Page 71 - Delivering Authentic Customer Experiences

Principle 4 Delivering Authentic Customer Experiences

- What one thing would have improved your
experience?

If you want your customers to give you useful feedback, you must
make it easy for them to do this. Mystery shopping, customer
focus groups, exit interviews and customer surveys are often
better carried out by a third party. It’s their business, so they’re
likely to be better at it than you. They also won’t be as emotionally
invested in the service, which will mean they can offer an
objective standpoint and valuable advice on the best approach to
achieve your desired outcomes.

Here are a few recommendations to encourage your customers to
provide useful and timely feedback:
- be clear about what you want to know and why you want
it
- give them a reason to respond
- choose the most appropriate medium
- be honest about the time it will take and the number of
questions
- keep your questions short, simple and relevant
- respond and deal promptly with queries, complaints or
enquiries
- tell the customer what action you’ve taken as a result of
the feedback

Consider this…
Take a good look at your client base and the services you offer.
- Which client purchases which services?
- Who are your best clients?
- Which service generates the most profit?
- Have you told all your clients about every service you offer?

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