Cross Channel analytics is using data from different channels to understand the impact of each channel, as well as the interaction between them. In today’s market, cross channel measurement is vital for an organization to build a seamless, integrated data mix that maximizes the impact on consumers. Feedback Plus offers cross channel reporting using two specific resources: mystery shopping and customer surveys.
Step 1. Feedback Plus will build a mystery shopping program based on your training. Mystery shoppers go into your stores armed with specific questions you need answered using scenarios you create.
Step 2. Feedback Plus designs an online opinion survey so customers can share their most recent experience in your store.
When these two programs run concurrently, and the data is cross reported, benefits from both are multiplied.
Conducting surveys or mystery shopping should be based on a desire to change or take action.
Define your objectives. What action you are trying to take? Be specific.
Ask for actionable feedback, and ask for it as frequently as possible.
While binary questions are the easiest to use for compiling reports, don’t be afraid to include some open-ended opportunities on customer surveys so you get unique information and discover issues you could not anticipate. We code these comments and include them in reports.
Here are examples of some things you should find out:
- If you could change one thing about our service what would it be? Why?
- If you could change one thing about our products what would it be? Why?
- How does our product compare to competitors?
- weaker – why
- stronger – why
- What are a few words you’d use to describe our product or service?
- How likely are you to refer us?
Step 3. Thank the customers for their input. Customers have been trained not to give us feedback. We’ve taught them through years of lack of acknowledgement or action that giving feedback is a thankless task that has no reward for them. They are seldom thanked. They rarely see any impact on customer service based on their feedback.
Feedback Plus can manage an email program to personally thank customers for providing their opinion. These email responses will refer to their most recent visit and specific information they provided on their survey. They will know you heard them! And don’t think they won’t be shocked and tell their friends you are different. It’s another opportunity for word of mouth marketing. And all it takes is a personalized email response.
The perfect customer opinion and satisfaction program
is one that asks often and acts quickly.