Every retail operator is aware that the experience a customer has with their brand affects the likelihood that they will be a repeat customer. Many would argue this is a major aspect of developing customer loyalty but, even with this knowledge, the notion of developing a customer experience (CX) program can seem somewhat daunting – especially for small to medium sized retailers.
When it comes to CX management, you often hear about the importance of delivering a perfect, frictionless experience for your customers throughout their entire customer journey. And, while this is certainly an ideal state for many businesses, it can also be an unrealistic goal.
In the words of Erin Fenn, EVP of Intouch Insight, “one of the core principles, whether it’s during a pandemic or in regular times, really comes down to listening to hear.” This means not just collecting comments, but taking your customers’ feedback and applying it to your day to day operations. It’s that simple. Listen to what matters most to your loyal customer base, and focus your efforts on consistently delivering on the promise of that value.
Listen to what your customers want
So how do you know what your customers value most and what keeps them coming back? You likely have an idea but, fair warning, consumer habits and priorities have changed significantly even within just the past six months. This is why the foundation of any CX program is continuously listening to your customers.
Start with a simple survey to understand why a customer chooses to bring their business to you. This survey should be based on what you currently understand about your customers but will equip you with hard data. For example, a basic survey program may confirm that your cost compared to competitors is a primary driver but you may learn that a particular item you stock more frequently is another significant reason consumers choose to frequent your business. Regularly measuring these key drivers will allow you to focus any effort you put into a CX program on what actually matters to your customers.
Easily interpret your findings
A major time saver when it comes to collecting and analyzing data from a survey program is a robust business intelligence (BI) tool that takes raw data and distills it into simple, easy to read reports. Think of it as a data analyst that doesn’t require a salary or benefits. There are different approaches to organize your data, but most tools come with a default dashboard that will get you started quickly. What is most important is ensuring that the solution you choose helps you highlight the key metrics related to what matters most to your customers and allows you to track these over time.
Act on what you now know
Now that you’re listening to your customers via a survey program and analyzing that data within your BI platform, it’s time to put this knowledge into action. This may at first appear to be the most time-consuming step, but it doesn’t have to be.
Ensure your front-line employees are focused on what matters most to your customers. If, for example, a key driver of loyalty is having a specific product in stock, roll-out daily operating checklists that include a check on inventory levels for that product. Mobile forms software makes it easy to not only to roll out these checklists across multiple locations, but to trigger automatic notifications to the relevant people when stock dips below a particular threshold.
Plus, connecting your mobile forms software to your BI tool allows you to collect feedback from the field and address any issues in implementing your new focus. This is one of the many reasons mobile forms software provides you with significantly more value than traditional paper forms.
Rinse and repeat
Congrats! With these three interconnected pieces, a survey program, mobile forms software and a business intelligence tool to collect and analyze your Voice of Customer data alongside operational data, you have a functioning CX program. “Functioning” being the operative word.
Trends change and, as mentioned earlier, even a six month period can see significant changes in consumer priorities. Continuing to listen to customers via your survey program and analysing that data within a BI tool will allow you to anticipate these changes and adjust your procedures accordingly.
Not only can developing a CX program be simpler than you may have thought, but now is a prime time to do so. While consumers are continuing to return to businesses they frequented prior to the 2020 shutdowns, many still have reservations about doing so. Showing that you’re listening to customers needs and priorities will not only help returning customers feel more comfortable and valued, but help attract new business as well. And if you’re looking for additional resources, Intouch Insight has developed a free Customer Experience Management Toolkit to help you select the right platform for your business, get started quickly and incorporate our blended approach into your program.
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