Why listen to your customers?
Listening to your customers isn’t just about gathering a few online reviews or going through some survey responses.
It’s about fostering a two-way conversation where you understand their pain points, expectations, and the little things that can make a big difference. By doing so, you’re not just ensuring a customer is heard; you’re creating opportunity for business growth.
Why listening to your customers is essential for your business
- It strengthens relationships: When a customer realises you’re genuinely interested in their feedback, they’re more likely to stick around. It’s the same as any relationship. Listen, act on what you hear, and watch the bond strengthen.
- Your business will improve: Feedback isn’t just about praise. Constructive criticism is useful for any business wanting to grow. Identifying areas of improvement can improve your service, inform projects, and change your marketing outlook.
- You’ll stay up to date: SMEs in the UK are in a constant race to outshine competitors. By understanding your customer’s needs, you’re not just keeping pace; you’re setting the pace.
Benefits of integrating Customer Voice into your business
In the ever-evolving business landscape, having a finger on the pulse of your customer’s thoughts and feelings is no longer just a ‘nice-to-have’. It’s pivotal. Customer feedback, when collected and used effectively, can be a catalyst for big changes within your business. Here’s how:
Enhanced decision making
When you’ve got direct insights from your customers, decision-making becomes more focused. Whether it’s choosing a new software tool, or refining an existing one, having customer input ensures your choices are aligned with their needs.
Better customer satisfaction
Customers appreciate it when you act on their feedback. It shows them that their voice matters and you’re committed to giving the best experiences. By constantly refining your services based on their insights, you’re not only meeting, but often exceeding their expectations.
Operational efficiencies
Feedback can shed light on bottlenecks or inefficient processes within your systems. By addressing these issues, you’ll increase operational efficiency and find cost-saving opportunities.
Fostering innovation
Customers can be a source of fresh, innovative ideas. Their unique perspective might lead to the next big thing for your business, perhaps a new feature or a different way of doing things, who knows?
Risk management
By staying tuned to customer feedback, you can identify potential risks or issues before they escalate. This proactive approach ensures you’re always a step ahead in addressing concerns, thus safeguarding your business reputation.
Incorporating customer feedback into your operations doesn’t just benefit your external stakeholders, but internally, it fosters a culture of learning and improvement.
Examples of customer feedback to collect
Feedback isn’t just data; it’s the voice of your customers speaking directly to various parts of your business. Tapping into this can provide insights that benefit the entire organisation. Let’s explore some areas where feedback can make a tangible difference.
Product development
Hearing straight from the horse’s mouth what users like or dislike about your product can be invaluable. Knowing which features are loved, which are redundant, or what’s missing can guide development teams to create better iterations or entirely new offerings.
Sales strategies
If customers find a particular promotional strategy too pushy or feel another offers genuine value, these insights can assist sales teams in refining their approach.
Customer service
Feedback sheds light on areas where your customer service shines and where it might need a boost. This can help with training, tool implementation, and overall service improvement.
Marketing initiatives
Are your marketing campaigns hitting the mark? Feedback can reveal what resonates with your audience, allowing marketing teams to tailor content better.
Operational efficiency
Feedback might highlight operational bottlenecks, from delivery delays to billing issues. These insights can help streamline processes and improve overall operational efficiency.
When you act on feedback it can improve performance across all your business. By listening to your customers and applying their insights, companies stand to foster loyalty, improve offerings and grow.
Training and support feedback
Customers can give insights on your support documentation, training materials, or even the effectiveness of your helpdesk. This will help streamline your support structures and enhance customer service.
Security and compliance feedback
In today’s digital age, security is paramount. Feedback about security concerns or potential breaches is invaluable. Additionally, customers might highlight areas where compliance to regional regulations is required.
How to use Customer Voice with Dynamics 365
Customer Voice is included with some Dynamics 365 applications:
- Dynamics 365 Sales Enterprise
- Dynamics 365 Customer Service Enterprise
- Dynamics 365 Field Service
- Dynamics 365 Marketing
- Dynamics 365 Human Resources
- and Dynamics 365 Project Service Automation
If you have any of these, you will receive 2000 survey responses per tenant/month. Other Dynamics 365 customers can purchase Customer Voice separately.
So, assuming you already have Customer Voice installed in your Dynamics 365 environment
Creating a new survey
- In your Dynamics 365 dashboard, locate and select the Apps section.
- Find and click on Customer Voice to launch the tool.
- In Customer Voice, select New Project.
- Choose Survey as the project type and begin crafting your questions.
Distributing your survey:
You can distribute using Dynamics 365 – see here for instructions or just simply copy a link from the Distribute section and send manually.
Analysing feedback
- Click the Responses tab
Here, you’ll find comprehensive analytics, charts, and response breakdowns. This data is directly linked to your Dynamics 365 CRM, making it easier to implement feedback-based actions.
Automating actions based on feedback
Use Dynamics 365’s in-built Power Automate to set up triggers based on survey responses. For example, if feedback indicates dissatisfaction, set up an automatic follow-up email or service ticket.
Continuous feedback loop
Customer feedback isn’t a one-off. Create a cycle where you gather feedback, implement changes, and then seek feedback on those changes. Dynamics 365 Customer Voice supports this iterative approach, ensuring you’re always in sync with your customers.
Optimising your Dynamics 365 Customer Voice experience
Personalise your surveys
Make your customers feel valued by adding a personal touch to your surveys. By using their name or referencing past interactions, you’re more likely to receive genuine and detailed feedback.
Time it right
The timing of your survey distribution can make a difference. Post-purchase, after a customer support interaction, or at the end of a quarter might be ideal times.
Encourage open feedback
While structured questions are valuable for data analysis, having a section for open comments can reveal unexpected insights. It will give customers the freedom to voice their unique thoughts or concerns.
Evaluating the impact of Dynamics 365 Customer Voice
Implementing a tool is half the task. Measuring its impact is where we truly understand its value. So, how can you determine the positive influence of Dynamics 365 Customer Voice on your business?
Review feedback consistency
One sign of success is consistent feedback. Are more customers engaging with your surveys? An upward trend in participation indicates that your surveys are resonating.
Measure response time reduction
With feedback now structured and easily accessible, check if the time taken to address customer concerns has decreased. Quicker responses can boost customer satisfaction.
Assess training improvements
Feedback can highlight areas where your team may need extra training. Assess if these targeted training sessions lead to fewer customer complaints or queries.
Evaluate system adjustments
Any tweaks or changes made based on customer feedback? Track their performance. For instance, if a feature was added based on feedback, is it being used and appreciated?
Customer retention rates
A direct measure of success is if your customers keep coming back. With better feedback mechanisms, have your retention rates improved?
Remember, the goal isn’t just to collect feedback but to act on it. Evaluating the impact gives you a clear picture of where you stand and where you can head next.