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Customer Trust – Glass Half Empty or Glass Half Full?

Customer Trust

How does a business gain customer trust? How does a business gain trust in uncertain times? Very important questions. It requires some real thought. The quietness we are all in is the perfect time to step back and evaluate. Soon businesses will reopen and begin new business’ models for the times we are in. Customer trust is critical for survival. In my opinion, it has never been more important.

Winners and Losers

I have seen CEO’s posting in Linkedin about what they are currently doing to retain customers. They are, in part, establishing brand trust. A large restaurant chain offered a catering style dinner delivered, with the exact specifications of the customer. I mark that one a “glass half full” rating because they are pivoting to the new norm. Not to mention the convenience they are offering those families who are home schooling kids while working full time jobs. Great job TGIFridays! They took it a step further by offering to go Meal Kits. I love this and I bet their customers do too. When you check out their website you see true transparency. Another win!

Ice Cream Chain Confuses Customer

An ice cream chain of restaurants are an example of “glass half empty” rating. I recently stumbled on this Facebook post by an unhappy customer.

Customer waits for almost 30 minutes in a drive through lane, trying to bring home ice cream treats for the family perhaps, only to get to the window to read a sign about COVID-19 PPE requirements for the first time. Better yet, I checked out their website, and there is nothing there about COVID-19. No messaging whatsoever. It is like COVID-19 is not even happening in their world. Zero transparency. Notice that this post was commented on by 186 people, but who knows how many people viewed it without leaving a comment. As I scrolled through the comments, a few people discussed how the customer service at this location has been deteriorating for some time. Sadly, this business will never see this post because they are not listening well online.

Social Media Impact & Reach

Social media usage is up right now, which makes social media listening for customer service even better. Leaning in on social data now will help build customer trust.

People in general, your customers, are stressed. They have certain expectations for the businesses they love. What do you think will happen when this is all over and the ice cream store is open for dine in? Would you remember this experience and try out a new ice cream store instead? Let me take it one step further. Let’s say this customer does try out a competitor and they find that their product is not as stellar but their customer experience is fantastic! Speed, delivery and a smile. Recovery from this kind of poor customer service is long lasting. Who can afford that right now?

Leaning in on Customer Insights

The word cloud is a great visual of what we are feeling right now. Another “glass is half full” award goes to ChatDesk and their recent blog post on “How Are Your Customers Feeling About Coronavirus / COVID-19?” Excellent Social Media Listening! It pretty much recommends that we all put ourselves in our customer’s shoes right now.

Listen Like This

*Blog by: Kathy Doering, President of Ann Michaels & Associates. The above example is only one way in which we listen on behalf of our customers. If this is something you would like to see up close and personal, please schedule a demo with use here.

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There’s an Emoji Revolution Taking Place

Emoji Revolution

The Emoji revolution is taking over as a very creative form of expression. Did you ever think we would reach a point in society where a smiley face would change the way we communicate with one another? There are thousands of emojis being used every day and new ones being created. You can uncover a wealth of information by taking a closer look at the emotion behind an emoji used, whether online from a customer or through a text message. From the most popular ones used to the least noticed. Emotional data behind an emoji can be more enlightening and descriptive than listening to words themselves.  

The Emoji Shift During COVID-19

Just last week Horizon Media came out with a study on the emotional shift that took place in the United States during COVID-19, just by analyzing emojis. They took over 28 million Tweets and divided their findings based on gender and geography to reveal patterns. Their goal was to evaluate the difference between emoji use during the crisis and prior to the pandemic.   

In conclusion, the study revealed a more carefree emotion prior to the pandemic taking place. The emotions portrayed during the spread of the coronavirus was a mix of grim and reflective emotions. The top 100 emojis used drastically changed to “Medical Masks,” “Microbe” and “Angry Faces with Symbols.” They ultimately discovered people were expressing thoughtful emotions.  

What Can Emoji Data Do For Your Business?

Analyzing the data provided in a study such as Horizon Media, allows you to change the tone of your upcoming campaigns, the direction of your marketing, selling or online content. Shifting alongside the tone of your customers permits you to stay relevant with your audience.  This may mean incorporating emojis. It would be ideal to use your customers’ favorite emojis, especially as it is used in your brand messaging, and begin using them in your marketing.

Listening to your customers online is an essential part to any business, but what about understanding what your customers are saying through a symbol? Easily interpret the online tone and emotion of your customers through our brand listening program. Emoji symbols are compiled into one easy to access report. Understand the sentiment behind an emoji. Learn more about your social footprint by tracking online and social conversation about your brand, product, campaign or management team.

Other services we offer:

Crisis Management

Competitive Intelligence

Influencer Network

Content Analysis

Social Channel Analytics

Hashtag Tracking

Campaign Monitoring

Are you ready to roll with the emoji revolution? Contact Kathy Doering at kdoering@ishopforyou.com for more information on how to implement this program.

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The Game of Telephone: The Case For Recorded Mystery Shops

customer service

Traditional mystery shopping took a twist when recorded evaluations were introduced, both video & audio. When they first emerged, they were useful for several reasons, some of which include the increased accuracy of reporting and ability to use the recordings for training purposes.

As this type of evaluation took shape, a new use emerged for B2B companies and those with more complex business services. 

Remember the game of telephone, where someone starts by whispering a message in a person’s ear, and that person shares the message with the next person, and so on, until it gets to the last person in the chain? When the last person shares the message, it is often very different from the original message.

On a similar note, have you ever said or emailed something that was not taken as you intended?

This is where recorded evaluations come into play – to ensure messaging and information shared with prospective customers is clear, accurate, and taken as intended.

Let’s face it – you know your industry, products, and services like the back of your hand. Sometimes explaining them using jargon or terms that are every day use for you may not be clear to others. While some may understand, others may not and make their own interpretations. Or it could be something as simple as a prospective customer coming from a different perspective, taking a response to their question differently than you intended.

Benefits of Recorded Evaluations

A company that uses recorded evaluations shared this type of experience. Their business is a financial lending institution. There are a lot of regulations and information around the services they offer, so it is vital that they are not only sharing the right information, but making sure prospective clients understand what is being said.

During a recent evaluation, a shopper was instructed to ask a series of questions to better understand the company’s services. In the narrative detail, the shopper described the sales representative’s response to two specific questions. The client then listened to the recording of the interaction, because the way the shopper described the response was not quite what the sales representative said, but after listening, it was better understood how the shopper could interpret the response in the way he did.

This led the company to revisit how they explain certain aspects of their services; they realized, in reading the shopper’s interpretation of the response and comparing it to the conversation that they were not conveying the information in a way to make it clear and understood as it needed to be.

What’s important to note is that neither side did anything “wrong” – the sales representative did not provide incorrect information, and the shopper did not report the details of the interaction incorrectly; instead, it was a case of information being explained from one perspective and understood from a similar, yet slightly different perspective.

Recorded evaluations were extremely useful in this case for the company to listen to with a critical ear and compare to how the recipient interpreted the responses. Over time they were able to identify areas of messaging that needed to be updated to make their presentation and explanations better.

This is just another use case for recorded evaluations. They can be used for simple operational evaluations but enhanced by including components to evaluate messaging, communication, and improving the potential customer sales cycle. Just something to consider when your company is looking to evaluate the customer experience through mystery shopping services.

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