As commerce continues its rapid shift towards the internet, the importance of capturing the customer sentiment of this online experience will continue to grow. Each organization with a website will have to show how they are useful to both prospective customers and to current customers. With the needs and expectations of customers constantly changing, being on top of these perception changes will be vital to being competitive in the marketplace. Having access to real-time customer feedback will allow an organization to make quick changes and adapt to the needs of their customers.
The Web Smiley
A HappyOrNot® Web Smiley provided by SmileyAnswers is a quick and easy way for customers to give real time feedback on an organization’s website. The Web Smiley has four faces: two green for positive feedback and two red for negative feedback. There is a panel that goes on the web page with these four faces and each organization can design the question to address the touchpoint they feel is most important. After the customer gives feedback within the first panel by clicking on one of the four faces, the customer is then introduced to the second panel. In the second panel, the customer can type additional feedback related to the question that was just asked.
Customer Touchpoints
Each customer has different needs and expectations for each organization and their website. As such, each organization can focus on the customer touchpoints that matter most to their customers. Below are just a few areas that can be rated with a Web Smiley:
- Long waits
- Bad surprises for the customer (example – extra charges)
- Negative interactions with employees
- Hard to navigate channels
- Inconsistency with service along an experience
- Employee not listening to understand a customer need
- Wrong information given to the customer
- Complicated fees or instructions
- Staff not knowledgeable
- Customer feeling ignored
- Not enough staff or resources for the customer
- No response to customer inquiries
- Customer doesn’t see value
- Customer repeating themselves to different employees
- What is your customer’s expectation at each touchpoint?
Employee Experiences
It should be noted that a Web Smiley also works well for internal sites addressing the needs of an organization’s employees. Having the pulse of employees needs and expectations is vital to the service that is given by the employees to the customer. By addressing both the customer and the employee perceptions in real-time and showing that all feedback is valued, an organization can take their service to new levels
Real-time Feedback and Pain Points
With real-time feedback, an organization can measure, follow, and improve the customer experience of their website. By measuring with the Web Smiley, each organization can obtain feedback while a customer is experiencing their site. By following the data that comes in, organizations can make quick changes at previously hidden pain points to enhance their website and overall experience. Lastly, by sharing successes internally and externally, organizations will continue to improve and enhance their position in the marketplace with this positive cultural shift.
Quick and easy to get started
Getting started with a Web Smiley is quick and easy. The Web Smiley can be placed on a website with a simple script. Because of the simple script, there is no IT support needed. Organizations can start collecting customer feedback in a short amount of time and be on their way to having key insightful data at their fingertips to improve customer’s experiences and the bottom line.
Wrapping it up
In a business environment where customer needs and expectations are constantly changing, being on top of these changes are vital to be successful. If a business does not get on top of their customers’ needs by collecting feedback, another business will. One way to have a constant pulse of a customer’s expectation is to have a Web Smiley collecting real-time feedback all year round. By having this constant interaction with a customer, organizations will be on top of changes that occur with what their customers need and expect. Hidden pain points will be easier to discover and by making constant changes that a customer demands, the trust and loyalty between the customer and the organization will continue to get stronger. Contact SmileyAnswers today to see how a Web Smiley can capture the online experience in real-time.
