customer feedback

CCXP Certification: Paul Matthews

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Sussex Professional Earns CCXP Certification

Paul Matthews, a Sussex and Surrey-based Customer Experience (CX) Specialist for insight6, has achieved the globally recognised Certified Customer Experience Professional (CCXP) certification, making him one of only 75 professionals in the UK to hold this prestigious qualification. 

With over 30 years of experience, and now as the most qualified CX expert in Sussex and Surrey, Paul brings unparalleled expertise to businesses seeking to excel by delivering exceptional customer service to build customer loyalty.   

Paul is integrating his additional expertise and cutting-edge tools, such as real-time customer feedback, into his mystery shopping, customer journey mapping, focus groups, team training, and mentoring services. These are essential for businesses in Sussex and Surrey to enhance customer journeys and boost profitability. 

CCXP Certification: What is it?

Awarded by the Customer Experience Professionals Association (CXPA), the CCXP certification is globally recognised as the top credential for CX professionals. The certification covers six key competencies, including CX strategy, customer insights, and customer-centric culture—all crucial for improving customer satisfaction and loyalty. 

Paul Matthews with CCXP Certification
Paul Matthews, CX Specialist for insight6 Sussex & Surrey, proudly displays his certificate.

Paul reflected on his achievement: “Earning the CCXP certification is a proud moment for me. It provides me with the latest tools and strategies to help my clients in Sussex and Surrey create seamless customer journeys, improve loyalty, and drive long-term growth. I’m excited to apply this knowledge to help businesses stay ahead in the evolving CX landscape.”

What does this mean for insight6 clients?

For independent businesses, the customer experience has become a critical differentiator. Companies that focus on improving their customer journey and listening to their customers see significant increases in customers who refer, return, and remain customers for life, leading to increased customer loyalty, reduced churn, and ultimately higher profits.

Paul’s certification empowers him to implement these strategies, ensuring that businesses in the area are equipped to meet customer expectations and gain a competitive edge.

Jonathan Winchester, CEO of insight6, added: “Paul’s CCXP certification is a significant achievement and reflects insight6’s commitment to providing top-tier CX solutions. His expertise is invaluable to our clients, and this certification further enhances our ability to help businesses thrive in today’s competitive market.”

Paul Matthews with CCXP Certification and Jonathan Winchester
Jonathan Winchester, insight6 CEO (left) and Paul Matthews (right) with his certificate.

Businesses in Sussex and Surrey looking to improve their customer experience can contact Paul Matthews via LinkedIn or through www.insight6.com.

—Ends— 

Notes to Editors: 

insight6 is the UK’s leading customer experience consultancy, with a network of local CX specialists delivering tailored solutions to enhance customer journeys and improve business outcomes. Call 0800 970 8987 or visit www.insight6.com. 

For more information or to schedule an interview with Paul Matthews, please contact Lisa-Marie Mallier, No Fluff Communications, at 07789 002149 or email lisa@nofluffcomms.co.uk.

CCXP Certification: The Journey to CX Mastery

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CCXP Certification Paul Matthews

Staying ahead of the curve is crucial in the ever-evolving Customer Experience (CX) landscape. For insight6, that means continually enhancing our team’s expertise and skills. Paul Matthews, our CX Specialist for Sussex and Surrey, has achieved the globally recognised Certified Customer Experience Professional (CCXP) certification, making him one of only 75 professionals in the UK to hold this prestigious qualification.

Paul’s milestone underscores his commitment to excellence and offers added value to his clients. We met Paul to discuss his journey to be CCXP certified, what it means for his clients, and how it aligns with insight6’s mission to deliver top-tier CX solutions. 

1. What motivated you to pursue the CCXP certification? 

I pursued the certification to recognise my CX expertise formally. With over 30 years of experience, including nearly a decade focused on CX, I wanted to stand out in a field where many talk about CX but may lack depth. The CCXP is a globally recognised standard, and achieving it validates the skills I’ve gained. It shows my commitment to providing my clients with top-level CX strategies and insights. 

Paul Matthews, CX Specialist for insight6 Sussex & Surrey, proudly displays his certificate. 

2. Can you walk us through the process of obtaining the certification? 

Obtaining the CCXP was both challenging and rewarding. It started with a deep dive into the six core CX competencies outlined by the CXPA, such as CX Strategy, Customer-Centric Culture, and Customer Insights. 

