It’s time for another “CX Leaders Share Their Experiences as Customers” Q&A, this time with CX and voice-of-the-customer strategist Melanie Disse!
Melanie is the Founder of Melanie Disse Consulting (which just celebrated its second birthday 🎂). She is also a Technology Advisor for Ecosystm, an advisory firm that brings together tech buyers, tech vendors, and analysts.
While Melanie is an experienced CX leader, she is also a customer (like all of us), so we asked her about her experience sharing customer feedback with brands.
Q: A study from Qualtrics found that only about one-third of customers provide direct feedback to a brand after a negative experience. What does it take for you to share feedback after a negative customer experience?
MD: I provide feedback on negative experiences when I want the company to change something. Sometimes I know what went wrong, other times I just want them to become aware of the issue and improve the experience. Or I want them to contact me and help me with my issue.
Q: Some brands send automated customer surveys (often via website pop-up, in-app notification, or email) after you complete a digital interaction. When are you willing to take this type of survey, and when do you click away from it as fast as you can?
MD: For digital interactions, I want the feedback option to be relevant to what I’m doing. A generic tNPS question doesn’t work for me as it’s not relevant to my experience at that time. I also ignore it if it disrupts my workflow.
Q: What was an instance when you wanted to share specific feedback with a brand but couldn’t? What would you recommend the brand do to improve their feedback collection?
MD: I recall wanting to share feedback with a ride sharing service on the overall experience I had. But the only feedback I could provide was specific to the driver. I’d suggest they allow customers to tell their story, not just answer questions the company wants to hear about.
Q: What's one experience you had when you felt like it was both easy to share your customer feedback and that feedback was acted on? What went well in that scenario?
I used social media once to “complain” about an experience I had (mainly because I couldn’t find another way to share feedback). They were super quick and resolved my issue as the channel was monitored and the staff obviously were able to solve the issue for me. (Did they address the root cause issue of the problem to prevent it from happening again? That I don’t know!)