In recent years, there has been a radical shift in customer experience as brands have learned to use technology to analyse consumer behaviour. Advances in technology have allowed companies to gain vast amounts of insight, which (if used correctly) can dramatically improve the service they offer, leading to increased loyalty and profits.
According to research by Accenture, 66% of people spend more money with brands they love. Not only that, but 81% of consumers want brands to get to know them and understand when they want to be contacted. In a retail environment, this requires emotional intelligence, confidence and some quality training, but what about online where assessing emotions can be even more challenging? That’s where Messrs. Hibbeln, Jenkins, Schneider and Valacich come in! In their study, which used Amazon’s Mechanical Turk and mock e-commerce websites, they were able to infer negative emotion from mouse cursor movements, which could then be used to optimise the user experience and potentially decide when not to target a customer with ads.
Emotion has a massive part to play in customer experience, purchasing decisions and loyalty. Relaxed consumers are more likely to take in, recall and like an advertising message. This method of predictive analytics could unobtrusively assess how customers are feeling, improve websites and lead to increased purchases – all without a consumer noticing!
So that’s online, but how can insight be used to improve face-to-face interactions? The first and most obvious answer is to ask your customers how they feel about your brand, people and overall experience. Customer satisfaction surveys can come in many forms, but there are so many companies that simply aren’t measuring what’s happening, which means they don’t know if they’re getting better or worse. NPS has been the go-to for quite some time now, but there are plenty of other options, including SIMALTO (Simultaneous Multi-Attribute Level Trade-Off) questioning. This is a survey based statistical technique used in market research that helps determine how people prioritise and value the attributes of alternative product and/or service options. Customers can rank the service currently being offered, but it also gives a deeper insight into what they really want and where the biggest improvements could be made to add the most value.
The last (arguably most important) piece of insight that will lead to improved customer experience is an employee engagement survey. The service profit chain demonstrates that happy employees are more likely to be productive and stay with the business longer, leading to satisfied, loyal customers and profit. If you don’t know why your employees turn up to work every day or what motivates them, there’s a huge opportunity to help them reach their full potential, which will deliver long-lasting rewards for your business.
At Brand Biology, we help organisations improve their employee and customer experience. If you want to make sure the best versions of your employees are turning up to work every day, just get in touch.