Collecting VoC data enables key decision makers to better understand when customers plan to return to a location, identify new consumer behaviors developed during the pandemic and can offer insights to organizations that are looking to diversify their reach and approach to drive visits and revenue.
This information gives businesses the necessary feedback to better develop a strategy that will deliver a positive experience. This means allocating resources including staff; stock, such as food in the case of restaurants; cleanliness; and enforcing safety and social distancing measures in accordance with state and federal regulations.
4. Identifying Trends
Behaviors, preferences, and confidence will continue to change well after the pandemic ceases. Collecting insights from customers gives businesses the data to understand and identify trends. However, it’s important to continue listening to customers and monitor how their concerns and sentiments change over time to stay prepared.
For example, 73% of consumers reported they would not be ready to resume regular outside activities. Fifty-seven percent of those surveyed said they would not be ready to resume regular outside activities until government restrictions were lifted along with other requirements, with 19% of them stating that stores, restaurants and other indoor places would have to be implementing safety measure as well.
Keeping an open dialogue where customers provide feedback can help instill trust in an organization because it shows that you value their opinions and are genuinely trying to provide a safe and welcoming environment. The best way for customers to understand the safety measures and other changes implemented is to experience it in person. Collecting customer feedback post-experience is essential to gaining insights on if the brand is meeting, exceeding, or missing expectations.
Call on the Right Solution
In order to obtain valuable insights, organizations need to implement VoC solutions that can easily engage customers for their feedback; segment and compare customer sentiment and feedback by region and in aggregate; and quickly get the right insights into the right hands at the right time. Organizations can do so by using customer confidence surveys.
Proactively engaging customers for their feedback through direct surveys is key to understanding how their needs and concerns will continue to evolve. It also more accurately gauges general customer sentiment and confidence in each of the organization’s regions and determines how brands can alleviate these concerns.
Listening to your customers has never been more important. VoC data offers a peek inside the customer’s mind, including their needs, expectations, concerns, and preferences. Businesses can use this insight to optimize day-to-day operations and procedures, and identify opportunities to increase consumer confidence by improving the in-person experience. Collecting VoC data will help businesses close the loop, act on feedback, and deliver a great customer experience.
Shellie Vornhagen is chief customer experience officer at Astute.