Turning Customer Feedback Into Actionable Insights

As an organization that seeks to serve the interest of your customers, nothing beats the thrill of meeting customers at the point of their needs and satisfying them totally. Organizations are in business to first and foremost meet the needs of their customers before profit maximization comes to the fore. If this is ever in doubt, why do organizations go to all manner of lengths to collect feedback from customers?

From suggestion boxes to paper reviews through online feedback tools, businesses use all these avenues to reach their customers to get much needed information to improve their operations. Why then does it appear that most businesses, in spite of these arrangements still struggle to give the customer experience that customers expect? Why is it that they constantly seem to fall short of customer expectations?

It is because most of the avenues for collecting such information do not make it easy for the customer feedback to be translated into actionable points. The process is cumbersome. Take a suggestion box for instance, after a week or month or even on a daily basis, the feedback collected must be read, grouped into various categories and then prepared as one document to be distributed to the various responsibility centres.

Information being interpreted stand the chance of misinterpretation. In collating various aspects of the feedback into categories, some feedback can be wrongly categorized. The margin of error is expected to be high in such processes but that is not the worst part unfortunately. What actually breaks the camel’s back is the fact that by the time all of this tedious process has been completed, customers have moved on to competitors, lost interest in such businesses or have looked for substitutes. Simply put, the customer was lost long before the process was completed!

To turn feedback into actionable points, a number of factors are critical.

KEY PERFORMANCE INDICATORS

The first and most important factor that sets the tone for actionable insights into customer feedback is to come up with key performance indicators (KPI) for the organization. This will set the standards for the feats an organization chalk with respect to customer satisfaction. It also provides a guide along which customers can provide their feedback therefore making information coming in easy to group and act on. For any organization to make meaningful strides in satisfying its customers, it needs to set parameters that form a basis of assessment and setting up KIPs is the best place to begin.

ORGANIZED DATA

Imagine customers put suggestions across along various key areas of concern to your organization as feedback and without lifting a finger, all these feedbacks are organized in a meaningful manner instantly, making it easy for your organization to take action. Well no need to imagine. We live in an era where these tools are readily available. Get one and take action now!

TIMELINESS

In an era where speed is paramount, customer feedback ought to be treated with the utmost urgency. Unfortunately, paper surveys and suggestion boxes do not cut it anymore. Having a tool that allows you to respond to a customer’s plight in real time is of the essence. Even if the customer has left the premises, the organization is able to respond and satisfy the customer in real time. Such feedback tools make it easy to attend to customer needs immediately.

Organizations should be able to set parameters for assessing their company through the establishment of key customer experience indicators. Feedback received based on these indicators must be organized, and in a timely manner making it easy to respond to customers instantly. Then and only then can an organization translate these insights into actionable feedback. iReviews Ghana Limited is one such organization that supports owners and management of various organizations who want to give their customers an experience worth coming back for.