Mobile is Your Best Customer Listening Post
Gauging the pulse of consumer sentiment is critical for enterprises to gauge what’s happening with customer experience and loyalty. But there are many channels and mechanisms available to monitor that pulse, including surveying customers and gathering important feedback. Some methods are more accessible than others for both companies and for consumers. These “listening posts” are the focal points for employing new voice-of-the-customer (VoC) technologies, and ultimately defining new processes to turn sentiment into action.
Defined by the Disney Institute, the professional development and training arm of The Walt Disney Company, “listening posts” are customer-centric tools which companies use to assess customer experience, and identify areas where consumer needs are not being met. The mission of listening posts is to collect feedback in order to improve and refine service delivery and the experience for all concerned.
According to Gartner, most feedback technology vendors generate the majority of their business from organizations collecting 80% of it through just a single channel—typically email or SMS. What many companies fail to capitalize on is that mobile devices provide a customer connection tool with power they’ve never seen before. Mobile phones are uniquely personal to each consumer, are always with them regardless of location, and are typically always “on.”
Not only have consumers now become just a tap away, but most company employees are also close at hand. Enterprises are building daily workflow tasks into the mobile devices which employees carry, and 87% of employers require their people to use mobile applications for work-related activities. This presents new opportunities for gauging employee sentiment, loyalty, and experience to improve those work-related apps and processes.
Careful: Feedback could involve tapping away to a competitor
Having access to people isn’t the same thing as satisfying them. For consumers, most competitors are also only a mobile tap away, and brands have less wiggle room for making mistakes around CX than ever before. It turns out that 96% of dissatisfied customers won’t complain directly to a company, but they WILL tell 15 of their closest friends or colleagues about an awful experience. As Forbes points out, “It’s your job to seek them out.” That means the need to be proactive about collecting feedback is also critical. It’s better to start a conversation with people and personalize the relationship than wait for a complaint that may be hidden from view.
A proactive mobile listening post to gather feedback is as important for business results as it is for customer experience. Highly-engaged customers buy 90% more often and spend 60% more per transaction, and collecting customer feedback can also increase upselling and cross-selling success rates by 15% to 20%. And even the business costs of caring for customers can be reduced by over 6% with an active VoC program.
The business case for actively and continually listening to customers is clear. And mobile represents the most relevant and innovative listening tool.
Responsibility comes from personalized mobile feedback: Personalized response
The keys to improving relevant feedback includes capturing it soon after an interaction has occurred—without interrupting the customer or creating a high level of effort during their experience. Mobile is uniquely suited to that task, given its presence in all consumer buying and service situations and its personalized nature. Responding to customer-provided feedback then drives loyalty to a new level, which is powerful. Customers relish high levels of responsiveness and personalization from their favorite brands, especially when they’ve explicitly expressed an issue or concern.
Don’t worry that too much personalization might bother consumers—there may be no such thing. According to Accenture, 80% of customers said that no retailer or service provider has ever communicated with them in a way that felt too personalized or invasive.
Forward-thinking companies recognize the value of mobile as a personalized tool for connection. 84% of them, who claim to be customer-centric, focus on mobile CX.
Still, there are plenty of companies not engaging enough around mobile as a terrific channel to grow loyalty. For example, of those organizations with a loyalty program, only 55% support a digital loyalty card, which is a huge miss for brands.
Supporting mobile as a productive listening post requires a solid grasp of both the tools and the technical intricacies of gathering feedback on both iOS and Android apps, as well as by using the mobile web. But smart companies recognize that there’s no better channel to listen to the voice-of-the-customer and engage with them, wherever they go.