With the introduction of artificial intelligence, real-time polling is growing in popularity. Internet users can provide their opinion at any time and in real time on all of their experiences. Moreover, survey analysis tools are evolving exponentially: they are more powerful and have become accessible and easy to use.
By using these technologies, it is now possible to take an accurate pulse of the customer’s experience. Avant-garde companies saw the potential of this gold mine for real-time analysis of their points of service and their competitors. Here are a few reasons for this keen interest.
EVALUATING UNIFORMITY ACROSS DIFFERENT CUSTOMER JOURNEYS
Customer experience has become a central point for companies that want to stand out and maintain exceptional profitability. If positively reinforced, a customer’s experience becomes a factor when building loyalty and makes it possible to ensure a certain uniformity across different customer journeys.
When it comes to assessing customer experience, the use of real-time online surveys has gained particular relevance. It gives you direct insight into what clashes during the customer’s experience throughout his or her purchase journey within the company. The customer’s impressions are direct, quick and instantaneous. These impressions can then be found on a single platform, making it possible, for example, to integrate comparisons and cross-tabulations with sales data. We can therefore offer analysis of exponential functions that allow us to capture each customer’s entire journey.
DETERMINING KEY CUSTOMER EXPERIENCE MOMENTS
Evaluating several elements of a customer’s experience in real time allows managers to stay focussed on consumer expectations and their key moments. In addition, there are very interesting text analysis tools that compile your customers’ recurring comments. Assessing the customers’ journey makes it possible to retrace the different elements that build loyalty, or, conversely, point out those that are problematic for customer loyalty.
TARGET MARKETING EFFORTS
It is important to use the information received to propose the necessary solutions via customer service. The purpose of evaluating the customer’s journey is to actively use the data to improve service as a whole and to ensure customer satisfaction.
It is also possible to determine buyer profile based on the data and thus target marketing efforts to increase positive consumer behaviour.
QUICKLY RESOLVE ELEMENTS OF DISSATISFACTION
A Leger study has proven that 97% of consumers who have a bad experience will share this with their entourage. Within this entourage, 22% will also share their friend’s bad experience with people they know. One single dissatisfied customer can thus have an adverse effect on a company, especially with the advent of social networks, which makes it possible to disseminate information instantly (learn more about this here). It is therefore not surprising to see companies equip themselves with tools that allow them to quickly placate a disgruntled consumer.
Some platforms allow managers to receive alerts immediately in specific dissatisfaction cases. These managers can then contact a detractor directly, with his or her consent, and attempt to resolve the situation. Problem resolution becomes more targeted and this results in substantial future profitability.
THE MULTIPLE ADVANTAGES OF REAL TIME
In their own right, the advantages of real-time customer experience assessments are numerous. Here is an exhaustive list of some of the many benefits of evaluating a customer’s experience in real time:
- Multi-channel evaluation
- Powerful data (sampling)
- Strengthening customer loyalty
- Maintaining satisfactory customer service
- Efficient management of detractors
- Keeping track of a problematic issue and quickly rectifying the situation
Leger Metrics solutions and services make the work of company managers easier. On a user-friendly Web platform, our team receives continuous feedback from customers and relevant information about company performance in real time. Please do not hesitate to contact our team for more information.