How to improve customer experience with obtained feedback?

Satisfied customers are inherent to regular customers. This is not a solid fact, but it is often satisfied customers who ensure your growth in business by either positive reviews or word of mouth advertising. To optimise the customer experience based on feedback, make sure to take the following steps into account.

1. Determine the customer journey

For a good representation of the customer experience, you first need to map out the customer journey. When is the first moment of contact with the brand? Which channels are used? Are there physical locations? During all stages of the customer journey, there should be an opportunity to leave feedback. Can you even encourage giving feedback? Ultimately, the goal is to collect a large amount of data in which not only negative feedback is collected, but also satisfied customers leave their feedback, preferably with an explanation included.

1. Collect enough data

The most important thing is that a large amount of data is collected, to ensure that it is also representative for the target group. It must be statistically relevant. How was the shipping and delivery? What was the most positive thing about the entire process from first contact to the end delivery? Whether it concerns complaint handling, delivery or information provision, the data must be there before you can analyse and interpret the results.

1. Analyse and highlight the pain points

It is not easy to analyse data and to come to the right conclusion. FourSmileys offers a platform where the data can be analysed and interpreted. The data of each feedback moment is collected in one location. With FourSmileys you can easily see where the biggest pain points are, what is experienced as positive and especially whether there are recognizable patterns. Can the positive feedback even be attributed to one or more colleagues? Is there more negative feedback at busy or quiet moments? At what times do people leave the most feedback? With FourSmileys you determine what the improvements, priorities and the intended strategy are, so that your customer experience is greatly improved.

1. Share and collaborate with the team on the areas for improvement

Providing an optimal customer experience is the responsibility of everyone in a organization. One negative experience can damage the entire brand experience. Once the feedback has been mapped, the results can be discussed with the team. It is possible to give colleagues access to the platform, but as an organization you can also choose to be provided with your own update every month. The design differs per organization. You can either choose to share best practices or share a customer's most positive experience and reward the excellent experience internally. This way you approach feedback as something positive and not something negative.

1. Prioritize and improve

Ultimately, you can't improve everything at once. Therefore, based on the data and the insights obtained, select what has the most impact for the organization and what the 'quick wins' are. Then determine which potential improvement has a major impact, but requires more planning. Assemble a project team, determine a desired end date and start optimizing the customer experience. In this way, decisions are no longer made on instinct, but on the basis of data. A data-driven method offers a more representative representation of reality.

Curious about the possibilities for receiving feedback? Then make sure to read our blog about hybrid feedback.