“If you cannot measure it, you cannot manage it,” said Peter Drucker, a management consultant and educator who delved into the core of businesses for them to be successful.
In thinking about optimal business practices, and therefore success, you may initially consider things like amazing products, friendly employees, and value-driven sales. If you don’t have a way to measure the ongoing changes in customer experiences with your company, are any of those things important?
The Importance of Measuring Customer Experience
One of the most important initiatives a company can take is measuring the Omnichannel customer experience. This is because, when it’s properly collected and acted upon, feedback can be used to improve your products and services, refine your marketing message, and inform your sales strategy.
Measuring customer experience, however, comes with considerable risk. Making bad decisions based on bad data, annoying your customers with too many surveys, sending poorly designed surveys, and failing to act on the feedback collected can all compromise the very relationships you want to strengthen.
If your company doesn’t formally ask customers for feedback, you are missing out on a goldmine of valuable information that can be applied across all areas of your business.
Here are three areas that benefit greatly from measuring customer experience:
Sales are Driven by Measuring Customer Experience
Often, companies overlook the impact their customer experience program has on new customer acquisition. Clients find that the data and insight we uncover are a crucial component of the sales process. Find out why.
Customer satisfaction and loyalty increase when you cultivate strong customer relationships. Customers become more willing to serve as references for new sales opportunities as a result, and they are able to share their experiences with their peers. This leads to shorter sales cycles and higher closing rates.
The competitive intelligence you’ll uncover by measuring the customer experience is another advantage. Consider, for example, the responses to your open-ended survey questions. As we analyze verbatim feedback, we often read comments that highlight competitive advantages or gaps identified by customers. Additionally, we gain insight into how our clients are perceived by the market compared to alternatives. Using this knowledge, your sales team can refine their sales pitches.
By increasing the percentage of loyal, happy customers, your company’s sales will increase as its reputation improves.
Measurement Of The Customer Experience Leads To More Engaged Employees
When one feels invested in the growth and improvement of a mission, they will become more loyal to it.
Creating positive customer experiences and receiving affirming feedback creates a space for employees to feel good about the company’s mission and their part in achieving it.
Take a moment to consider it. Employees prefer to work with happy customers instead of angry ones. Employees prefer to work for companies that have a good reputation in the industry they serve.