Though I had experience, I wanted to be fully prepared for the exam. 

Returning to a study routine after being out of formal education for 25 years was a significant shift. My son Dylan, who had just finished his GCSEs, helped me create revision cards, making study sessions effective and a great bonding experience. 

The exam tested both knowledge and practical CX application. Passing felt like a significant achievement, and I’m now committed to continuous learning and improving the customer experience. 

3. How will the CCXP certification enhance your approach to CX? 

The CCXP certification has sharpened my focus on building an organisation’s customer-centric culture. I emphasise that real CX success comes from an organisation-wide commitment, not isolated efforts. 

The certification also highlighted the importance of solid metrics and measurement. I’ve integrated more advanced methods for tracking and analysing customer feedback, enabling businesses to make data-driven decisions. A proactive approach like this allows us to address customer needs more effectively and continuously improve offerings. 

For more information about the CCXP Certification, visit: www.cxpa.org 

4. What insights from the programme are you eager to apply? 

One critical insight from the CCXP programme I’m eager to implement is the need for a seamless and consistent experience across all customer touchpoints. Customers now expect the same quality and consistency in their interactions, regardless of channel or department. I’m excited to help clients break down internal silos and align all departments to create a unified customer experience strategy. 

Another valuable takeaway is the power of leveraging customer insights to drive meaningful change. The programme introduced advanced techniques for capturing and analysing customer feedback, such as journey analytics and sentiment analysis. I’m keen to help clients go beyond primary surveys and adopt these tools to understand customer needs better and be more proactive in enhancing their experiences. 

I’m enthusiastic about helping clients foster a mindset where every employee, from frontline staff to leadership, consistently acts with the customer in mind. A cultural shift to a truly customer-centric organisation is vital for building long-term loyalty and customer satisfaction. I’m excited to guide clients on this transformative journey. 

5. How does the certification reflect insight6’s commitment to CX excellence? 

At insight6, our mission is to help businesses create outstanding customer experiences, and this achievement aligns perfectly with our commitment to that goal. The CCXP certification is a globally recognised standard, and by earning it, we show that we are committed to maintaining the highest levels of expertise in the CX field. 

Staying current with CX’s latest strategies and best practices enables us to provide our clients with cutting-edge insights and solutions that drive customer satisfaction and loyalty. By aligning our methods with the principles of the CCXP programme, we can help businesses build more robust, long-lasting relationships with their customers. 

Moreover, it highlights our belief that every business decision should be rooted in a customer-centric approach. By upholding these standards, we strengthen our position as trusted advisors, ensuring our clients consistently deliver exceptional customer experiences. 

The CCXP certification is not just a personal milestone; it’s a testament to insight6’s ongoing commitment to excellence in CX, ensuring we always deliver the best service and support to our clients. 

Jonathan Winchester, insight6 CEO (left) and Paul Matthews (right) with his certificate. 

6. How do you see this certification benefiting your clients?  

The CCXP certification enables me to deliver accurate, measurable improvements for our clients in Sussex and Surrey. It equips me with advanced strategies to optimise the customer journey, reduce churn, and boost customer loyalty—leading to increased revenue and profitability. 

The certification emphasises data-driven decision-making and linking CX initiatives to measurable business outcomes. Applying these principles, I help my clients develop and implement effective CX strategies aligned with their business goals. Ultimately, the CCXP certification allows us to deliver more value by creating exceptional experiences that contribute to long-term business growth. 

At insight6, we believe in the continuous development of our specialists to provide the best service to our clients. Paul’s certification is just one example of how we strive to maintain our position as leaders in the CX field. Contact him on LinkedIn or at insight6. 

At insight6, our unique and tailored solutions allow businesses to transform their customer experience cost-effectively, from end to end, with the dedicated support of a local specialist. To find your local Specialist to transform your customer experience, call +44 (0) 800 970 8987 or visit www.insight6.com. 

The Power of Real-Time Feedback in the Digital Age

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Real-time feedback

In the fast-paced digital age, customers expect businesses to listen, respond, and adapt instantly. Real-time Feedback has shifted from a nice-to-have to a critical component of any successful customer experience (CX) strategy. It’s no longer enough to wait for annual surveys or occasional feedback forms—businesses must be in tune with their customers at every moment.

