4 Challenges to Understanding Customer Feedback – And How to Solve Them
Every day, marketers are on the prowl for customer feedback from a variety of sources—social media, call centers, surveys and so on. But it's not enough to just monitor brand buzz or volume of social media mentions; you must use this data to truly understand where customers stand on service, product, support and more and, in turn, directly deliver an even better customer experience. This is especially the case as today's customers have high expectations; they expect to be able to talk to brands on any channel (and do so directly). They also expect those brands to know them and what makes them tick.
It's no wonder, then, that 68 percent of businesses had plans to increase their spend on customer experience management heading into 2014. Of course, even as marketing budgets increase, throwing more money at the issue isn't enough if companies don't have a solid game plan for that budget. One aspect of such a game plan is understanding the obstacles that are likely to arise even before they actually pop up.
With that in mind, let's take a look at four top challenges marketers face when trying to understand customer feedback, and discuss how to solve them.
1. Finding Customer Feedback. While it may sound like simply finding customer feedback should be a breeze, it can actually be very difficult in today's omni-channel world. Marketers are dealing with an abundance of sources through which customers are relaying their opinions of companies, products, customer service and so on. And for the cherry on top, the feedback is a mix of structured and unstructured data.
That's why the foundation for getting the most out of your customer feedback is to make sure you are pulling it from all corners of the web—Twitter, Facebook, Trip Advisor, Yelp and so on—on top of gathering it from inside your organization—in the call center, in email, via live chat, etc. Don't forget to tap your employees too, voice of the customer through the employee is a rich source of targeted feedback. And once you master finding all the data our there, you'll be able to tackle the next challenges to come.