We all want to know what our customers are really thinking about us but sometimes it can feel like an impossible task. To help with this we’ve got a few ways that you can put into action that’ll get you the information you need to make sure they’re having a great time and that you’re delivering on your brand promise to them.

You can absolutely use these one at a time or pick and choose the one that appeals to you most, but the real power comes when you combine them. The real power and insights exist in data and the more of it you have, the better equipped you’ll be.

 

Wait, What Do You Mean by Brand Promise?

Good question. Before we move into the ways you collect the insights let’s talk about why they’re important. Customer Experience!

Ultimately everything we’re doing is to ensure that we offer the best possible customer experience to our customers. In a previous blog, we talked about the difference between customer experience and customer service but here we’re going to touch on the difference between brand and customer experience and how they feed each other.

The first thing to note is that you own the management of the brand and the customer experience, but every customer owns the perception of those things. One of the reasons you want the customer insight is to understand if what you think the brand and customer experience should be, is.

The way to look at these two things are:

Brand – This is the promise you’re making to the world. It is the pillars by which your business operates. It is the things you stand for, the values you bring to the market, the way you talk about and visualise yourself. It is how you’re known.

Customer Experience – This is the delivery of the brand. When you’re putting the brand out into the world, you’re making several promises that people are buying into. Customer Experience is where the rubber hits the road, and the promise is delivered.

As Simon Sinek puts it, ‘People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.’

Your task is to make sure that customer experience is supporting what the brand is saying and the way to do it is by asking the people who own the perception.

 

Getting the Insights, You Need to Make a Change

There are a bunch of ways of doing this and the key is that not all research is equal. You must decide what it is you need to know and pick the best medium to achieve that.

Some of this should be what we call ‘always on’ and others can be more ad-hoc and used when you’re looking for specific information.

Here’s the list, in no real order, for you to consider.

Surveys

If done right, these just work. The real trick to getting them right is to keep them short and make them easy to complete.

Nobody wants to be spending an hour filling in a survey, but they might give you 5 or 10 minutes, 3 or 4 times over an extended period.

NPS or Net Promoter Score is a great survey that can go out every 6 months or so and asks essentially two questions. The first is what is the likelihood that someone is happy to recommend your business or product (on a scale of 1-10) and the second question is why is that your answer.

When done over time, it works as a temperature check to prove that what you’re doing is being well received and is driving sentiment up. We’ll come back to sentiment but just know that the higher it is, the more people care about your brand or products.

Another survey that works well is a post-project / post-purchase / post-delivery survey. It is a way to check that what was promised at the beginning became a reality for the customer. Again, keep them short and easy to complete. Tools like Typeform are easy to use and create great-looking surveys that can be completed on multiple device formats. Getting the results out the other side is easy too.

For the most part, surveys can be used for gathering just about any kind of information you want but keep them specific to an outcome you’re looking for. If they’re too vague you’ll not get the kinds of information out of them, you need.

 

Pro Tip:

Look closer at the text entry fields in the survey. The language people use and the way they write has a lot to say. Are they using CAPITALS in certain places or are they throwing around exclamation marks! These things in some cases are just as important as what it is they’re saying.

 

 

Customer Interviews / Market Research Panels

For all intents and purposes, this is a much more detailed in person or via webcam survey.

People are far more likely to give more detailed answers and it gives you the ability to apply clarification to answers, in the moment. They require more effort on your part and should ideally not be done regularly with the same people. But if you’re really needing to get to the bottom of something, this is a great way to do it.

Where the research panels help too is that generally once someone opens up about something, others will feel more open to sharing. People by their very nature will keep some things to themselves but when in the company of others that are happy to tell it like it is, they’re more likely to come to the party.

 

Pro Tip:

Some companies specialise in this type of research and if it is the first time, you’re doing it or you don’t have the time to dedicate to getting it done well, source it out. Just like any other customer experience, you want these to feel seamless and well done and asking for help is not a bad thing to do. If you need help with this, come talk to us and we can point you in the right direction.

