You Don’t Know What You Don’t Know

rear view of businessman with case staring at blackboard with question marks drawn on it. concept of it raises too many questionsHow do you know what your customer wants if you don’t take the time to ask them? And I don’t mean a generic online survey that is sent out after each purchase or experience. I am talking about a legitimate program that you use day in and day out to collect feedback from your customers to better understand their needs/wants. Not only collecting the feedback, but also using it when making decisions that affect the company and/or your customers.

I recently had an experience with a company that does bulk shipping online. They had sent me a promotion, so I decided to give it a try. When the order arrived, I was extremely disappointed. The packaging was so terrible that the laundry detergent leaked all over everything. I immediately called the company to let them know that I was dissatisfied with the quality of my order. They sincerely apologized and immediately offered to refund the purchase, or apply a credit to the account for future use. I was so pleased with their immediate resolution that I decided I would take the credit and give them another chance. I almost NEVER do that! This time, I am really glad that I did. I placed another order last week and it was a complete transformation. The box was packed extremely well. It truly looked like it was hand delivered. They even added The GRIPPER® sealed ribbon to keep the items fresh and prevent liquids from leaking. This company went from falling short of my expectations to exceeding my expectations in just one order.

It was refreshing to speak to someone over the phone (without having to push a million buttons) and receive superb customer service. It was clear to me that this company listened to their customers and acted on their feedback.

Gain Actionable Insight

The CSAT program that we have at Ideba is very robust, and proves to be successful. You don’t know what you don’t know. After being involved in the CSAT program for 2.5 years, here are three of my consistent findings from several clients (different organizations and industries):

  1. Build a relationship with your customer—people tend to stay loyal to those they have a good relationship with
  2. Customize your approach—Don’t be generic. Not every customer is “one-size-fits all”
  3. Be proactive—share ideas, best practices and industry insights as part of your practice, without someone needing to ask

If you don’t take the time to ask your customers for their feedback, you aren’t taking their mindset into consideration. Bob Kharazmi—Global Operations Officer for The Ritz-Carlton Hotel Company—has said, “the key to success is engaged employees and awareness of customer mindset—which is actually three mindsets. One is a transactional mindset, the second is a relationship mindset, and the third is a loyalty mindset.”

If you don’t know what your customers want, and you aren’t taking the time to find out, you can kiss your loyalty scores and satisfaction scores goodbye. The more time you invest in finding out what your customer’s want, the more you can yield from the results.

Want to learn more about CSAT? Check out this testimonial video from one of our long time CSAT clients. If you are interested in learning about how we can help your company to identify strengths, weaknesses and provide recommendations, send me a note via email.

—Jenna Fuchs, Consultant