We hear the voice of your customers . . .
When considering customer experience, we often begin by taking a look at the marketing and / or customer service strategy to get a feel for how your organisation wants to engage with its customers or supporters. A good marketing strategy will give consideration to how you want the relationships with prospects and customers to be forged and developed over time. It will identify the target audience and customer segments and outline the customer decision journey throughout the customers’ lifetime interacting with the organisation from prospecting, acquisition, retention, reactivation and finally closure. It will set out what the customer experience should be along that customer decision journey.
Customer experience is often understood to be a function of what customers “do, think and feel” when they interact with businesses or charities. Whilst many customer experience service providers focus on what customers do, we believe it’s essential to also understand what customers are thinking and feeling as well as what they’re doing. We’re great believers in Maya Angelou’s famous quote “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel”. It’s therefore important to hear the voices of your customer and look at how your Voice of the Customer programme (VoC) is enabling your customers’ voices to come through to feed into strategic and operational plans. If you don’t have a VoC programme, we can work with you to establish and run one.
Ignoring what your customers want from your products or services can be damaging to your brand and revenue. While second guessing them means you may be off on a wild goose chase, solving problems that don’t even exist. If you can’t hear your customers' voices or aren’t even asking how they feel along the journey, you are at risk of either or both of these mistakes.
Our work enables you to hear all your customers clearly, including those in vulnerable circumstances, so you can build loyalty and equity – through personalised, relevant and timely communication. Our experts will work with you to review the customer journey, assess how that aligns with the marketing and customer service strategy and then identify the business challenges.
We run customer experience audits to identify what’s most important to your customers before working with you to implement practical solutions that will improve customer engagement and experience. Our audits will bring your customer voices into the room enabling you to see your service from the customer’s perspective.
The inclusion of customers in vulnerable circumstances may seem unimportant but our experience shows that they can become your most loyal customers and biggest brand advocates. With the Financial Conduct Authority having identified that over 50% of UK adults (October 2020) could be in a vulnerable circumstance at any one time, vulnerability is not just for the minority. Although we’re now through the height of the pandemic the numbers reported by the FCA suggest the numbers are still high at 24.9 million UK adults (that’s 47%).
We work with all kinds of organisations: B2B, B2C, not-for-profits and charities. Many of which return periodically as personnel and regulations change.
