I am routinely gobsmacked by the number of organizations that don’t measure customer emotions. Those that do often don’t think about how they will use the information they measure. The classic phrase, “If you can’t measure it, you can’t manage it” applies. To measure something like customer emotions in your Customer Experience, you need the proper tools.
I spend a lot of time thinking about measurement tools. We talked about measurement tools in a recent podcast, and how you can employ them in your Customer Experience. Let’s take a look at a few different ways you can get feedback on customer emotions.
However, before we get into the types and specifics of the measurement tools, I have some advice. Before you do any research, consider how you’re going to use it afterward.
This lesson I learned when I was working at my last corporate gig at British Telecom. I went to a presentation about the results of our research concerning customer satisfaction with some of our key products and services.
I was taken by the fact the person presenting was presenting it as if to say, “I don’t know why I bother in presenting this to you.” I stopped her and asked her why.
She said, “This is the third year you’ve employed us to do this research. And every year we come back and tell you the same results. And every year you do nothing about it. Why do you bother?”
She was right. We didn’t.
It was a cultural issue. We had the measurement, and we did the research, but we didn’t do anything with it. I don’t know that we had any idea what we would do with it, either.
What I wish I would have known then is that research is vital to moving your Customer Experience to the next level. Specifically, you need to know how your Customer Experience makes people feel. Measuring customer emotions in real time is an essential part of your Customer Experience strategy.