Today we’re supporting ReciteMe to raise awareness of the online support available for people living with disabilities. We first became aware of ReciteMe when we were looking for solutions that organisations can put into place as a reasonable adjustment for their customers / supporter / donors / beneficiaries who need extra support when interacting with them online. Having heard the story behind ReciteMe we knew that the solution came from a lived experience and a proven need. When we saw JUST how easy it is to install on a website we were bowled over and immediately arranged to add the tool to our site.
It's really important to think through the whole customer journey and to consider the different paths a "non-ideal" customer may take when trying to take an action.
When clients talk to us about running a Customer Experience Audit it’s often because they want to check how one part of their planned customer journey is working. They’ve made a change, or something isn’t working as they’d like it to, and they want to get a clearer picture of what’s going on from the customer’s perspective. Unlike a traditional mystery shopping process which will deliver against an agreed set of questions and give you quantitative results, RBL’s Customer Experience Audits (CEAs) take a broader approach focussing on the qualitative and uncovering feelings, attitudes and emotions that your customers experience when they interact with you.
Why hearing your customers voices can be the difference between success and failure.
This afternoon I’ve been recording a Podcast for Dom Hawes-Fairley and Simon Quarendon at Selbsy Anderson with fellow panellists Shane Redding of Think Direct and Nick Taylor of Emerson. Our topic to debate was “Customer Satisfaction Surveys are Garbage”. It was a fun hour+ of chat with some serious questions being asked.
The debate which got us all going was the conversation about a restaurant owner who despite surveying his customers with a “How was everything?” at the end of the meal, ultimately went out of business, because no one was prepared to tell him that his bread rolls were stale. They told plenty of other people and potential customers but not the restauranteur himself. He’s probably still wondering why he lost his business even now.
It provoked a couple of thoughts for me in that he was surveying his customers, but he wasn’t getting meaningful data. So why was that?
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