“A customer talking about their experience with you is worth ten times that you write or say about yourself.”― David J. Greer, Wind In Your Sails
The above quote justifies the ever-growing efforts by brands to keep their customers satisfied. In this digital era, customer satisfaction is more than merely avoiding customer dissatisfaction. Customer satisfaction is equated with customer advocacy in digital parlance.
‘Put your buyers first’ is the premise on which an inbound marketing strategy rests. Help your prospects and customers solve the problems that they can't solve themselves. Serve them better to turn your customers into brand promoters.
Now that you know the importance of advocacy, let’s discuss top strategies that brands are adopting to improve their customer satisfaction level.
Using Customer Feedback
Your customers are impatient beings requiring immediate responses. They want to know whether their concerns are being taken seriously. Understand your customers better. Start collecting customer feedback. Out-of-the-box feedback tools make it easy for you to capture qualitative and quantitative feedback. Customer feedback tools are very diverse in terms of techniques used, forms of feedback collected, reports generated and the insights provided.
Customer feedback collection can be via traditional survey tools like SurveyMonkey. This tool is suitable for one-off surveys. Online Review Tools like TrustPilot are a great way of building up trust among your visitors online, having a positive impact on Google Rankings. All reviews (positive or negative) are shared with your visitors publicly. User Testing Tools like Hotjar do a good job of measuring user interactions limited to the number of pageviews. Among all categories, advanced ‘Voice of the Customer’ tools like moLotus is becoming the top priority for brands. “Rate-it” capability of moLotus is a classic example of a rating system for collecting customers' feedback about products or services. It not only collects the ratings but also converts the collected data into crisp and comprehensive reports. Proton, Dell, Standard Chartered Bank, Loreal, and a few other brands have used moLotus to improve customer satisfaction.
Building systems for quick & effective resolutions
A resolution must follow the feedback. An unobtrusive support system should be in place at every stage of the customer lifecycle. Educate the customer to self-serve. Show your presence in the form of an appropriate and timely resolution. Don’t force your support on them but help them to access it.
Market confers a number of tools and platforms for providing customer resolution and support. Live chat platforms like ZenDesk Chat, LiveChat, acquire.io are convenient for customers browsing your website. It is easy to access and unobtrusive. However, visitors assume timely responses and if they aren’t responded for whatever reason, the visitor will leave the site frustrated.
With customers venting frustrations and hunting for information on social media platforms, it’s imperative to have a 24x7 support system. Brands are avidly using moLotus’ advanced mobile-based automated customer response feature. The pre-defined automated responses eliminate the need for human involvement when providing prompt advice or assistance to customer requests. The outcome being customer delight and that too, without the involvement of any app or data!
Increasing customer loyalty
If you stay in touch with a customer after they have bought from you, you can find ways to stay valuable to them and they, in turn, remain loyal to you. Customer loyalty has always been a key driving force in uplifting customer satisfaction. Run personalized and interactive customer loyalty campaigns across customer segments. They will certainly make one-to-one customer relationships possible! Customer Loyalty Cards have successfully created a loyal customer base. moLotus has revolutionized the digital loyalty card space. Brands like Panasonic and others are fast replacing all the plastic cards with mcards which gets directly delivered to the receivers’ mobile phones; increasing loyalty and customer delight while saving cost.
Here it is worth mentioning the Milestone capability of moLotus which offers you a chance to keep your customers happy and raving about you and your product. It enables you to run automated campaigns for recurring dates like birthdays, anniversaries, reminders and festivals. Campaigns are highly personalized on the basis of name, greeting, reward and call-to-action for each customer. Some of the world’s top-notch brands like Sun Life, Celcom, Panasonic have yielded high customer satisfaction metrics after running Milestone campaigns.
Way ahead
Brands are already fast utilizing specialized customer-centric automation platforms to build a strong foundation for customer satisfaction. Implementing a strategy for enhancing customer satisfaction levels is an ongoing process. Adopt a continuous improvement approach. Measure, optimize, repeat. Having mastered the art of customer satisfaction and customer delight, celebrate your success!