In many companies, research into the customer experience is simplistic and ineffective, based on what I call the â€˜annual do you love us surveyâ€™. To be effective, experience-based research has to gather feedback at all the key stages where a customer does business with you, as well as the overall relationship. Monitoring customer interactions provides valuable information on how the company is doing; actionable data to drive continuous improvement. It is this cycle of feedback and improvement that underpins many companies’ success in building a loyal customer base.
If you’re only listening to your customers once a year, that’s the equivalent of only listening to your spouse, once every 12 months. If you told your significant other that you “cared” and “loved” them just once a year, do you think they’d still be around?