Customer experience (CX) is becoming a differentiator. While companies rely intensely on customer feedback to gauge satisfaction, the actual experience the customer has is much more powerful than survey feedback. It is important for businesses that seek to differentiate and create phenomenal, memorable experiences to learn to merge and balance feedback with individual experience. In this blog, we’ll explore the importance of both factors, how they influence brand perception, and why striking the right balance is the key to long-term success.
Customer feedback is a treasure chest of information that gives companies a chance to use their findings to help them do better and keep improving. From NPS scores and online surveys to social media posts, feedback points out areas of pain and opportunity. It's estimated, based on Microsoft research, that 77% of customers like brands that listen and react to feedback. When they listen and react, they demonstrate that they care about making customers stupidly happy. Feedback isn't perfect because not all experiences are uttered through surveys. Merging analysis of feedback with action early to optimise service makes us attuned to what customers really want far more widely.
An effortless, excellent experience will often make a lasting impression even when no formal feedback is given.
The studies show that 86% of consumers will pay extra for a better customer experience. From simple-to-use websites and personalised suggestions to efficient support channels, each touch point contributes to CX. Apple and Amazon are top-performing brands that are centred on satisfaction and convenience first, thus guaranteeing customer loyalty and advocacy. Feedback can provide insights, but consistently delivering positive experiences guarantees return, referrals, and loyalty to the brand.
Over-reliance on feedback in the expectation of not enriching the experience leaves doors open for stagnation.
Steering clear of engagement with feedback threatens to miss out on critical points of enrichment. Successful organisations maintain an equal balance. For example, organisations use customer feedback sentiment statistics to enhance service delivery and leverage experience learnings from AI in a positive way to enhance experiences. Firms that apply customer experience and feedback metrics, according to Gartner, have a 25% higher rate of customer retention. The secret is to place feedback into an ongoing process of improvement without sacrificing customer focus.
Unless businesses apply the feedback, the feedback will never make any sense.
There are certain firms that get stuck in collecting data but do not do anything about it and therefore end up frustrating the customer. And I have seen people trying to manipulate feedback to be artificially positive rather than fixing the problems that people are facing. Inconsistent experiences can shut down even the best feedback. A commitment to provide improved CX, underpinned by actionable insights, is what ultimately wins brand loyalty. CX leaders know that feedback may give direction, but experience creates lasting value.
In the war of experience and feedback, no one disputes that both are required.
Feedback gives insights, but experience builds long-term value. Organisations who listen carefully to what is being said, improve along with times, and put utmost importance on out-of-the-world experiences really dominate this game of competition. We at XEBO.ai empower organisations with AI-based solutions that review feedback in real-time and optimise customer experiences.
Ready to take your CX strategy to the next level? Schedule a free demo with us today and find out how our AI-powered platform is going to transform your customer journey!
