What do you know about your customers?
Well, thanks to the vast armoury of available tracking and analysis tools you probably know a lot. Certainly you’ll have the all the key metrics – bounce, conversion, dwell time, etc – at your finger-tips, and thanks to cookies you’ll be able to drill down to individual visitors in terms of where they go on the site, how often they return and their transactional records. Thus, you can personalise their experience and as you gather more information that personalisation becomes more accurate by using our customer feedback survey collection services.
But do you know what your customers think? That’s a trickier one. Yes, you know the percentage of bounces for the home page and abandoned shopping carts, but that’s not the same as knowing why your customers are behaving in a certain way. And if you don’t know that, how can you make improvements?
Beyond Statistics:
Smart businesses look beyond the raw statistics and listen to what the customer is actually saying. Live engagement tools, such as chat provide an excellent means to gather real insights into the consumer’s experience of the brand.
Think of it this way. When a customer clicks on a chat button and engages with an agent, subsequent conversation could provide a goldmine of business intelligence. At one level you learn about a huge amount about the individual. For instance:
1.Product sought and why?
2.Interests
3.Location
4.Reasons for visiting the site
Equally important, you – or your agent – will also learn a lot about what the customer thinks of your site. Is it, for example:
1.Easy to navigate?
2.Attractively designed?
And if it doesn’t happen to be easy to navigate and if products are difficult to find, you can take action to improve matters.
A Case Study:
The truth is that all this valuable information could well be lost unless you have some way of capturing it and turning raw data into useful, actionable information. The problem is that customer feedback is “unstructured” in that it stems from conversation rather than a carefully conceived survey process. So how do you collect this qualitative data and make sense of it?
One answer is to identify recurring issues. For instance, Snapfish – a hugely successful company providing a range of services and products around digital photography – engages with customers via chat and analyses the transcripts to pinpoint the most common problems faced by users of the site. Speaking at London conference, Snapfish Chief Customer Advocate Kirsty Traill explained how customer conversations had provided insights into problems with the company’s online photobook creator function. For instance, customers were having difficulties uploading photos, saving completed books and customising page colours. As a result of these insights, Snapfish improved the system by speeding uploads and making buttons clearer.
Snapfish uses its own data analysis software, but the HelpDesk247’s Insights package also provides the means to capture and analyse data from calls, chat sessions and multi-media engagements to provide actionable information.
And by analysing unstructured data, you really can find out what your customers are thinking.