Comment gérez-vous les retours et la fidélité des clients omnicanaux ?

People always say, ‘what gets measured gets managed’. And what is measured and rewarded, gets implemented with enthusiasm and perfection and putting the transformation plan on a tech platform makes it transparent and clear to all. In Digital Transformation in our organization, I got every team member to join GitHub and started putting technical and non-technical tasks on the platform. This has helped us deliver on time with a small team. We took the longest ( almost 9 months) to define the engagement metrics for our customers and then deciding the level of engagement through various action steps. This has helped us deliver outstanding customer engagement and we are now beating the world’s largest multi-lateral organization on engagement.

As per my knowledge, defining goals and metrics is crucial in managing omnichannel customer feedback and loyalty. Clear objectives and relevant metrics enable businesses to track satisfaction and loyalty, leading to targeted improvements and personalized interactions. This strategic approach fosters stronger customer relationships and brand loyalty, ensuring success in the omnichannel landscape.

BEST goals for an Omnichannel community is to view them as your people, your tribe on a common journey It starts with finding and attracting them into the community This is best done with your community advocates (best measured via NPS) within each of the channels Then the next step is to provide the community with the platform and support to create value to them as well as within them (best measured via CSAT) This will ensure the community grows and thrives (best measured via CLV) A great example of this is Salesforce.com’s Trailblazer user community

To make the right choice of channel and tools it's important to consider customer preferences and behavior. Conduct market research and analyze data to identify which channels your target audience uses most frequently. For example, in my experience, we found that our younger demographic preferred engaging through social media platforms like Tik Tok and Instagram. We then utilized social listening tools like sprinklr to monitor and respond to customer feedback in real-time, allowing us to enhance customer satisfaction and loyalty.

Omnichannel feedback means that you have a 360 customer view. - A CDP that can have a consistent view of the customer. - A Reverse ELT that can support the communications with coherence. - A Complete CRM that is updated efficiently Once you have the right view, you have to understand the user journey. What are they trying to communicate, when and with what purpose.

Un pilar muy importante de la estrategia omnicanal es el feedback. Debemos asegurarnos de tener los canales abiertos y suficientes para poder entender cual esta siendo la experiencia del journey de los clientes y como podemos mejorarla en proceso continuo de aprendizaje mutuo. Desde lo digital existen múltiples herramientas como chat bots, reseñas etc. Lo mas importante es que los clientes sientan que lo digital les genera valor.

En este punto los datos almacenados en nuestro sistema CRM entran en juego de una forma excelente. Cada vez mas, es necesario saber que necesita y busca nuestra audiencia, muchos sistemas utilizan el etiquetado de contacto en base a comportamientos, evaluamos también como interactúa con nuestra empresa (web, redes sociales, atención al cliente, entre otros), así como llamadas y respuesta de correo, todo. Los llamados 'touchpoints' debemos optimizarlos en base a los diferentes niveles de conciencia que tenga nuestro 'Lead' o cliente y crear un árbol de decisión en base a cada posible opción y gustos. En tal sentido el mensaje debe ser omnicanal y a la vez especifico para conectar de mejor forma con la audiencia en base a la segmentación.

One thing I've found helpful is segmenting and personalizing communication for omnichannel feedback and loyalty. Tailoring messages to specific customer segments fosters stronger engagement and loyalty by addressing individual preferences. Embracing this approach drives long-term customer satisfaction in today's competitive landscape.

Use customer names and customized content to personalize your communications and divide up your customer base according to their preferences, behavior, or demographics. Tailor offers and suggestions, make use of client input, maximize channel selections and assess the success of your efforts to adjust and advance with time. Increased customer satisfaction and loyalty are the results of these tactics' contribution to deeper, more meaningful interactions.

Tener data precisa nos va a permitir identificar patrones para segmentar audiencias y de esta manera poder personalizar la comunicación y fidelizar clientes. Para ello es necesario tener los habilitadores tecnológicos necesarios que permitan desarrollar el proyecto e identificar la Data que nos interese para analizarla y tomar las mejores decisiones.

Segmenting and personalizing communication is crucial for effective omnichannel customer feedback and loyalty management. By analyzing customer data, you can identify different segments based on demographics, preferences, or purchase history. Tailor your communication to each segment, delivering relevant messages through preferred channels. For example in the past, we segmented our customers based on their previous purchase behavior and sent personalized emails with product recommendations. This approach significantly boosted customer engagement and loyalty, as they felt understood and valued by our brand.

Lo más importante al momento de recibir feedback por los diferentes canales con la audiencia, es ser transparente y evitar caer en el juego de los comentarios negativos. Dice mas sobre tu negocio la forma como se responde siendo empático que discutiendo para tener la razón sobre un tema en particular. Luego, efectivamente es un medio por el cual poder mejorar cualquier aspecto y evaluar como se responden sobre nuestros productos, servicios o inclusive sobre nuevas ideas o proyectos que estemos construyendo. La medición no debe dejar de lado este contenido, para ello nuestros sistemas deben estar conectados mostrando la información de manera resumida, en tiempo real y usando indicadores, esto nos permite tomar decisiones más acertadas.

Lo mas importante del feedback es crear valor sobre el mismo y alinear expectativas. Comunicar, responder y siempre estar en contacto con nuestros clientes hace que se cree una comunidad de confianza y de escucha permanente.

The feedback and loyalty data can help to fuel an advocate community flywheel This requires reviewing and learning from the customer feedbacks Emphasizing the positive through gamification and rewards As well as responding to weaknesses and needs through initiatives to improve the organizations processes, products and business models The ultimate winner will be the organization or ecosystem that learns and iterates faster and more frequently to close the opportunity gaps

To truly leverage feedback and loyalty data, it's essential to integrate this information into your strategic decisions. Analyze this data to uncover what your brand does well and where it can improve, identifying opportunities for growth or addressing potential issues. Communication is key; let your customers know how their input has influenced changes or improvements. Use feedback to refine your offerings and launch initiatives that resonate with your audience. Loyalty data can be instrumental in creating reward programs or special promotions tailored to your most engaged customers. Such actions not only improve the customer experience but also demonstrate your commitment to valuing and acting on customer insights.

An effective omnichannel strategy relies on delivering a unified customer experience across all channels, and a headless approach can make this process much more efficient. Beyond improving the front-end experience, headless allows you to centrally manage all platforms through a single back-end system, making it easier to track and analyze customer feedback across all channels. By integrating data from multiple touchpoints into one system, you can make data-driven decisions, better understand your customers, and improve overall customer loyalty. The approach is proven in practice, as I’ve seen firsthand how headless has helped our clients gain better insights into customer behavior, leading to a more effective omnichannel strategy.

Demostrar que se les escucha, adaptando y adoptando cambios en los productos, según toda la análitica recolectada KPI's medidos. Seleccionando focus group para detallar en los casos que se considere necesario y escucharlos de primera mano.

Here are some additional nuggets: Proactive Engagement: Don’t wait for feedback to come to you. Use predictive analytics to anticipate issues before they arise and engage proactively. Emotional Intelligence: Train your team to pick up on emotional cues. A touch of empathy in responses can turn a dissatisfied customer into a loyal one. Community Building: Build a sense of community by creating platforms for customers to share feedback and ideas. Gamification: Make feedback fun by introducing gamified elements. Reward customers for their participation, making the process engaging.

📊 With advanced analytics and AI tools, you can not only analyze trends but predict customer behaviors, helping you to proactively enhance the customer experience. Investing in continuous learning and AI-driven tools will allow companies to stay ahead in understanding customer needs and improving loyalty programs.