then implementing that feedback – you also build a sense of community. Instead of seeing their trips to your store simply as cash-for-goods transactions, they will see them as positive customer experiences.
Retention: With positive customer experiences comes higher retention rates. Given the choice, many people prefer shopping where their voices are heard and their opinions are valued. By providing some type of reward for participating in surveys – whether it be discount coupons or entry in a draw – you can increase loyalty and retention rates even further.
Content: Sharing your findings – either in store, online or both – is a great way to engage existing customers and attract new ones. Even negative feedback can be beneficial; honesty and transparency are valuable brand traits, and a commitment to constant improvement helps build trust. The surveys themselves can also serve as content. For example, simply ask your Facebook audience, “What is one thing we could do to improve your customer experience?” Watch the responses roll in and use them to your advantage.
Growth: If you’re satisfied with the status quo and “business as usual,” customer satisfaction surveys are not for you. But if your entrepreneurial spirit still burns bright and you’re dedicated to evolving as a brand, they can help take your company culture to the next level. By reaching out, engaging your customers, gathering data, and then using that data to better their shopping experience, you’ll be sure to gain a following as committed to your business as you are.
Customer journey mapping visually illustrates customers’ processes, needs and perceptions throughout their interaction and relationship with your brand. It’s the perfect middle ground between pure data and storytelling – because one without the other can leave you in the dark, plus make it hard to communicate customer experience (CX) across your organization.
You can use a journey map for any of these reasons:
Insights – get a better understanding of your CX by cross-referencing journey maps with core metrics
Impact – identify opportunities to optimize your CX, by focusing on the moments that matter most to your customers
Issues – diagnose serious CX issues, whether in a single journey or across multiple ones
Innovation – identify where new products or services can improve existing customer journeys, or create completely new ones
Selecting a Customer Journey
All customer journeys fall into one of these 4 categories:
Onboarding eg taking out insurance, buying a car or opening an account
Maintaining eg taking the car to a mechanic, calling for technical help or changing your address
Using/owning – buying a bus ticket, making an insurance claim or using a smartphone
Renewal – insurance, subscriptions or services
You can look at one customer going through journeys across all 4 categories, or how different customers go through a single journey.
Identifying Your Customer Touchpoints
A customer journey map includes all of the touchpoints a potential customer has before, during and after an interaction with your brand.
This includes things directly influenced by your as well as those influenced or controlled by third parties. This is an important distinction as, while you may not be responsible for a particular part of the journey, it still affects the experience your customer has.
Before – how did they get to you? For example, your customer may find out about you through adverts, billboards, social media, online reviews or good old-fashioned word of mouth.
During – what did they do with you? This might be your point of sale. It could be your website, branch, store or delivery. Customers may interact with sales assistants and call centers.
After – what did they do after? This might include invoicing, queries, returns, product support, product or service lifetime, newsletters and customer feedback surveys
What to Fix in the Customer Journey, and Where?
On the face of it, you might have a satisfied customer. They may give high NPS or CSAT scores as they now have their mortgage and a lovely new home.
But how many other customers started the application form, gave up filling it in because it was too complicated and went to another provider? Or received a mortgage in principle only for the full application to be rejected?
This is where journey mapping is essential. By gathering feedback at each touchpoint, you can start to understand how each one contributes to the overall experience. Was there a stage that was particularly difficult? Where did your customer service fail to match up to their expectations?
Being able to pinpoint specific pain points along the customer journey means that you can step in and make improvements at the moments that matter.
Using customer experience data and mapping it back to specific touchpoints is how you start to understand the key moments that influence customer behavior. By analyzing this feedback side by side with your core CX metrics, you’re able to identify the improvements that will have the biggest impact on your customers and their overall experience as well as the impact on organization metrics like win rates, sales and customer lifetime value.
Consumer behaviour is defined as “all psychological, social and physical behaviour of potential customers as they become aware of, evaluate, purchase, consume, and tell others about products and services”. In other words, consumer behaviour includes the acts of individuals directly involved in obtaining and using economic goods.
These acts are the result of a sequence of decisions made by the buyer. These decisions are influenced by various factors. Hence, consumer behaviour is the process by which individuals decide whether, what, when, where, how, and from whom to purchase goods and services.
Research and Evaluation Stage of
1.involves both individual (psychological) processes and group (social) processes.
2. Consumer behaviour is reflected by post-purchase evaluation which indicates satisfaction or non-satisfaction.
3. Consumer behaviour includes communication, purchasing, and consumption behaviour.
4. Consumer behaviour is shaped by social environment.
4 types of consumer buying behaviour
(i) Routine Response/Programmed Behaviour – Buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc.
(ii) Limited Decision Making – Buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes—know product class but not the brand.
(iii) Extensive Decision Making/Complex – High involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education.Spend a lot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process.
(iv) Impulse Buying, No Conscious Planning – The purchase of the same product does not always elicit the same Buying Behaviour. Product can shift from one category to the next.
Consumer decision-making process:
(a) Initiator- A person who first suggests the idea of purchasing anything.
(b) Influencer – A person who influences the purchase decision.
(c) Decider- One who takes final purchase decision.
(d) Buyer – One who actually makes purchases.
(e) User – Person who uses the product.
Important elements in the process of evaluation:
(a) A product is viewed as a bundle of attributes. These attributes or features are used for evaluating alternative brands. For example, a product like tea has certain common attributes such as taste, flavour, strength, aroma, colour, number of cups per packet, and price.
(b) Information cues or hints about a set of characteristics of the product in brands such as quality, price, distinctiveness availability, etc.
(c) Brand images and brand concepts can help in the evaluation of alternatives.
(d) In order to reduce the number of alternatives, some consumers may consider more critical attributes and mention the level for those attributes.
(e) Occasionally, consumers may use an evaluation process permitting trade-offs among different alternatives.
Do you have any idea about your customers? We can conduct qualitative and quantitative studies about who your customers are, their experience with you and their expectations from your business. This will help you know what to reinforce and upgrade so to attain customer loyalty and retention.