Listening to customers so as to align business strategy and ground level actions that address, alleviate and enhance customer experience is clearly the road to business growth. This is specifically true in a low differentiated and crowded market space with players jostling each other with an USP that is not even discerned by the customer.
Listening to customers comes in two avatars,
- One that looks at the holistic picture that provides a customer view on future expectations, brand perceptions and satisfaction level of the engagement on the whole.
- The other looks at listening to customers at key points of impact during the engagement to get a true sense of what actually worked or didn’t. Known as deciphering “The moment of Truth”, helps organizations capture sentiment closest to the time and enables introduction of quick interventions that effectively result in significantly improved customer satisfaction/experience.