A lot of businesses and organizations have lost their customers and members not really because they don’t communicate but because the content of their communication does not resonate with their customers’ or members’ interests.
If a customer to your business or member of your organisation is kind enough to provide you with any information regarding your product, service or engagement quality, most times at their own expense, in the form of a complaint, suggestion or support ticket you should consider it a precious gem keep it and get the most value from it. But in reality, these invaluable data just lay unused in your organisation’s databases, email archives, Live Chat Transcripts, SMS Inbox and Recorded Phone Conversations.
Customer-centricity and user/customer experience have over the last decade a major focus area in the tech industry. Creators of communications/collaboration tools have, therefore, been deliberately evolving their software around people. At this point, the problem is neither the lack of affordable software solutions nor the availability of relevant data.
The problem most of the time is simply corporate culture – One interesting fact about corporate culture is that you can be deliberate about its development. But if you don’t, it will birth itself out of the daily interactions between internal and external members of your organisation and over time, the environment will define your organization’s corporate culture.
As organizations grow bigger, the founders naturally find themselves relating more at the corporate level and delegating the roles of relating with the people that pay the money to employees. In worse cases, only receiving the (often) biased feedback of Managers.
As a leader, you should deliberately develop a corporate culture for your organisation that encourages listening and truly putting the customer first by training and equipping your employees with the appropriate tools for curating feedback:
Training: It is important that you train your front-line employees to listen, connect with customers’ sentiments, collect data on how customers want to be served, and build valuable relationships with the customers rather than just being interested in at-the-moment sales – thereby imposing whatever is readily available. An angry customer during his rant might tell you how your competitor handles a similar situation efficiently.
Tooling: Deploying a Customer Relationship Management CRM solution that manages your engagement with customers for support, suggestions, complaints and feedback utilities. In an offline scenario, you can deploy Cecula Sync that enables you to receive these as SMS into a web portal and view your conversation history with each customer, stakeholder or member individually, across interests and product/service lines;
The right toolkit will help you to explore deep into the heart of your external stakeholders, innovate around their concerns and build solutions they want to pay for and introduce to others.