Customer satisfaction should increase? Know that you are falling

We see more and more renowned brands realizing the importance of a robust, scientific analysis of customer experience when it comes to understanding the complex omnichannel consumers. In fact, leading brands seek to get insights into the experience of their customers. But with more brands paying attention to the customer experience, satisfaction rates should not increase? Because they are not! What we are seeing is the consumer satisfaction index falling year after year.

First, let’s leave the survey data “Experience Index Answers ™ Retail Edition of the United States 2014″ speak for itself. If you care about the customer experience, this research is worth reading. The study measures the customer experience with major US retailers, which are among the TOP 500 Internet Retailers, web and mobile, and the TOP 100 list Shops Retailers NRF (National Retail Federation). In analyzing the data, we find that the overall satisfaction of the consumer in the retail sector fell – from 79 points in 2013 to 77 in 2014. And as a single point of satisfaction can translate to millions of dollars in revenue for brands two points is very substantial.

Then let’s look at ForeSee Reference Index on the “Customer Satisfaction with Websites”. This internal benchmark incorporates all the industries that we measure, and includes approximately 700 of the leading digital brands, B2B and B2C, using the ForeSee continuously to measure and manage the consumer experience – and also shows a similar decline year after year indices satisfaction of general customers.

In both examples, the data point to an undeniable fact: B2B and B2C consumers are becoming much more demanding in assessing the experiences they have with your brand.

My own experience, both as a professional digital marketing, who regularly interacts with representatives from a list of recognized brands in the market, and as individual consumers, strongly support this sentiment. Just think about how you and those around you become more “digitally savvy” over the past few years, even older. Knowledge of the consumer and therefore their expectations have definitely grown.

In general, the digital consumer B2C, which recently had difficulty sending an e-mail with attached file, is now intelligently criticizing your mobile site on your tablet versus the experience you have in the PC with the desktop version, or complaining on the layout of your site’s navigation menu.

Recently spoke with one of our clients on this index and reached another significant reason for the overall decline in satisfaction, just because the brands are paying more attention to the voices of their customers and measuring the customer experience to gain valuable information does not mean we are acting on this information to optimize their experiences appropriately and with a high level of urgency.

The user experience needs to be measured continuously and the information gathered must become actions quickly, because with consumer expectations constantly rising, this knowledge is life. Brands are leaving revenue on the table and losing market due to not take advantage of the information and do not act urgently to consumer experience.

So it is important to continuously measure the customer experience across all channels, using a proven methodology of measurement that will not only tell you where you are, but how you should prioritize customer experience enhancements to keep pace with growing expectations of today’s consumers . Brands not continuously measure and do not react constantly are just “chasing prejudice” and probably will see a drop in their customer satisfaction ratings over time.

Moral of the story: scientifically measure, analyze effectively and optimize quickly and accurately to create the best world experience for the customer, satisfying your most demanding brand advocates, customers and prospects. Increase your customer satisfaction score – while your competitors are falling – can open doors to vast opportunities.

Full article: http://corporate.canaltech.com.br

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