 

 

Social Listening

This option, for whatever reason, still seems to be one that a lot of businesses are not using.

Essentially it is the act of keeping an ear to the ground when it comes to what people are saying about you all over the internet but more specifically on social media.

We mentioned sentiment before, and this is really where it comes into play. By measuring sentiment, you’re keeping track of how people feel about you, your brand, customer experience and products. Your customers are likely to share how they’re feeling on social platforms with their friends and family – be that good or bad – and social listening allows you to keep up to date with what they’re saying and act accordingly.

It is near on impossible to do this well without the use of a tool but if you get a good one it takes the hard work out of it for you and drops the insights into your lap.

The team at Social Baker have a great social listening tool that will listen to your audience across the entire customer journey and allow you to use the data instantly from every touchpoint. And when you link it up with the rest of the platform, you’re empowered to make truly insight-driven decisions that will shift sentiment towards being positive.

 

Pro Tip:

Even if you’re not using social listening but you’re active on social media, you need to respond to people that are talking about you or are asking for help. Don’t just use it as a channel to blast people with your message. The clue is in the name. Be social and interact with your audience. Be it good, bad or indifferent, you need to thank them or solve their problems. It’s an unwritten agreement between brands and customers who use social media, and you want to hold up your end of the deal.

 

 

User Testing

We’ve written an entire blog on this subject but wanted to bring it up again here.

What we’re talking about for the most part is digital user testing. Be that a website or a sass platform, you’re gathering insight from the users and the way they interact with your site or product.

This is incredibly useful as you’re getting feedback that relates directly to an interaction that is taking place.

You can do it with physical products too but for it to really work well, it needs to be done in person.

The data that you can gather from doing this is highly valuable and can really drive the changes around design, form, function and in some cases the entire way that you’re presenting yourself to the world.

Head over and read the complete blog to find out a little more but just know it is a great way to gather real insights from real users in real-time.

 

Pro Tip:

Much like with market research, you want to do this right the first time and getting the professionals in to take care of it for you is where the smart return on the investment is. At Eclipse we’ve got years of experience doing this with some of the biggest brands in the UK. Come talk to us and we can get you set up with user testing sessions in no time.

 

 

Analytics

You should already have these running in the background across your website and any other tools that you’ve got running that your customers are interacting with.

They are packed with incredibly valuable information. They are telling you what people are interacting with most, how they got there and on the other side of the spectrum, what is sending them running away from you.

Use this information to realign the customer journey, create more of the content people want to see and take the highest performing content and promote it to the world.

It seems like an obvious thing to do but you’ll be surprised how many people forget to consider it when they’re trying to figure out what their customers really think. Don’t let it be one of those things that sit collecting data, for it never to see the light of day.

 

Pro Tip:

If you’re using google analytics but have no idea where to start, go and look at Google Academy. They have helpful information on all aspects of analytics, and it’ll point you in the right direction, answer some of your questions and get you gathering awesome insights in virtually no time at all.

 

 

Front Line Staff

This again seems like an obvious thing to do but it is almost always the most obvious that gets forgotten about.

By talking to the people that talk to your customers the most, you’ll be getting information that you can link back to purchase or interaction and use it to understand how it went.

The people at the coal face will be able to tell you about trends they’re seeing and highlight things that people are asking for without having to trawl through hundreds of surveys or data files.

 

Pro Tip:

If you’ve got a CRM that links customer purchases both in-store and online and through customer service support, you able to make this process even slicker. The more you can keep together the more insight you’ll have but it’ll also turbocharge your ability to offer personalisation to your customers.

 

The ultimate takeaway here is that gathering this information is super important not only for your business but your customers too. It gives you what you need to ensure that the customer experience is always delivering on your brand promise. And remember, if you don’t ask, you don’t get.