It’s sometimes fun to take advice from those… less involved in the customer satisfaction industry, and with the Oscar’s this week, we began thinking about what Hollywood could teach us. But whilst Leonardo DiCaprio showed tenacity, it turns out there wasn’t much to be learnt about Customer Experience from The Revenant.
But wait! Why not go straight to the top – specifically, the most successful film of all time – Lord of the Rings: The Return of the King, which won no fewer than 11 Oscars. Surely there we would find something we could apply?
Well, it turns out that when it comes to the use of social media and customer satisfaction, Bilbo et al have all sorts of lessons for us!
And how pertinent of them – as we know via our Social Media Surveys, 53% of Twitter users recommend products that they like in their tweets, and you can be sure they’re not shy about naming the ones they don’t like. So is that it? Will Twitter, Facebook, LinkedIn or Instagram give you all the information you need about your customers?
Come join us on our journey…
1. Don’t feed the trolls
Those that shout the loudest are not necessarily the most important voices, although sometimes on social media it can feel like that. Never get into an argument over a publicly viewable social media feed, and be polite at all times (even when provoked!).
2. Remember everyone is different
There are Frodos and there are Legolas’ and there are even Gollums. Restricting the way you get feedback to just one channel, such as Twitter, will mean that you miss out on the voice of customer who doesn’t use Twitter. Customer surveys are an integral part of getting the whole picture, and using multi-channel surveys can help there.
3. Let Twitter open your eyes to potential issues.
View Twitter as a qualitative feedback resource. It’s great for getting fast customer scores and verbatim feedback, and the latter can be used to build specific survey questions around those issues, allowing you to get a fully fleshed out view. You can read about the best use of qualitative and quantitative data here.
4. Don’t assume to be able to read your customer’s mind. You are not elven.
Your survey strategy should start broad and then, using the collected data, evolve over time. Don’t assume that because you think all your customers love your Spice Girls hold music, it’s a given (although equally, we wouldn’t make this a Priority Question…!).
5. Know what you want.
Be like Frodo, and make sure you are super focused on what you want out of your surveys/Middle Earth quest. Make your questions specific, but don’t fall into the trap of asking your customers too many questions. We wrote about how to avoid Survey Fatigue here.
6. Track your metrics.
If you don’t have a map, you’re going to get horribly lost. Make sure that you’ve pre-planned at what point action needs to be taken, how long a survey will run for and any change you’re hoping to see. If you need help, contact us!
7. Remember the power of a team.
We are big advocates of sharing your customer satisfaction survey results in real-time with your agents. The benefits are enormous, you can read all about it here.
And remember, in the words of Lady Galadriel “Even the smallest person survey can change the course of (a company’s) history”
To speak to us about how VIRTUATell can help you build your customer satisfaction strategy email us here.