Eight Telling Changes in Consumer Attitudes and Behaviors
Factors such as loyalty programs and the use of technology are influencing consumers' decision to stay with or leave their providers.
Earlier this year I wrote a post about how some companies were neglecting traditional methods of gathering customer feedback, such as surveys, in favor of "listening" via social channels. This was a mistake, I opined, as companies need both unstructured and structured feedback to improve the customer experience.
While that's true, it doesn't get to the heart of the matter. Any kind of feedback is useless if companies don't actually translate it into action.
Customer Experience Matters blogger Bruce Temkin makes this point in a recent post about the death of enterprise feedback management. Temkin says enterprise feedback management is evolving into what he calls customer insight and action (CIA) platforms. He lays out the key differences between the two, which include:
Temkin hit on similar themes in an earlier post on the growing sophistication of voice-of-the-customer programs. In it, he outlines what he calls the "six Ds" of effective VoC programs: detect, disseminate, diagnose, discuss, design and deploy.
Some of the key takeaways: