Customer Experience

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Apr 04, 2020

Communication with Customers + Customer Feedback = Better Customer Experience (CX)

by Gordon Polovin

The phrase “communication with customers” is used so often in the CX conversation that it’s in danger of becoming a cliche. Marketing professionals place little weight on it, especially when it comes to creating meaningful differences for their brands. Here’s an apt analogy: it’s like breathing. We all do it every day without so much as a thought – unless, of course, respiration becomes a problem. Then it jumps to the top of our list of concerns. We propose here that customer communication, and its close cousin customer feedback, are faltering in businesses throughout the US on many levels. Thus, they deserve urgent attention as the golden keys available to commercial entities interested in unlocking their competitive potential.   Communication with customer groups begins by asking the right questions. If the questions are wrong, there’s zero chance of revealing anything that’s groundbreaking or that will make a difference to your CX strategy. Customers “talk” to us continuously via their actions, complaints, hesitations, reviews, online activity, and in-store behavior – how they feel and whether their expectations are met. In short, the answers to our most crucial questions lie inside that broadly defined conversation. We have to compile a list of “must-knows” to separate the wheat from the chaff when analyzing customer feedback — sorting through the data, in other words, so that it doesn’t become hopelessly confusing.   There’s evidence that companies unaware of CX as a customer loyalty decider (i.e., the vast majority) are not using customer feedback to […]

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