Join us as we explore why real-time feedback is essential and how it can transform your business into a responsive, customer-focused powerhouse.

Table of Contents

  1. Why Is Real-Time Feedback Essential in the Digital Age?
  2. How Can Businesses Capture Real-Time Feedback?
  3. What Are the Challenges in Promptly Responding to Feedback?
  4. Why Should Businesses Invest in Feedback Solutions?
  5. How Can Businesses Measure the ROI of Feedback?
  6. How Does insight6 Help Companies Leverage Feedback?

Why Is Real-Time Feedback Essential in the Digital Age?

In today’s digital landscape, the speed at which information travels has transformed customer expectations. Customers are no longer content to wait days or weeks for a response—they want their voices heard and addressed immediately. Real-time Feedback allows businesses to capture the pulse of customer sentiment, providing the agility to make swift adjustments and improve the customer experience and service.

Moreover, with social media and online reviews, one negative experience can quickly become public, potentially damaging a brand’s reputation. Real-time Feedback helps brands proactively manage customer relationships, turning potential issues into opportunities for improvement before they escalate.

How Can Businesses Capture Real-Time Feedback?

Capturing real-time feedback and meaningful insights begins with understanding the entire customer journey. By mapping out touchpoints, businesses can identify the moments that truly shape the customer experience. It’s not just about surface-level questions—it’s about diving deep into the journey’s key aspects that drive satisfaction and loyalty.

Tools like insight6’s instant insight platform can analyse feedback from your customers and team in real-time. Viewing your operations through your customers’ eyes improves satisfaction and loyalty. Gathering critical input in this way can help your business remain agile, identifying opportunities for improvement before issues arise.  

It’s also essential to make the feedback process easy and accessible. By offering multiple channels—through apps, websites, or in-store kiosks—you can capture the complete picture of the customer experience. Collecting feedback throughout will help you address gaps, enhance the overall journey, and boost profitability.

What Are the Challenges in Promptly Responding to Feedback?

Responding to real-time feedback can be challenging, especially for businesses with large customer bases or multiple locations. One of the biggest obstacles is ensuring that the right people have access to the feedback as it comes in, allowing for quick decision-making and action.

Another challenge is maintaining consistency in responses. Clear guidelines and team training are essential to ensure that feedback is handled professionally and efficiently, regardless of the situation. Using a platform like insight6’s instant insight can help centralise input, making it easier for teams to respond promptly and consistently.

Why Should Businesses Invest in Feedback Solutions?

Investing in real-time feedback solutions is no longer optional—it’s essential for staying competitive. By implementing these solutions, businesses can:

  • Enhance Customer Satisfaction: Address issues before they escalate, leading to happier customers and better reviews.
  • Improve Operational Efficiency: Identify and resolve operational bottlenecks in real-time.
  • Boost Customer Loyalty: Show customers their opinions matter, fostering long-term loyalty and trust.

With consumer expectations higher than ever, real-time feedback can be the difference between a loyal customer and a lost one.

How Can Businesses Measure the ROI of Feedback?

Measuring the ROI of real-time feedback involves looking beyond immediate metrics and understanding the broader impact on your business. One of the most critical strategies for increasing ROI in today’s competitive market is making your customers happy.

When customers are happy, they are more likely to return, refer others, and become loyal advocates for your brand, driving sales and boosting ROI. Businesses that deliver exceptional customer experiences create a foundation for long-term success.

Potential customers often measure your service quality against top-rated organisations like Timpson (86.0), Nationwide (85.2), and John Lewis (85.0), which lead the UKCSI—The state of customer satisfaction in the UK—July 2024. These companies’ high standards set a challenging benchmark for delivering an exceptional customer experience.

Businesses can also leverage real-time feedback to create social proof—an invaluable tool. By capturing positive customer experiences as they happen and using them strategically in marketing, you can influence potential customers and reinforce trust. Social proof converts customer satisfaction into a tangible business asset.

Customer feedback tip sheet from insight6

For more insights on increasing ROI through exceptional customer experience, please read our detailed blog on the critical role of CX. If you want to boost sales using social proof, explore our blog leveraging customer feedback.

