Today, the Customer Satisfaction Scorecard is changing at break-neck speed and many brands are being left in the dust.
What is causing the change in the scorecard’s DNA? Consumer expectations that go beyond the traditional bare bones of customer satisfaction categories: product/service, delivery, price, customer services, etc. This new set of expectations is being driven by consumers’ participation in the digital space – from social networks, to gaming platforms, to mobile devices.
The new Customer Satisfaction Scorecard categories include brands’ ability to play in the digital space and:
- Show up and bring their A game: Consumers expect brands to “show up” whether it’s the social network du jour or mobile device of their choice. They expect brands to bring their A game by employing creativity in everything from innovative user experiences on Facebook, to engaging contests on Pinterest, to full-fledged shopping experiences via smartphone or tablet….and at minimum, they expect optimized mobile websites.
- Pay attention and respond: Consumers expect brands to pay attention to what they are saying. In other words, consumers expect brands to listen to their feedback posts on Facebook or Google+. They expect brands to take criticism like pros and not get defensive. Moreover, consumers expect brands to say “thanks” when consumers have posted positive comments or shared with their network – yes, customers expect brands to be grateful when they take the time to say something nice about a brand’s products or services.
- Add value: Consumers expect brands to offer valuable content and practical functionalities via digital channels whether it’s instructional videos on YouTube, gaming apps on Facebook, check-in specials on FourSquare, or points on Shop Kick, etc. In a time deprived world, shoppers want to make the right purchase decisions, and they trust the experiences of other shoppers, so when consumers see embedded consumer reviews on branded sites, well…their lives just became easier.
The categories have evolved, but the goal is still the same: positive word-of-mouth (WOM), and guess what? Adding digital to your Customer Satisfaction Scorecard can give your brand WOM in spades; thereby helping you increase the number of loyal enthusiasts who promote your brand. However, first you’ll need to meet their digital expectations, and it’s not as simple as creating a Google+ page.
Meeting customers’ digital expectations that enhance your Customer Satisfaction scores starts with the creation of a sound digital strategy hinged on consumer insight derived from meticulous technographic profiles and persona analysis that maps consumers’ needs and desires. This strategic groundwork sets the foundation for creating the digital connections your customers want to have with your brand thereby enabling your brand to create the very experiences that will garner your brand high Customer Satisfaction scores. Getting this right will not only increase your Customer Satisfaction scores, it will also fuel customers’ passions to then sing your brand’s praises through every device they use and every social network by which they connect with their friends.