3 tips to thank you for your feedback
It’s that time of year when we reflect on the things for which we’re most thankful. At Clicktools, there’s a long list of things to celebrate — awesome customers, a fantastic team, cool technology — but for now, let’s start with our gratitude for the feedback we receive from our customers.
Whether wholly positive or constructively critical, we appreciate hearing your thoughts on how we’re doing and areas where the technology or the team could be improved. This input comes from a variety of surveys, direct in-product feedback, and review sites such as the Salesforce AppExchange, G2 Crowd, Serchen, and others, but regardless of where it comes from, we take it to heart and use it to improve your experience.
A special call-out goes to the Salesforce community and the continued support our customers express on the AppExchange. During this Thanksgiving week, we’d like to thank our Salesforce customers for their loyalty and for writing more than 415 Salesforce AppExchange reviews (averaging 4.7 out of 5 stars). If you haven’t reviewed us yet, we sincerely thank you in advance for taking a couple of minutes to post a review.
To give a little something back to you this Thanksgiving, here are three tips to make your customers more thankful. Presumably, they’re already appreciative of your existing surveys and enterprise feedback efforts, but remember to do these things to stay aligned with their ongoing needs and expectations.
Make your customers extra thankful by:
1. Refreshing your understanding of customer journeys. You’ve heard it a thousand times but an outside-in examination of what your customers go through can be very eye-opening. Schedule periodic, cross-functional meetings to analyze key points in the journey and work together to smooth them out. But keep in mind that this is not a one-off exercise.
Our friend and Clicktools guest blogger, Jeannie Walters, CEO of 360Connext, was recently quoted as saying: “I believe the biggest mistake is approaching the mapping as a one-off project, where the purpose is a slick poster or deliverable. I really believe there is magic in the process of mapping. Getting everyone to really examine, evaluate and understand what is happening to the customer TODAY in the journey helps everyone feel empowered to improve it. If the journey map is all about something to frame on the wall, it’s completely missing the point.” Please click to see more on how to approach journey mapping in the era of data-driven, digital mapping.
2. Taking complaints and compliments equally seriously. When it comes to customer feedback, both sides of the coin have value. It’s tempting to pat yourselves on the backs for the positive comments and bury your heads in the sand when complaints roll in, but really, both kinds of feedback contain great value, as does neutral input; (see this post on how to nurture neutral customers). If you’re not sure what to do with negative input and don’t have processes in place to systematically manage it, please check out this post on how to handle your haters. At the end of the day, your feedback program should have processes that serve to quickly resolve areas of the business that customers complain about, while beefing up the stuff they rave about.
3. Thinking “in context” with content, service, and feedback. A recent study shows that 55% of consumers say easy access to information and support can make them fall in love with a brand. Simply by creating clear pathways to useful content and communications, you allow things like a great website, online chat, educational materials, and other 24/7 tools to do a good bit of the work for you. Make sure they contain built-in feedback channels that measure whether proper service is being delivered and customers are satisfied.
As Clicktools Guest Blogger, Daniel Newman, reminded us in a recent post: “Providing the right interaction at the right moment is all about context, but you need to think beyond the simple when and where. Creating the right context helps move us toward the ‘segment of one,’ a unique look at the user at a specific moment in time. Context applications such as Google Now and Tempo AI (now a subsidiary of Salesforce) leverage user calendars to ping consumers when they’re most likely to convert.” Leading-edge companies are finding new ways to be easy to do business with — which today means being proactive in tapping customers when they’re ready to interact.
Happy Thanksgiving to all of our US-based customers celebrating this week! Best to you and your families.