How Does insight6 Help Companies Leverage Feedback?

At insight6, we offer more than just feedback tools—we deliver an end-to-end customer experience solution designed to transform your business from the inside out. We support businesses nationwide through our network of local CX specialists, each bringing a wealth of experience and deep knowledge of customer experience strategies.

What Sets insight6 Apart?

End-to-End Solutions: From gathering feedback to implementing actionable insights, we cover every aspect of the customer experience journey, helping you build strong, loyal customer relationships.

Local Expertise: With a dedicated CX specialist in your region, you receive hands-on support tailored to your business needs. Our specialists bring an invaluable mix of business acumen and CX expertise, equipping your team to make impactful changes.

Real-Time Feedback: Our instant insight platform provides immediate access to customer feedback, enabling your business to respond quickly and effectively. This agility boosts customer satisfaction and positions your brand as a leader in customer experience.

Comprehensive Support: Whether you want to enhance your online reputation, improve your products and services, or benchmark against competitors, our solutions will deliver measurable results.

At insight6, we don’t just help you gather feedback—we help you transform it into a powerful tool for growth and customer satisfaction. Our combination of advanced technology, local expertise, and tailored solutions makes us the ideal partner for businesses looking to elevate their customer experience.

Real-Time Feedback: Conclusion

In the digital age, real-time feedback is more than just a tool—it’s a strategic necessity. Businesses that effectively harness the power of immediate customer insights can respond to issues as they arise and proactively shape their customer journeys for sustained satisfaction and loyalty.

By leveraging real-time insights, companies can turn feedback into a competitive advantage, fostering deeper customer connections and driving long-term success. Are you ready to transform your business? Connect with your local insight6 specialist today and take the first step toward a customer experience like no other. To find your local CX Specialist, call +44 (0) 800 970 8987 or visit www.insight6.com.

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Customer Reviews: Learning from Tourism and Hospitality

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Customer reviews are a powerful tool for any business. As the summer holidays approach, the tourism, leisure, and hospitality sectors offer invaluable lessons on harnessing customer feedback. Here, we share six lessons on how these industries excel at gathering and using reviews to enhance their services and boost customer satisfaction.

Table of Contents

  1. Understand the Importance of Customer Reviews
  2. Create a Memorable Customer Experience
  3. Elevate Customer and Employee Experiences
  4. Encourage Guests to Leave Customer Reviews
  5. Leverage Reviews for Marketing
  6. Use Feedback to Improve Services

6 Lessons from the Tourism and Hospitality Sectors

These sectors excel at gathering customer feedback because they focus intensely on their guests. They constantly interact with guests, aiming to provide exceptional experiences. Importantly, they recognise the critical role of their staff in delivering these experiences. By prioritising feedback, they continually improve and adapt to changing needs.

Let’s look at six key lessons from the tourism, leisure, and hospitality sectors on customer reviews to enhance service and satisfaction:

1. Understand the Importance of Customer Reviews

Positive reviews shape a business’s reputation and success. Reviews can make or break a destination’s appeal in tourism, leisure, and hospitality. Prioritise customer feedback to gain insights and make informed decisions.

2. Create Memorable Customer Experiences

To receive positive reviews, focus on creating wow moments. Personalised services, attention to detail, and exceeding expectations are key. The hospitality industry often excels in offering unique experiences that leave a lasting impression on guests.

3. Elevate Customer and Employee Experiences

To truly excel in customer satisfaction, focus equally on employee engagement. Happy, engaged employees are more likely to deliver exceptional service. Invest in regular training, recognise and reward outstanding performance, and create a positive work environment. Read below to learn how we work with Bluestone National Park on its employee survey.

⭐ Read our client success story: Bluestone: Elevating Guest and Employee Experiences.

4. Encourage Guests to Leave Customer Reviews

Actively encourage guests to leave reviews. The tourism and hospitality sectors use incentives like discounts or small gifts to motivate customers to generate more positive reviews. Simple reminders during checkout or follow-up emails also work well.

5. Leverage Reviews for Marketing

Use positive reviews as social proof in your marketing. Highlight testimonials on your website, social media, and promotional materials. Sharing reviews builds credibility and attracts new customers. Publish reviews and responses openly to demonstrate transparency.

