Keeping up with the success of the various touchpoints of your customers’ experiences with your company shouldn’t be overwhelming.
But in many organizations, it is confusing.
You’ve got Bob from Operations focused on making changes to the customer experience based on objective feedback from mystery shopping reports.
Abby in Marketing looking at the data from customer surveys and creating her own plan of action to present to management based on subjective, but real, customer experiences.
And there is Terrez in Human Resources monitoring employee comments. He wants a whole new set of standards to be put into action based on employee observations – and the accompanying training that will have to go along with it.
Each of their ideas is likely real, valid and workable. But then comes along Harry in finance who says, “Uh … can’t all happen at once. Most of these ideas can’t happen, ever. Budget doesn’t allow it.”
At that point, in many firms, it becomes a competition of which department gets their plan to the forefront and ‘wins’.
Unfortunately, however, it’s usually the customer, and then the bottom line, who loses.
Centralization Creates Powerful Data
Strong organizations, those best positioned for growth and expansion, have integrated systems where all the feedback sources dump into a centralized department and dashboard.
The data is not autonomous and owned by only one department.
Centralization of feedback resources allows for the ability to track and trend the most important issues at all levels. This approach creates Powerful Data.
- Powerful data that can be managed effectively,
- Powerful data that can be acted upon.
- Powerful data that can be used to create a corporate environment that consistently presents great customer experiences.
Data that will tell you what your customers really want.
Data that will help you to create loyal customers and help you understand why customers leave.
Data that will help you to integrate the results of all of your studies to help you align your feedback systems with plans for new ways of doing business.
Stopping the confusion and the competition doesn’t take a major overhaul in the way you do business. All the pieces are there.
Bob, Abby, and Terrez need to develop a team approach to the management of their data. Find a reputable research company and platform to combine the results of their surveys and studies. One that will showcase the company’s strengths and weaknesses, allowing them to create a plan of action to create great customer and employee experiences.
And then check with Harry on how much money is available to kick that plan into gear!
Does your organization have a centralized location to manage your feedback and survey data?
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