Customer satisfaction is vital for any business, no matter what product or services you offer. That's why you have to ask yourself:"Are my customers unhappy?
SummaryWhy are customers unhappy?How can analytics help improve customer satisfaction?What is analytics?Traffic AnalyticsWhy is traffic analytics important?4 Ways to 'Use analytics to improve customer satisfactionReverse that customer's frownIn addition to being a primary factor that affects customer loyalty, customer satisfaction gives businesses a benchmark when finding ways to innovate and improve their offerings.
In other words, it allows you to:
Here you will learn the common reasons behind customer dissatisfaction and how analytics can help you create a better customer experience .
There are many possible reasons customers are unhappy, but two are the most common across the board:not knowing what to expect and not getting what they expect.
A customer will remain unsatisfied if they do not know what to expect from a product or service. Moreover, they can also become unhappy if the offer does not meet their expectations.
The constantly changing needs of customers and their high expectations could also be factors that lead to customer dissatisfaction.
Of course, there are many other potential reasons for customer dissatisfaction in every single industry or niche. This is Why you need a careful analysis of what is going on not only inside your store, but also in the minds of your target market .
The first step every business should take to deal with customer dissatisfaction is to identify customer pain points and define what makes them unhappy. A good starting point for this is their wants and needs.
As a supplier of products or services, you must provide offers that satisfy them. But since everyone does not have the same needs and desires, how can we know the reason for the dissatisfaction of a group of people?
Simple:Use Analytics .
Analytics describes an ongoing exploration and investigation of collected data to assess performance and provide insight into specific aspects of the business.
Business analytics can take many different forms, from predictive analytics to data mining. However, one form of statistical analysis is often underestimated despite its usefulness in determining the cause of customer dissatisfaction:traffic analysis .
Footfall analysis is a type of statistical analysis, but basically it's a fancy way of counting the number of people who visit a store.
Tracking customer traffic has been done since time immemorial. Traditionally, an employee – sometimes a security guard – is assigned to the main entrance of the establishment to tally the number of people entering and leaving the premises by clicking on a manual customer counter.
With footfall analytics, this is done using a footfall counter and other technologies that count customers and track their movement within the establishment .
Although it may seem very simple, footfall analytics does more than just count the number of people passing by or entering the store; it also provides an overview of some things you could use to look at customer satisfaction . This includes:
In other words, traffic analytics counts people to create a better customer experience .
So whether you are planning to implement 3D Mapping or reorganize product aisles for better sales, footfall analytics should be helpful in making smart decisions for your business growth.
Once you've gathered all the necessary data, it's time to improve customer satisfaction with analytics. Here are four ways you can do this:
KPIs – or Key Performance Indicators – turning analytics data into measurable value used to determine whether the company is actually achieving some of the main business objectives.
KPIs are used in multiple aspects of the business, as it can be seen practically how far a company has progressed along its journey to achieve its goals .
When used with analytics, KPIs can show you a lot of things, including:
In short, the analysis can give you a reason behind the change in KPI numbers, allowing your business to adapt accordingly.
Analyzing consumer behavior through analytics helps companies determine the type of customer experience they need to deliver across all channels, from marketing to sales and services.
For example, customer service strategies can be improved by analyzing previous interactions and keeping track of any improvements during real-time customer interaction. In other words, you get to know your customers better to learn how to attract them effectively .
This also applies to so-called "hyper-personalized marketing" which aims to give customers the right message at the right time and on the right channel. Without analysis, it would be pretty much just an endless cycle of trial and error.
For this reason, business experts view analytics as both an art and a science:
Customer churn — also known as customer churn — describes the percentage of customers who decided to stop acquiring a company's offerings during a certain period of time. Basically, they are once loyal customers who end up canceling subscriptions or services or no longer visiting a certain store.
This is an essential metric in any type of business, primarily because it costs less to retain customers who are already loyal to your brand than to attract new ones.
With analytics, you can identify at-risk customers and take proactive steps to keep them with you. This way you have the chance to get it right by them .
General analytics can also help organizations allocate resources intelligently and efficiently .
By combining information about logistics, step counts, and customer behavior, businesses can plan staffing and inventory schedules in advance. This will allow customers to enjoy prompt service and a better overall shopping experience.
Of course, this is not limited to product-oriented companies. Analytics also helps service-oriented companies better allocate staff time by reducing unnecessary or futile steps and optimizing their processes.
Customer dissatisfaction can turn into customer churn, but that doesn't mean all hope is lost.
You can always reverse that frown by using analytics effectively.