Customer reviews feedback tip sheet from insight6

6. Use Feedback to Improve Services

Continuous improvement is crucial. Actively seek feedback through customer reviews and mystery shopping to identify areas for improvement. The hospitality industry frequently updates services based on this feedback, ensuring high satisfaction. Implement changes based on the insights gathered to enhance the customer experience consistently.

Conclusion: Customer Reviews

Customer reviews offer a wealth of knowledge that can help businesses enhance their services and customer satisfaction. By learning from the tourism, leisure, and hospitality sectors, you can effectively harness the power of customer feedback. Remember, happy customers lead to positive reviews, which drive business success.

Ready to improve your customer reviews? Contact us today to learn how we can help you gather and leverage feedback to boost your business.

Like what you’ve read? Sign up for the insight6 newsletter to stay ahead of the competition and receive the latest insights and strategies to enhance your customer experience.

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Customer Feedback: Boosting Sales with Social Proof Strategies

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Customer Feedback Social Proof

It takes work to stand out, but customer feedback can help. With abundant options available, customers often turn to the experiences of others to guide their decisions. Social proof is a powerful tool that can sway consumer behaviour in your favour.

In this post, we’ll explore social proof, how to get it, and how to use it to win more business. By leveraging customer feedback effectively, you can boost sales and build trust with your audience. Let’s start and discover strategies for harnessing the power of social proof.

Table of contents:

What is social proof, and how can it be obtained?

Social proof is the idea of copying others’ actions to make decisions. Robert Cialdini first coined the term in his 1984 book Influence.

Essentially, social proof is customer feedback shared publicly. In marketing, social proof includes customer reviews, recommendations, and media coverage, which influence purchasing behaviours.

Do you know what people are saying about your business? Fear of negative reviews can hold you back. At insight6, we see feedback as valuable data, not judgment. We’re here to guide you.

Understanding customer feedback is crucial. It’s not just about collecting reviews but using them to improve and grow your business. Let’s explore why customer feedback is so important.

Why is customer feedback important?

Customer feedback is essential for making informed decisions and improving your business. It helps you understand what works, what doesn’t, and where to focus your efforts for maximum impact.

Six reasons why customer feedback is crucial:

  1. Improves products and services: Feedback highlights areas for enhancement.
  2. Measures customer satisfaction: Understand how happy your customers are.
  3. Empowers business decisions: Data-driven insights lead to better strategies.
  4. Builds loyalty: Shows customers you listen and care.
  5. Creates better experiences: Use feedback to tailor interactions.
  6. Increases staff satisfaction: Recognise and reward good behaviour.

The statistics speak for themselves:

  • 83% of consumers recommend a brand they follow on social media to friends and family.
  • 72% of customers use Google reviews to find businesses.
  • Star rating matters more to shoppers than the number of reviews.
  • 34% of shoppers say they always read online reviews
  • Businesses with 200+ reviews generate twice as much revenue.

Proactively seeking feedback is crucial in developing organic, cheerful customer reviews online. Continuous feedback lets you monitor your business performance and understand real-time customer sentiments. Tools like our instant insight feedback solution offer the quickest and most efficient way to spot any blips in your customer experience.

Customer feedback and satisfaction

Customer satisfaction measures how well an organisation meets or exceeds customer expectations. It’s the outcome of either a good or bad experience.

Studies show that 81% of consumers repeat purchases after a positive experience. However, 61% of customers would switch to a new brand after just one bad experience.

Customer feedback and retention statistics

Positive feedback can affirm what you’re doing right, while negative feedback highlights areas for improvement. Listening to and acting on this feedback is crucial for maintaining high satisfaction levels and continuously enhancing the customer experience.

Creating ‘WOW’ moments will take your customer experience (CX) to the next level. Check out our Blog on creating ‘WOW’ moments to learn how to elevate your customer interactions to leave a lasting impact.

Companies focusing on solid customer experiences report a 75% higher retention rate. Additionally, loyal customers recommend brands to friends and family, with 66% writing positive reviews after a good experience.

Generating positive reviews should be a crucial part of your marketing strategy. Let’s explore how to use social proof in marketing next.

