Customer Satisfaction - Not What They Say But What They Do

If you are in charge of customer service strategy, of course you need to understand what your customers want and need. But surprisingly you cannot always rely on customers themselves for being accurate. They may not know what they want or what the alternatives are. What they say may not lead you in the right direction. But what they do, their actual behavior, can give you important clues as to what you need to change to improve service, satisfaction and loyalty.

The founder of Intuit, Scott Cook, put this technique into practice with his innovative Follow Me Home strategy. He would hang around a retail store until someone bought Intuit’s Quicken and then ask to follow the customer home to observe installation and initial use of the product. He watched the behavior of his customers and was able to gather real data on the difficulties they faced as they installed Quicken and what obstacles there were to speedy implementation. Then his team could address specific issues that threatened ease of use and ultimate customer satisfaction with the product.

Could he have gathered such information as easily and as accurately by just asking for customer feedback? Or by aggregating social media data? No…while useful, the information is just different. And that difference may provide you with the edge that you need.

Learn more at: http://www.lsaglobal.com/customer-service-strategy/