You’re overlooking the quickest win in your customer experience (CX)

Customer experience (CX) is an integral part of every business, whether large or small, so it’s crucial to get it right. The good news is that some pretty important CX initiatives don’t cost much at all (other than a bit of time and elbow grease). In this post, I want to make the case that we return to the basics of customer experience for a moment and focus on what made it such a critical part of every business in the first place: listening to our customers.

Listening seems so easy and obvious, yet it can be overlooked when you’re stuck in the day-to-day, because listening requires constant monitoring and action — something that many small to medium-sized enterprises don’t always have time for.

Whether you have the time or not, you’ll want to begin setting some aside, or preferably, having a dedicated team member oversee this crucial component of your CX. If you’re waiting for a compelling reason, here’s one: According to a recent Zendesk CX Trends Report, “70% of customers expect anyone they interact with to have full context.” Put another way, actively listening has never been more critical. This key CX ingredient not only provides the context your customers want but also allows for both short-term and long-term benefits. Customer insights gleaned from listening enable you and your teams to respond accordingly by refining products and services in real-time. 

Businesses often invest significant money and resources in advanced (and expensive) CX tools without first addressing the most fundamental element of an excellent customer experience. Many are quick to deploy sophisticated AI-driven chatbots, design loyalty programs, or create content for every little touchpoint. These can be great tactics to deploy, but only after understanding what’s truly needed.

A serious question: When was the last time you sat down with your frontline employees and asked them, ‘What do our customers need?’ Or, better yet, when was the last time you listened to the complaints, feedback, and concerns that your customers are voicing on social media, in forums, and the many digital spaces where they spend their time?

Consider the places where you can quickly gain access to customer insights and go there. User interviews are also a critical component to get the granular insights that will help you shape a winning CX strategy that can evolve with your customers’ changing needs. 

Actively listening allows you to understand your customers on a deeper level. You begin to uncover insights that can be transformational for your business. This is where those user interviews come into play, providing information that you would not otherwise have access to. Every piece of customer feedback, whether through an online review or a user interview, is a potential breakthrough for refining your product or service. If you’re not listening to customers’ complaints, you’re missing out on a goldmine of opportunities to solve real problems that may be driving them to your competitors.

It’s about understanding them at a deeper level. When you listen actively, you begin to uncover insights that can be transformational for your business. This is where those user interviews come into play, providing information that you would not otherwise be able to access. 

Every piece of customer feedback, whether through an online review or user interview, is a potential breakthrough for refining your product or service. If you’re not listening to customers’ complaints, you’re missing out on a goldmine of opportunities to solve real problems that may be driving them to your competitors.

Customer experience initiatives remain a critical factor for businesses that provide services their customers need, and not just want. In a recent client engagement, we partnered with a large manufacturer that had never conducted user interviews, as their business was operating as usual and sales were meeting expectations. Due to their ongoing success, they simply didn’t see the need to gain a deeper understanding of customer feedback. 

After agreeing to a trial period with a select group of customer interviews, they learned that several of their customers had significant concerns about their lead times. Armed with this information, the company was able to collaborate with its customers to enhance response times and messaging regarding product updates, even when supply chain issues were beyond its control.  

Remember, customers don’t just want your product or service; they want to feel heard, understood, and valued. A personalized, human touch (listening to their unique challenges and delivering tailored solutions) can help build long-term loyalty. Many businesses throw rewards at customers, thinking that loyalty is about perks or punch cards, when in reality, it’s about validation. 

A company that listens and reacts swiftly can be the difference between a one-time purchase and a trusted partner. When customers know they can influence a brand’s direction through their feedback, they feel invested in the relationship, and they are more likely to keep coming back.

Now, you might be thinking, “That’s great, but how does this tie back to dollars and cents?” Listening to your customers will directly impact your bottom line through:

Listening doesn’t require massive investments in technology or months of strategy planning. It’s something businesses of all sizes can implement immediately, with relatively low costs and effort. 

Here’s how to start:

Listening may seem like a no-brainer, but it’s the one thing too many businesses overlook in their quest for the next big technological breakthrough. Think of it as the “low-hanging fruit” that can make the most significant difference, cutting through the noise and leaving competitors scrambling to catch up. If you’re ready to differentiate your business in the marketplace, stop chasing the next big thing and start focusing on the one that’s been right in front of you all along: your customers’ feedback.