How to use social proof in marketing

Incorporating social proof into your marketing strategy can significantly boost your business. Here are some effective methods:

  • Testimonials and Reviews: Display positive customer feedback on your website and social media.
  • Customer and Client Case Studies: Highlight success stories that showcase your impact.
  • Showcasing Logos of Existing Clients: Display logos from well-known clients or customers to build credibility.
  • Awards and Accolades: Promote any industry awards or recognitions you’ve received.
  • User-Generated Content (UGC): Encourage customers to share their experiences with your products or services.
  • Expert and Influencer Endorsements: Leverage these figures’ trust and authority to influence potential client and customer decisions.

Where to collect customer feedback

Gathering customer feedback is crucial for enhancing your business. Here are some key points in the customer journey and effective methods to collect feedback:

Why They Came to You: Ask customers what drew them to your business. This insight helps you understand your strengths and what attracts customers.

Check-In After Key Moments: Collect feedback after critical customer journey stages like sign-up, onboarding, purchases, and departures. This timing ensures you capture relevant experiences.

Ask for Reviews: Encourage customers to leave reviews online. Positive reviews boost your reputation, while negative ones offer insights for improvement.

Request Case Studies: Contact satisfied customers for detailed case studies. These stories showcase your success and build credibility.

Surveys and Questionnaires: Use these tools regularly to gather broad insights, tailoring them to specific touchpoints in the customer journey.

Follow-Up Calls or Emails: Personal follow-ups show you value their opinion and can provide deeper insights than automated surveys.

Focus Groups: Organise focus groups to gather detailed feedback on specific topics. This method provides in-depth insights and allows for interactive discussions.

These strategies can help you gather comprehensive feedback to drive improvements and enhance customer satisfaction. At insight6, our tailored solutions ensure you get timely feedback to boost your business.

Want more customer reviews? Tips to get going!

As CX specialists, we believe the customer experience is everything. Moreover, positive reviews are essential for boosting loyalty and profits. To start, read our essential guide on  ‘How to Generate Positive Customer Reviews Online’.

At insight6, we have a cutting-edge feedback system supported by local experts. We ensure you get the right survey to the right customer base the first time, every time, with exceptional reply rates. No more seeking answers online—get instant local support over the phone.

Using instant insight will:

  • Gather and analyse feedback.
  • Gain real-time insights.
  • Increase positive online reviews.
  • Publish to public review sites
  • Improve your products and services.
  • Benchmark against competitors.

WATCH: See how instant insight will help you to generate more positive customer reviews.

Conclusion: Harness the Power of Customer Feedback

Customer feedback is more than just reviews—it’s a powerful tool for improving customer experiences and boosting business success. Integrating social proof into your marketing strategy can enhance trust, drive sales, and build lasting customer relationships.

Partnering with insight6 gives you access to cutting-edge feedback systems and local expertise, ensuring you gather the right insights at the right time. Ready to transform your customer experience? Contact insight6 to boost your reviews, increase satisfaction, and drive growth. Request your free instant insight demo or CX consultation today!

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WOW Moments in Customer Experiences

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WOW moments - how to create them.

Creating ‘WOW’ moments will take your customer experience (CX) to the next level. In the fast-paced business world, exceptional customer experiences are not just a luxury – they’re essential. But what exactly are ‘WOW’ moments in customer experiences, and why should companies care about them? Here, we delve into ‘WOW’ moments and explore how you can elevate your customer interactions to leave a lasting impact.

Table of contents:

What defines a WOW moment in customer experience?

A ‘WOW’ moment is that extraordinary interaction that makes customers stop, smile, and remember. It’s when your service or product delivers above and beyond their expectations, creating a positive, memorable experience. Can you think about the moments you received exceptional service or encountered a product that exceeded your expectations? Those are ‘WOW’ moments. Let’s look at some examples:

Example #1 - Imagine walking into a local coffee shop, and the barista not only remembers your name but also knows your favourite coffee order. That personal touch is a 'WOW' moment that can turn a casual coffee drinker into a loyal, repeat customer. 
Example #2 - At an automotive dealership, a 'WOW' moment might involve a salesperson going the extra mile to explain the features of a car, arranging a customised test drive experience, or offering a complimentary first service. Such personalised attention can foster customer loyalty and referrals.
Example #3 - In the case of a law firm, a 'WOW' moment could be delivering a quicker resolution to a client's legal issue than expected or providing them with a comprehensive, plain-language guide to the legal process. Exceptional communication, empathy, and transparency can set the stage for lasting client relationships in the legal field.
In the e-commerce world, Amazon's one-click purchase option is a prime example of a 'WOW' moment. It streamlines the buying process to such an extent that customers often don't think twice before making a purchase.

