Customer dissatisfaction is a key variable in customer experience management.
As shown by the National Study on the Level of “operationalization” of Customer Experience prepared by Deloitte Digital in collaboration with the DEC Association, 38% of companies have implemented a Close de Loop and 19% are working on it.
Closing customer dissatisfaction is an essential element of any customer experience program. This concept is known as close the loop.
If you want to know more about this topic, you can learn more about this concept in the blog of our colleagues from Madison.
Customer dissatisfaction closure.
This closing of the causes of dissatisfaction is undoubtedly a great tool for recovering detractors and should be the main focus of your work.
But, even if it is, make sure you also reach passive customers and promoters. In the case of the former to understand the root cause of the problem and in the case of the latter to build stronger relationships.
It is important in this closure of the causes of dissatisfaction to go deeper into improving aspects related to the customer experience.
It seeks to improve points of dissatisfaction along the customer journey where customers are sent from one department to another in the company without solving the problem.
This causes the customer to feel a sense of abandonment and a lack of solutions.
Within this dissatisfaction closure, some of them can be operational. This occurs on the front line of the company, consisting of a one-to-one interaction with the customer who has given the feedback. In addition, this process is used as a customer recovery mechanism.
In this phase, above all, put emphasis on capturing what you learn about the cause of the problem.
Second, focus on the opportunity to build deep customer relationships. This step is important, especially in B2B businesses where strengthening relationships is critical to strengthening the business, and realizing greater sales in the long run.
Focus on improvement.
In the final closure of dissatisfactions prioritize the identified improvements.
Operating on them will have a greater impact with customers; many times the decisions made by executives are disconnected from the decisions made by customers.
It is important for companies to drive improvement actions on what really matters to them.
According to this DEC association study, “reaching out to customers who have provided feedback is an excellent way to ensure that problems are addressed in a timely manner.”
When companies resolve complaints and disputes quickly, the result is a significant increase in brand loyalty and a decrease in churn rates.
It is also, this study continues, a way to curb the conversion of customers into detractors and reinforce brand image with those who had a great experience.
The importance of closing the loop makes it necessary to rely on platforms such as allswers.com that allow you to manage side-by-side customer experience processes.
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