Customer satisfaction is at the heart of your organisation. Of course, there are many ways to improve it. In this article, we propose to understand howcollaborative innovation allows you to improve customer satisfaction. You will be able to engage both your employees and your customers in the process.
But first, let's remember how essential customer satisfaction is to your business. Research shows that only 1 in 26 dissatisfied customers express dissatisfaction. And 91% of dissatisfied customers who don't complain simply don't repeat their buying experience.
You certainly can't do without 91% of your customers. So let's take a look at how to set up a system to help you improve customer satisfaction.
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1- Improve customer satisfaction by engaging employees
At Beeshake, we often say that " it's the doer who knows ". In other words, your field staff are close to your customers. They are the first to detect their irritants. We therefore advise you to ask your employees to improve customer satisfaction.
Asking for feedback
To begin with, you can simply ask your employees to give you feedback on their experiences in the field. This feedback can take several forms:
- Weekly surveys. Closed questions will allow your employees to give news from the field in a quick and easy way. Keep it simple: one question per week is plenty!
- Regularsurveys, for example every month. They can be composed of open and closed questions. In these surveys, ask your employees to give you their feelings, or even concrete experiences and examples. This way, you can collect as much qualitative data as possible.
Promote the sharing of good practices
A very positive way of improving the customer experience is to encourage the sharing of good practices between employees. Indeed, if " he who does it knowsit", those who know best have every interest in sharing their experiences with those who do not yet know.
For example, use surveys and polls to identify good practices of employees. Then contact the authors of these good practices, and ask them to share them with their peers.
Sharing good practice can take many forms:
- Video clips that show good practices in a very concrete way.
- Articles that include text, images and/or videos, and that are written by the author of the good practice. This allows the author to take the time to explain the context, the irritant solved, etc.
- Or outright MOOCs created by employees and shared with others.
Setting up an idea box
If your field staff are directly confronted with customer irritants, they probably have ideas for solving these irritants. That's why we advise you to set up a idea box in your organisation.
This is the very principle of thecollaborative innovation. Employees propose ideas for value creation and business. Thanks to their involvement, they are more committed to the company and to their customers!
2- Improve customer satisfaction by creating a community of customers
It is not only your employee community that you can animate. Some organisations structure real communities of customers that they interview and animate over time. For all the ideas that follow, you have two options:
- You can use your CRM database to communicate with your customers by email .
- Or you can create a structured community on a dedicated platform, which will give your customers the feeling of belonging to a premium group.
Asking for feedback
In the same way that you carry out surveys or polls among your employees on how they experience certain situations, or on the irritants they see for customers, you can ask your customers directly!
The advantage of asking for feedback from your customers is that you provoke interaction with them.
If you opt to set up a digital platform dedicated to your customer community, it will be easy to conduct these surveys or polls and collect their data.
If you prefer to communicate with your CRM base by email, you can create surveys on Google Form or Typeform.
Create spontaneous conversation forums
Surveys and polls allow for interaction and data collection. Conversation forums, on the other hand, allow formore spontaneous exchanges.
As you can see, this idea can only be implemented on a dedicated digital platform or space.
As we see with some of our clients, it is sometimes enough to animate a conversation thread regularly by posting open questions, images or infographics, and then pinning your publication to the top of the conversation thread. Reactions appear quickly, and spontaneous exchanges often have surprising results!
Submit ideas for new products or services to customers
You may have identified ideas for products, services or solutions, but you need to test them, or at least prioritise them.
At Beeshake, several of our clients then use the reverse suggestion box principle. This involves setting up a shared idea box with the customer community, not to ask them to propose ideas, but to submit to them the ideas generated internally.
Customers will then be able to consult them, comment on them and add to them, and even vote for the ideas that seem the most relevant to them.
Let customers suggest ideas: the goldmine for improving customer satisfaction
Of course, you can submit internal ideas to your customers, but you can also ask them to propose ideas directly. In other words, you can provide your customers with a digital suggestion box where they can post their suggestions for improvements, solutions to irritants, or even proposals for new offers.
All the material you collect will be a valuable gold mine for improving customer satisfaction.