The overall consumer or user experience you provide consumers is one of the most important things for you to consider as you go about building and growing your business.
What is consumer or user experience? It is all about your customers, and it is backed up with the numbers. This begs the question, “When was the last time you actually tracked the customer experience?” Do you know how people feel? Do you have the proper metrics?
In this article, we look at five signs your company needs better consumer experience data and discuss ways to get it. First let’s look at consumer experience and its importance.
The Consumer Experience Defines Your Business
You need to know about the overall consumer experience because it helps you really understand your users.
Consumer data shows you want to know what your customers value, what they need, and how you are meeting those desires. Overall, the user experience you provide improves the quality of how your customers interact with your business.
Consumer Experience Data Informs You
Are you making your customer experience too difficult? Do you make the overall process of dealing with your company online or in person too challenging?
By using surveys to get better consumer experience data, you can learn whether or not there are roadblocks or break downs in the overall customer journey. (tweet this)
For example, are your products lacking? Do you provide good enough customer service? You’ll also be able to learn whether or not customers are rapidly abandoning your online shopping carts. You can find out if your in-store service isn’t meeting customer expectations.
By creating a data strategy, you can learn more about your consumer experience to better your business.
Now let’s look at five signs your company needs better consumer experience data.
#1: You Don’t Know Your Net Promoter Score
If you have never sent a survey to learn your Net Promoter Score, you’re doing your business a disservice. Or perhaps it’s been a while since you set an NPS survey. If so, you really want to put a strategy together.
Collecting this data is key to improving your overall customer experience.
In fact, the Net Promoter Score is the most common metric that businesses across the world use to measure consumer experience. It is usually very accurate.
This survey has one question, and it asks this: “How likely are you to recommend this company to a friend, family member, or colleague?” The NPS survey asks respondents to rate the answer on a scale of one to 10.
When you have this consumer experience data, you know what’s working and what isn’t so you can create the most positive experiences for your customers.
#2: Your Sales are Slipping
Looking back over the last quarter or the last year, you might notice that your sales are slipping. Your business isn’t growing any longer, and your sales are dropping considerably.
If your sales are slipping, it could be that your consumer experience is faltering.
Businesses that focus on user experience generally don’t see drops in sales. They continue to grow and increase their revenue. Why? Because customers are happy with the products and the service.
So, if you aren’t making money anymore, it’s time to gather some consumer experience data so you can turn things around.
#3: Your Customer Retention Numbers are Falling
Have you noticed that the majority of your sales are to new customers instead of repeat customers?
If your customer retention numbers are slipping, you aren’t doing a good enough job of keeping your customers, so they want to continue to do business with you.
It’s important to know how many of your customers return for a second or even third purchase. If your overall customer experience is top notch, your customers will return.
It is always cheaper to keep a customer than it is to get a new one, so it’s definitely time your company needs better consumer experience data if your retention numbers drop.
Increasing customer retention is good business and can increase your profits.
#4: Employee Morale is Low
Did you know that happy employees usually always provide excellent customer service?
So, if your employee morale is low, this can lead to negative things for your business. This is another sign your company needs better consumer experience data.
It’s important to track your employee satisfaction. Doing this can help you know how this will trickle down to your customers.
The employee satisfaction survey is a relatively simple survey to send. You want to know if your team is happy in the workplace and satisfied with their jobs. Ask them to rate it on a scale of one to ten. Then, ask them to tell you why they answered this way. Anonymous surveys work best here.
Low employee morale is another sign you need better consumer experience data.
#5: Your CSAT is Low
If your customer satisfaction score (CSAT) is low, this is another indicator you need to know more about the overall user experience.
This core is a key indicator or your company’s performance. It tells you ow satisfied your customers are with your services, products, and with your overall business.
Bottomline, if you sent your customers a CSAT survey, and it was low, it’s time to make a few changes.
The average satisfaction score of your customers is so important to growing your business. Once you know this, you can again make changes to improve your service and your products to move your company forward.
Final Thoughts
Now that you know five signs your company needs better consumer experience data, you can work to put together a strategy for measuring overall customer satisfaction and loyalty.
If you feel like you’re spinning your wheels, your sales are plummeting, and you aren’t retaining your customers, a user experience data strategy can really help.
Conduct your surveys and analyze your data. Create a strategy for collecting consumer experience data on an ongoing basis.
You’ll find this helps you move your business forward and continue growing and building your business.
Surveys can help you get valuable data about your consumer experience. You can then use this feedback to improve your business. Are you ready to get started with your Survey Town account? Start with your account today.
Image: Charisse Kenion on Unsplash