As we mentioned in our previous article, adopting a customer-oriented approach instead of a product-oriented approach is a must rather than a preference in today's conditions for organizations. In current conditions where brands known as the biggest competitors compete with each other with almost the same quality standards, the smartest way for a brand to surpass a competitor is to switch to a customer oriented philosophy. Brands that recognize customer requests faster than their competitors and provide services for these requests can become the leaders of their sectors. Providing a good customer experience at this point is an absolute must of the customer-oriented approach. There are many different ways in which brands can learn what kind of customer experience they offer. The main methods are mystery shopper method and feedback systems.
The mystery shopper method is, in simple terms, the unexpected visit of a business by the person or companies previously agreed with for the measurement of their service quality. The main objectives of this method where you can learn about your customer experience are as follows:
Although the mystery shopper method is still used today, it brings many problems with it. These problems are:
Feedback systems are another method you can use for information about your customer experience. With the necessary technological infrastructure, you can collect customer feedback from many different locations, both digital and physical. This method, which allows you to find out about the opinions of your actual customers, is being preferred by many organizations with the developing technology. Reliable and actual customer feedback obtained in real time from contact points also eliminates many problems encountered in the mystery shopper method. Some of the advantages of feedback systems are:
When we compare mystery shopper method and feedback systems, we can easily say that mystery shopper method does not fully meet the needs of businesses in today's conditions. Mystery shopper method, which provides insights into businesses on predetermined issues in a limited time frame, is losing its functionality day by day with the developing technology. Feedback systems that provide real-time insights of actual customers to the businesses are increasingly expanding their reach.
You can come across some success stories of different organizations in different environments that made certain changes in their businesses and transformed those changes into profitability based on the insights obtained through feedback systems. For example, a brand that keeps the customers in its stores for longer periods and raises sales by offering drinking water in its stores. Or a hotel that chooses a more elegant design upon learning that thick-framed x-ray devices are disturbing to customers. These two examples that prove the importance of offering a good customer experience, once again, show the positive impact of collecting actual customer feedback. Possible misleading results obtained with mystery shopper method are now a thing of the past with feedback systems based on data from actual customers.
With its strong infrastructure and expertise in feedback technologies, Pisano provides feedback service to hundreds of customers around the world. Pisano feedback systems, which offer real-time high-volume feedback from a variety of digital and physical locations, provide its customers with the way of designing a better customer experience. Pisano operates with the principle of happy customers for happy businesses and believes in the power of feedback for a better world. Design a better customer experience with Pisano and bring your organization to the future!