How to keep Business Messaging Current

In business, we know the old adage of what gets rewarded gets looked at sooner and done the right way.  And what is measured can be improved.  It’s simple to measure the output, the sales, the logistics and cash flows, these are system and procedure-based functions without which a business would fail.

We can measure the IQ of our staff and customers. What is more difficult to measure is the EQ, and the hardest of all is to measure the emotional attachment of our customers to our brand or business. There are known correlations between the feelings of customers and their stickiness to the brand. Apple is a great example. Apple has invested millions in creating relationships with their customers, subliminally reinforcing Apple users to believe they are superior because they are Apple customers. It is the feeling and emotional connection which supports the brand.

Is a Lexus car that much better than its competitors? The looks that you get when you drive a Lexus down the street tells you – yes, it is. It is that feeling and emotional connection that a Lexus driver enjoys that makes them loyal, despite the high.

Does your brand enjoy that now? How can you measure emotional connection to set the benchmark? How can you become more in tune with your customers? Measure and analyze their emotions, test, and test again, making improvements every step of the way.

Measure, Analyze, Improve.

There are several ways to do this, but what would work best for your business?

You could send out a survey which is generally completed by the happy 1.5% and grumpy 1%.

You could employ a PR firm to conduct focus groups of sample customers.

Perhaps you could measure the customer sentiment of all the customers that call your business. With Captivate Connect, you can use our AI to record and report on these interactions to establish the sentiment of your callers. You can monitor competitor brand names mentioned, you can monitor your team member’s phone demeanor, or monitor any swear words used. You can measure sales and support call durations, and understand the needs of your staff- do they need more coaching? More resources?

You have a benchmark.

Then, begin making improvements. Since you are now looking for ways to improve the Customer Experience, start with the phone system. Walk in the shoes of the customer, call your own business and pretend to be a random caller. Is your IVR system easy to follow? Does the Hold music excite you? Do your on hold messages add value to a customer’s call? Could you offer the customer a callback, rather than an extended wait?

If not – are you truly interested in the caller?