Good customer listening is now vital for any company wishing to sustain its business and stand out from its many competitors. Beyond strengthening customer loyalty and retention, good listening to one’s clientele allows the company to design the offer closest to the expectations of its target.
A simple satisfaction questionnaire is no longer sufficient today to obtain relevant insights and information that contribute to a real evolution of the offer and an improvement of the brand’s services.
Trustt offers you six actions to implement to be at the forefront of customer listening and offer the perfect product to the right target!
Table des matières
1) Customer Reviews
Consumer reviews are undoubtedly the best source of information to know the real expectations of your customers. They allow you to analyze the experience during the use of the product and to know if the offer has met the requirements of the users.
Customer reviews thus allow:
- To implement a potential marketing strategy for improving the offer if the product has not satisfied customers on all points,
- To improve customer relations and service quality,
- To engage the community by allowing them to express their level of satisfaction or suggestions for improvement,
- To obtain valuable data on customer expectations for future products.
The analysis of these customer reviews can be a good communication axis for brands that can use it to show their community that they are listening to consumers and their experience feedback. On different communication channels such as social networks or newsletters, companies can thus affirm that the analysis of customer reviews has allowed a certain type of improvement on the product.
To collect particularly detailed and authentic reviews, companies can use a solution like Trustt which guarantees them 360° reviews taking into account all the characteristics of the product! The Trustt SaaS solution thus offers brands the best tools to excel in customer listening and know the real expectations of their target.
Example of a customer review collected by the Saeve brand using the Trustt solution
2) Customer Satisfaction Surveys
Customer satisfaction surveys represent the most used solution by companies to obtain information on the satisfaction level of their clientele. The implementation of these questionnaires is indeed simple and inexpensive, as customer satisfaction surveys can be communicated on different platforms: in a customer newsletter, by SMS, on the e-commerce site via a pop-up…
Satisfaction surveys can intervene at any moment of the customer’s purchase journey: they can be sent by customer service teams after the purchase to ensure the quality of the overall experience, but can also intervene from the first stages of the purchase process. For example, these surveys can concern the product search stage, to allow brands to know if the navigation on the site was judged pleasant and optimized or not. These surveys can also appear following a request for additional information on the product via the help support.
Satisfaction surveys are therefore widely used because they are accessible to any company and not time-consuming for internet users. However, they should not be the only source of customer listening as they rarely allow obtaining precise and quantifiable information on customer requirements. Moreover, they do not always offer interlocutors the opportunity to express themselves in a constructive and complete manner.
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Trustt is a digital marketing solution that allows you to create a virtuous circle between your brand and your consumers.3) Social Networks
Unlike satisfaction surveys, social networks give free rein to the community’s imagination… who express themselves as they see fit!
It is therefore an excellent way to listen to one’s customers by analyzing their posts on social media. Not only does it boost the e-reputation of the brand, but User Generated Content (UGC) also allows the company to refine its targeting strategy by obtaining information on the expectations and requirements of the community. These are also good tools for measuring and analyzing customer satisfaction.
Social networks also offer brands the opportunity to provide a response to complaints or other customer feedback. Thus, even if a user’s experience was not optimal, the brand can still turn this testimony to its advantage by responding to its critic. For example, it can offer them a more suitable product, apologize and show that it is attentive to the satisfaction of its community.
It is therefore easy to improve customer relations by being accessible and close to one’s audience on social networks. Brands can use private messages to interact with internet users, and why not reshare audience posts on the brand’s official account so that the community feels valued and heard!
By allowing brands to obtain an ambassador program integrated into their e-commerce platform, the Trustt solution enables them to gather genuine ambassadors who amplify the reach of their products and share their values. Thus, ambassadors share quality and authentic content on social media and allow brands to boost their online visibility and engage their affinity audience!
4) Case Studies
Is a customer satisfied? Why not interview them orally to collect their verbatims and personal opinion on the product or service?
Personally asking a customer to share their testimony about their user experience helps establish a close and trusting relationship between the company and the customer.
The latter will feel particularly valued, heard, and privileged to be invited to share their opinion. This valuable testimony can then be used by the brand as a mark of quality and be shared on various communication channels, such as the company’s website homepage, social networks or be included in its email marketing campaign.
At Trustt, the most loyal customers are highlighted in case studies available on the trustt.io website. For example, the marketplace My Maquillage explains how the Trustt solution helped them launch a new cosmetic marketplace in a highly competitive sector!
Extract from the customer testimony of the My Maquillage brand
5) The Chatbot
If your e-commerce platform has a chatbot system or support allowing the user to interact with your teams to ask questions or report a bug, this will contribute to simplifying and optimizing their browsing experience and purchase journey. Listening to your customers indeed starts well before the shopping cart validation!
It should not be forgotten that most users are ready to abandon their cart if they cannot easily and quickly find answers to their questions on your website…
The Trustt solution offers various help features to facilitate the user experience
6) Customer Service
Finally, the work of CSM teams (Customer Success Management) is essential to the proper functioning of customer service. An interlocutor who reports a problem in their user experience actually represents dozens of other internet users who faced the same problem but did not bother to contact customer service.
The role of CSM teams in customer listening therefore does not stop at managing the problems of dissatisfied customers, but allows detecting all imperfections in the process of using your service and defining actions to be taken to improve the customer experience.
Trustt multiplies support services to ensure the best experience for users of the solution: available and attentive CSM teams, appointment scheduling directly from the software, a help center, regular workshops….
Definition: Customer Listening, a Quality Improvement Approach
Customer listening by definition refers to all the tools put in place to collect data related to the real expectations and requirements of potential customers. Good customer listening allows companies to design the most suitable offer for their target’s needs, refine their targeting strategy, or even implement a community co-creation approach.
