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Net Promoter Score (NPS), is a customer experience and satisfaction metric widely adopted around the world, and it’s based on one question.

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Adapt for the future with data driven decisions

14 September 2017

Times are changing. No longer is data something reserved for a select few—it’s become today’s language of business.

Now more than ever, success in business pivots around collecting and analysing data in real-time. Those that are able to genuinely engage with data, win. Tangible, meaningful data grounds your operations, taking the guesswork out of decisions and enabling you to move forward confidently. Not only this, but customer-centric data enables you to benchmark progress—measuring where you are in comparison to your competitors and other industries, across different stores, departments or regions.

A broken approach to data

Two hours per day.

That’s how long the average manager spends looking at data. After hearing how important data is for the future of business, you might be thinking this is a good statistic. It would be—if our managers were looking at the right data! But they aren’t.

Our approach to data is all wrong. Countless hours are spent pouring over static, stale data, based heavily on past performance. To put this in context, such data is like looking in the rear vision mirror while driving—useful, but incredibly damaging if it’s your only focus. Our focus needs to be on understanding what’s happening in our businesses now, and using that to drive better decisions in the future. Thankfully, validated, instant feedback is available today. We just need to be willing to respond to and learn from it, and have the right tools to tap into it.

Ask, Act, Improve

Three words epitomize the new approach to data. Ask, Act, Improve. It’s as simple as asking your customers for real-time feedback, allowing your team on the ground to action any changes needed, and constantly learning from trends to improve. Imagine a customer’s purchase doesn’t arrive at the expected time. Instead of being put to the sword on social media, you’ll know about it within minutes, and have the opportunity to rectify the situation immediately. A call to apologise and offer a solution in the moment can be the difference between keeping a customer, and losing dozens of future customers. In today’s ‘always-on’, interconnected world, the value of real-time feedback is truly unprecedented.

Noel Leeming: Removing frustration with data

Noel Leeming have partnered with Customer Radar to alter their approach to customer data. Our tools mean every time customers have an interaction with Noel Leeming, the business invites customer feedback. The result? Pain points are quickly identified within the business, which Noel Leeming can learn from and improve on.

For years, Noel Leeming had been selling devices, without any service around getting customers set up. After purchasing a device, customers would return home, open up their purchase, and spend hours trying to figure out how to work it, usually mired in frustration! Unfortunately, this meant that the customer experience was often tainted. So Noel Leeming decided to take matters into their own hands, and control more of the customer experience.

Fast forward to today, and Noel Leeming have a ‘Tech Solutions’ team, dedicated to helping customers set up their devices before leaving the store. Customers can now purchase a product, then immediately open it up, install the necessary software, configure the right accounts, and learn how to use great features, all under the guidance of a trained professional. They even have a team of mobile technicians! It’s safe to say that Noel Leeming’s customer experience has gone from one that was often unnecessarily tainted, to one that creates loyal champions.

The beauty of real-time customer feedback is its ability to highlight weak spots in your business. Another clear example of this is in the fashion industry. Retail stores that take a forward-looking approach to data and gather instant, actionable feedback, are the ones that stay ahead of their competitors. With trends and fashions changing like the wind, it’s important to tune in to the voice of your customers and make sure you’re collecting data that actually means something. Collecting data around what their customers actually want means that fashion stores are able to quickly respond to gaps in their offering, and front-foot any emerging trends. Ultimately, when your customers drive your decision making, you stay ahead of the competition.

Be a data leader; your bottom line will thank you

We now have the tools to access validated, actionable customer feedback in real time. Grab this opportunity with both hands—it’s better to be looking forward to see the bumps in the road, than looking back at the old path you’ve been on. Being immersed in customer feedback drives better decisions, increases visibility into your organisation’s weak spots, and allows you to adapt for the future. Be a data leader, and your bottom line will thank you.

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