Customer Engagement with Real Customers: The Best Measure of Customer Experience within your Store



Posted: Tuesday, April 12, 2011

by Mia Cusack

As a business owner, you need to know what your customers think of your products, your customer service, and the image they have of your business. Methods like mystery shopping are a great tool to find out what is happening in your store but customer experience measurement with real customers gives you further data to better understand what is really happening at a customer engagement level.

With customer engagement you get authentic opinions from real customers.  Point of contact with these customers who provide valuable feedback on the customer experience at the time they are visiting your business when all’s fresh in their mind. Customers who provide information to measure your customer experience can provide this information using a variety of research methods such as providing feedback online, through text message, over the phone, by filling out a form on exit, and more.

By finding out what the customer experience of both loyal and occasional buyers is within your business, you get a clear and accurate picture of the ways in which your business succeeds and ways it could improve. It’s impossible to underestimate the voice of the customer, as what your customers think about your business and how you act on those opinions is what may can make or break your overall profitability.

One excellent way of motivating staff to improve on the businesses customer experience is to measuring your customer engagement by way of a Net Promoter Score or NPS. The Net Promoter Score (NPS) gives companies a useful metric to assess of how loyal your customers are by assigning it an aggregate score that is then used to measure improvement. The Net Promoter Score tells you whether your real customers are considered Promoters, Detractors, or in-between Passives.

Net Promoter Score gives you a metric to assist motivate staff to improve from year to year on how the customer experience is measured.

Identifying your Net Promoter Score can often be a good starting point for better understanding what your real customers think and a great tool to set KPI’s for staff that directly relate to increasing your overall customer engagement and satisfaction.

The Realize Group is one of Australia’s top mystery shopping companies, offering services and advice on all aspects of customer service and ensuring the best customer experience in your stores.
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