You wouldn’t ride your bike blindfolded, right? I mean, at least I hope not. Because then you’re destined to crash sooner or later. Roads twist and turn, and if you ride straight, you’ll miss a turn. And if you turn based on intuition, you probably won’t make the right turn at the right time either.
Believe it or not, but the same thing goes for your business. Way too many companies run their businesses blindfolded. They make decisions based on intuition, and too few decisions are backed up by facts and data. You need to listen to your customers to be able to better understand your own business and make fact-based business decisions that will provide you with value in the long run.
Ride your business bike with no blinds
Basing your decisions on your customers’ intel is like ripping the blindfolds off! You’ll be able to see the road ahead of you and where to turn. There are a few different ways to get those valuable insights from your customers.
You probably know CSAT already, as it’s one of the most used customer success measurements. CSAT measures your customers’ satisfaction within a specific part of the experience or with the overall experience - depending on the question you ask. It’s an easy way to get an idea of the general experience.
But even though it’s one of the most used, it’s not used as much as you might think. Zendesk revealed in their 2020 Customer Experience Report that one third confessed to not measuring customer success at all! 😱
Just imagine all those blindfolded bike-riders out there.
It’s a worrying trend that you don’t want to be a part of!
BUT, if you are part of that one third, you can read more about the CSAT how, when, and why here.
CES stands for customer effort score. You can (and should) ask for customer effort questions at various points throughout the customer journey. E.g., after a purchase, after contact with customer service or after delivery. This will help you identify complications during the exchange that you might be able to smooth out - making the whole experience better.
NPS stands for Net Promoter® Score and measures how many of your customers are categorized as promoters. Based on the question, “How likely is it that you would recommend our company/product/brand/service to a friend or colleague?”. Based on their score, they can be categorized as detractors, passives, and promoters. Measuring NPS is, therefore, a great way to measure not only customer satisfaction but also customer loyalty.
Learn in our joint webinar how to create better customer relationships through better integrations:
Listen to your customers - no matter what they say
However, while some might find it slightly annoying being asked to answer a few-question survey - whether its CSAT, CES, or NPS - the ones with negative feedback will want to complain about it if you give them the chance, and the ones with a really positive experience might want to thank you and compliment your service/product.
The majority of the ones that don’t answer are most likely the ones with a neutral experience. They don’t think necessarily that they have any useful feedback. 🤷🏼♀️
It’s really important to know that your customers are happy, but it’s crucial to know why your customers are not satisfied. The bad reviews are actually the most valuable ones.
If 30% think the delivery is too slow, you’re gonna want to reconsider your choice of delivery service. If 22% think your processing time for customer inquiries are too long (customers are a very impatient species), you should reorganize your workflows (maybe get a #helpsome chatbot 🤖 ), or if 12% expresses dissatisfaction with the quality of your product, you should probably have product development have a second look at it.
You’re probably seeing my point now. You must listen to your customers! So take the negative feedback as a service from them and turn it into something positive, so you can continuously improve your customers’ satisfaction while growing your business.
It’s also a good idea to reach out to the dissatisfied customers and ask them what you did wrong and how you can improve - maybe offer them a discount. Own up to your mistakes or imperfections. Maybe you’ll even be able to convert them by providing a great service experience.
Don’t forget that you’re nothing without your customers and not the other way around. They’ll be fine without you, which is why you need to adjust to their demands (within reason obviously). If they want a pony with every order, I think it would be alright to say, “We can’t give you a real full-size pony, but we’ll send tiny toy ponies with all orders.”🐴
So do yourself a favor - rip those blindfolds off, and make the right turn!
helphouse.io is a creative 360° Zendesk consulting company and experts on customer service. They’re an official Zendesk Master Partner with experience working with 500+ companies in Scandinavia, Europe, and beyond. They’ll make sure your company doesn't waste time on ineffective systems and overcomplicated workflows - time that can be spent building better customer relations.
Malene works in marketing at helphouse.io, taking care of content creation and communication. When she's not working away at helphouse.io, she’s either reading the latest NY Bestseller, ugly-dancing to (way too loud) music, or dog sitting other people's dogs.