Concept
A new way to engage
What kind of experience are your customers receiving, right now?
Who knows. There’s little tolerance for poor service, and consumers are more inclined to tell their friends than the provider. That's even more true for great service – who takes time to give a compliment? And in between there is a deafening silent majority.
Today’s busy consumers want to express opinions when and where it means the most; at the point-of-experience. How? In quickest and most convenient way. SMS text and mobile email have become the channels of choice for time starved consumers. Over one billion texts are sent each week in the UK alone – they’re personal, concise and convenient. And they don't have time to express opinions that fall on deaf ears - they expect companies to take note, that's why they bothered!
It's all about context. Traditional surveys take place after the moment has passed, usually away from the scene of the experience, are structured around what the company thinks is important, and usually take the form of lengthy paper or web surveys. They context is often lost, meaning that the minority of customers that are motivated enough to complete them still don't get their viewpoint across accurately.
Context is about getting the where, when, how and why right for customers i.e., giving them the choice of what to say, how to say it, wherever and whenever it's important to them.
Companies are now able to take advantage of this communication shift by offering instant conversations over SMS and mobile email during the customer’s experience. As a result they gain insight into customer’s individual “moments of truth” as and when they occur and are able to proactively manage their experience.
A continuous finger on your customer’s pulse.
To engage your customers in a conversation, trust must be built and to do so it’s important to:
- Dare to ask all customers for feedback, where and when it matters
- Respond immediately and appropriately
- Take action where necessary, and let the customer know
- Continuously track insights and improve the customer experience
Fizzback enables you to create a virtuous cycle of customer engagement. And engagement is fuel that drives advocacy.
Stay engaged
To have regular dialogue with your customers, you need to make it easy for them to communicate with you. If you ask for feedback during their experience you will get lots of honest and interesting feedback. However this top-of-mind insight has a ‘half-life’ – it deteriorates in quality and volume as time passes. So it is vital to obtain feedback and interact in real time. The instant insights give you an early-warning on any trouble brewing and are a true leading indicator of business performance. When viewed across your whole customer base, you’ll discover trends and identify areas for long term improvement.
In the short term, there’s the opportunity to improve an individual’s experience – a waterfall begins with one drop of water – and sometimes this is the difference between losing a customer and creating a more loyal one through your responsiveness. The ability to monitor and manage customer experiences is the competitive battleground, where customers are won and lost.
Respond to the customer within seconds, during their experience. Let them know their input is welcome and heard. Inform those responsible. Communicate back the action taken and improvements made. Invite further input. You’ll soon find yourself in a virtuous cycle of customer engagement.
How does Fizzback work?