Measure what matters: Building a customer feedback program that works

Pulse checks — those mid-experience surveys that ask customers how things are going — can help businesses get a feedback snapshot in the middle of the customer experience, which can then be compared to the feedback gathered at the end of the experience. (Credit: NicoElNino/Shutterstock)

There is no denying the impact a good or bad customer experience can have on your business, especially when it comes to brand perception and loyalty. According to PwC, “one in three consumers (32%) say they will walk away from a brand they love after just one bad experience.” And, in the midst of a crisis, the customer experience matters more. In a 2018 piece, Forbes’ Blake Morgan elaborates: “It is the times where the customer is the most stressed that we need to create the least stressful customer experience. Customers come to us during good times and bad. Our job is to made [sic] the bad good and to make the good better.” Today, as we face a global pandemic, insurers must do more with less to deliver the solid experience customers have come to expect.

But how? By asking your consumers for feedback. Now more than ever, maintaining a tight feedback loop will be key (and the learnings relevant for years to come). It is, therefore, important that feedback programs measure the right metrics and provide the right insights. A one-size approach does not fit all, and insurers would do well to reconsider and optimize their existing processes.