Accessing customer feedback can help brands improve customer experience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 27, 2019, 6:15 AM UTC

Driving improvements from within the company can have a limited effect.

This piece says that 81% of marketing leaders think that companies will compete based on their CX, but only 22% think their customer experience efforts exceed customer expectations. Marketers should look to improve their CX by looking at it through the customer’s perspective.

Feedback forms should be available at each customer touchpoint to collect consumer queries, praises and concerns. This piece states that each outcome is essential, whether good or bad and capturing context can help marketers learn from both mistakes and successes.

To understand customer experience better, brands should create a video tour of what the customer sees when walking into the store. For instance, brands can capture how it feels while walking from the parking spot to the electronic counter and then review every step to find if there is room for improvement.

Read the original article

[3 minute read]