Customer satisfaction goes way beyond CRM – so get their thoughts on how you're doing

(Jan 27 2010) ERP Blog

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Technologies: Cloud Computing, CRM, CRM Blog, ERP, ERP Blog, Green IT, on-demand, SaaS, web-based
  1. Customer satisfaction goes way beyond CRM – so get their thoughts on how you're doing

    Knowing what your customers think about your company through their online feedback is a very helpful tool – so don't forget to ask them


    By Todd R. Weiss      ERP Blogger


    You spent all that money on customer relationship management (CRM) tools and you're probably feeling good that you're staying in touch with your customers and maintaining those relationships better than in the past.

    Well, that's true to some degree.

    But if the only improvements you've made are fancy new CRM tools, improved employee training and easier ways for your customers to communicate with your company, then you're not doing all that you can do.

    You also should be asking them about how their experiences are when they deal with your company, whether they are placing an order, paying an invoice or talking to someone in customer service.

    That's right. It's no longer enough just to help your customers. Now you also have to be sure to ask them if you are helping them in the ways that they need to be helped.

    It's all part of staying ahead of your competitors and ensuring that your customers stay on as your customers. If you don't keep them happy, they can always go somewhere else to buy what they need.

    It's like asking someone out on a first date. Once they say "yes" to going out with you, then the hardest part is already done. See, they actually want to spend time with you as evidenced by their "yes." But keeping them around and continuing to date you, now that's where continuous feedback really helps.

    That's where you have to go a bit beyond traditional CRM into the world of Web satisfaction surveys, where your customers are surveyed online via your corporate Web site as they make purchases or check out your products.

    What? You are shocked that there always seems to be even more that you have to do to keep your IT systems ahead of the game? Ha! Well, get over it and get to work.

    Companies in the Web satisfaction survey marketplace include Keynote Systems, OpinionLab Inc., iPerceptions and Confirmit, all of whom provide different kinds of Web-based customer satisfaction surveys and input gathering tools that can help your business continue to grow with the help of your own loyal customers.

    Carol Farnsworth, senior director of customer experience at San Mateo, Calif.-based Keynote, said that gaining customer feedback as they scour your Web site, place orders or even just search for needed products can be a giant tool for businesses because it can forge your relationships with your customers.

    "All of that is so important to do because you want to catch people's impressions and thoughts as they are interacting with the Web sites," she said. "It's not a point-in-time feedback. It's continuously listening to your customers. It’s a conversation that you're having with your customers."

    For businesses like yours, this kind of real time customer feedback can be huge, Farnsworth said. "If they're not finding what they're looking for on your site and telling you that through a pop-up feedback survey, then you can ask yourself, 'are we even offering the right product mix?' Peoples' needs change, so your customers' needs are going to change over time. The only way you will know is to have some kind of forum for them to communicate with you."

    You've likely seen these kinds of pop-up customer surveys appear on Web sites you have visited. Maybe you've avoided them or maybe you've clicked on them and gave your input. They may ask questions about your user experience, what you are looking for or for your thoughts on the site's layout and design.

    For your own business, think about the valuable information you can get out of this, straight from your customers.

    Remember, your IT work is never done. There are always new features and possibilities to research, evaluate and integrate into your systems.

    A happy customer is a returning customer.

    Don't believe me?

    Go and see if your competitors are doing this stuff on their Web sites.

    The more information you have, the better off you will be in the future.

    Just ask your customers.


    Todd R. Weiss is an award-winning technology journalist and freelance writer who worked as a staff reporter for Computerworld.com from 2000 to 2008. He spends his spare time working on a book about an unheralded member of the 1957 Milwaukee Braves and watching classic Humphrey Bogart movies. Follow him on Twitter @TechManTalking.

     


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