Customers are the bread and butter of any successful business, and without them, it simply can’t exist. A good Customer Experience, or CX, is crucial for retaining existing customers and driving new business. Within each customer are priceless insights into your products, customer service, communications, and marketing. With a good understanding of this, you can fully map out your CX and customer journey. It is from here that you can begin to make improvements to the experiences your customers are having.
One of the top priorities of any business should be customer feedback, as it is imperative for improving CX. You want to know what your customers love about your business, but even more importantly, you want to know what they don’t love too. This is ultimately the key to a long-lasting and healthy business, and at the heart of this is providing the best customer experience possible.
When you are looking for the top feedback software companies, there are a lot of things to consider. In this guide, we have listed some of our favourite types of software that can help you improve your customer experience.
Customer review software
There are a few different ways that customer review software can work. Predominantly though, we have open-ended and closed-ended platforms. Open review platforms are a tried-and-tested formula for customer reviews. Still, the ability for anyone to show up and leave a review on these websites can often leave quite a polarised impression. Usually, you’ll find only super happy or unhappy customers are taking the time to leave reviews. It’s also challenging to manage fake reviews on open-ended platforms, and these can skew a company’s ratings and produce misleading data.
Alternatively, closed-ended platforms provide a space for customers to leave reviews only once they’ve made a verified purchase. Not only does this ensure that all reviews on a platform are genuine, it also encourages more customers to actually leave reviews in the first place. And crucially, it avoids the skewed reviews of open-ended platforms.
Website behaviour analysis tools
Another great way of improving your CX is by analysing your website, or more specifically, analysing the way your customers behave on your website. A number of excellent website behaviour analysis tools are available that can help to point out any pain points or drop-off points that your customers may be experiencing, and make sure they aren’t missing any valuable call-to-actions.
By using anonymised visitor recordings, click maps, heat maps, and scroll maps, website behaviour analysis tools will flag up any of these issues, often providing on-page surveys to your visitors that can help with the analysis. Once all the necessary data has been collected, any potential solutions to the issues it finds can be tested and implemented right away.
Perhaps the ultimate method of improving your CX is the old-fashioned way: by simply asking your customers how they feel. Voice of the customer, or VOC, software is a customer feedback tool focusing on the needs, understandings, and expectations of your customers which can help you make product improvements. When used in conjunction with open-ended and closed-ended review platforms, VOC software gives you a well-rounded assessment of your customers’ wants and needs.
VOC software comes in many different forms. It could be as simple as an email, in-app or on-page surveys, or it could be root cause analysis or emotion analysis. Ultimately, you want to understand the experience your customers are having with your site or app at the deepest level, and there’s no better way of achieving that than by simply asking them yourself. There are various VOC tools out there, with features like native text analysis, emotion and intent analysis, advanced customer insights, trend, pattern and loyalty insights, and more.
Constantly chasing new customers is a costly endeavour. Typically speaking, it can cost anywhere from 5 to 25 times as much to find a new customer as it does to retain an existing one. If you want to avoid these costs and keep your customers around, the best way to do it is by providing them with the best CX possible and give them a reason to choose you over your competitors.
One of the best ways to improve your customers’ experience is by asking them what they want and analysing the ways they engage with your website and products. You can bet that your competitors are doing the same, so to make certain you aren’t left behind, be sure to use tools like these to gather feedback and analyse their experiences. All of the above suggestions provide the perfect means to do just that. On their own, they can be handy tools to give you an insight into the patterns, behaviours, wants and desires of your customers. But together, they make for a powerful understanding of how to give your customers the best experience possible and keep them coming back time and time again.