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listen to the data

They say practice makes perfect. But it’s always much better when you can learn from other people’s mistakes! Especially when it comes to the intricate technology-heavy VoC world. When you’re a bright-eyed newbie, unsure of what advice to follow, these life lessons are especially handy. But once you move beyond the basic mechanism of collecting customer feedback, the fun (disclaimer: we’re feedback geeks) really starts. Limitless layers of rich data are revealed and new possibilities for engaging with customers appear. That’s when you really get to play in the data, trying out new ways to improve customer experiences.

One of our clients, using an on-exit triggered** comment card on their payment page, began to notice that a spike in feedback received from their customers all pointed to the same conclusion. The vast majority of customers trying to submit a payment were having issues. As you can guess for customers trying to keep a good credit score, late payments were not an option met with excitement. So our clients were able to quickly update their dynamic card with a topic selector as a custom question, asking if the customer’s reason for being on the site was accomplished. If the customer answered yes, they immediately got the normal dynamic thank you window and the process was complete.

If the customer answered no, a thank you window still popped up. However this thank you window had a extra link to chat live with an agent, ready and willing to answer any question they may have, right then and there.  There was also a link to a secure message center as well. They were shocked to find the sheer number of people that overwhelmingly said yes, they needed further help. Other clients have linked product guides or heavily trafficked FAQ pages, solving problems without increasing call center messages, results they know only from gathering feedback in the moment.

So what’s the lesson learned here? Think outside the box, if you’re seeing spikes in feedback or negative undertones that customers aren’t finding what they need, link up already present areas of your site. If the data shows that it’s all the same topic, provide a way, right in the thank you window, to get them answer they need. Listen to your customers and you’ll find that they really are saying quite a lot; all you have to do is listen to the data.

**On-exit implementation occurs when a user leaves a site or pre-determined page to either open a new url, close the browser or refresh a page. If you’re launching an on-exit comment card it’s usually because you’re trying to figure out why someone is leaving a specific page, like a shopping cart, or perhaps not quite following the path you want them to (did they get really bored with your content or did take-out just arrive and they figured they’d return to your page later?)



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