Why are WOW moments important?

Simply put, these moments are more than just fleeting instances of happiness – they have tangible benefits for your business. ‘WOW’ moments can turn first-time customers into loyal advocates, boost your brand’s reputation, and drive revenue growth. Indeed, research has shown that customers who experience ‘WOW’ moments are more likely to recommend your business and return for more.

Positive experiences play a crucial role in customer satisfaction. Moreover, an astounding 90% of customers who are highly satisfied with a brand say they are highly likely to return to that brand to make more purchases (source: SMG research into CX metrics).

Furthermore, experiences have a direct impact on revenue. Brands that prioritise offering exceptional experiences to their customers witness a positive impact on their bottom line, with 84% of companies reporting increased revenue after improving their customer experiences. Additionally, customers are willing to pay a premium for these exceptional experiences, often contributing to an increase in revenue by upwards of 18% says PWC.

These statistics emphasise the concrete advantages of creating ‘WOW’ moments and underscore the importance of delivering exceptional customer experiences.

How can I identify opportunities to ‘WOW’?

Creating ‘WOW’ moments requires a proactive approach. Start by mapping your customer journey and analysing feedback from your clients. Identifying touchpoints and pain points can lead to opportunities for ‘WOW’ moments. Additionally, engaging and empowering your employees can help them deliver exceptional service consistently.

What strategies can I use to create WOW moments?

To create ‘WOW’ moments that leave a lasting impact, businesses should consider several strategies to prioritise customer satisfaction and exceptional experiences. Likewise, it’s essential to know how your customers or clients feel about your company, the products or services you provide, and the experience they receive if you’re looking to build loyalty and drive profitability. Let’s dive into some strategies to create ‘WOW’ moments.

1. Customer Experience Reviews (CX Reviews):

Often referred to as Mystery Shopping, CX Reviews are one of the best ways to test a company’s service through the eyes of its customers or clients. While Mystery Shopping is commonly associated with those in the retail, leisure, and hospitality sectors, it’s a valuable exercise for firms in any industry keen on enhancing their customer experiences. It enables you to see your business through your customers’ perspective and uncover areas for improvement.

2. Identifying Key Touch Points:

Every customer journey has critical touch points that significantly impact their experience. For example, poor customer service at a crucial touch point can easily throw away sales opportunities. In our market study – The Professional Services Client Journey Report – we discovered numerous areas where accountancy, financial service, property, and legal firms are losing potential revenue due to subpar customer experiences.

3. Effective Customer Experience Strategy:

Implementing a successful customer experience strategy is crucial. Managing and implementing feedback is a significant part of the process. Therefore, employing the right Customer Experience partner is imperative. The process must be carefully considered, ensuring that goals are set from the outset, and reviews and feedback are managed by a skilled team.

4. The Role of Technology:

Technology solutions can streamline processes, making the customer experience more seamless and convenient. Indeed, implementing an online feedback tool to regularly and consistently ask and act on feedback offers many benefits to your business. It makes the feedback process easier and more accessible to customers, increasing their willingness to participate and provide valuable insights.

These strategies are the foundation for building exceptional customer experiences and creating ‘WOW’ moments. They help you uncover areas for improvement and enhance the overall quality of service and products your business provides. As the saying goes, “You can’t manage what you can’t measure” and these strategies offer the tools and insights needed to manage and enhance your customer experience.

How can I transform the customer experience?

Transforming the customer experience isn’t a journey to embark on alone. Consequently, it requires expertise, strategy, and tools to turn insights into actionable improvements. To explore how you can make this transformation and learn more about the solutions available, visit our About insight6 page for comprehensive information on how we can assist you in enhancing your customer experiences.

How we can help you create WOW moments to transform your business

At insight6, we understand that feedback is data, not judgment. We are deeply committed to helping businesses create ‘WOW’ moments for their customers. Furthermore, our services are designed to provide you with the insights, strategies, and technology you need to unlock the full potential of your customer interactions.

From Customer Experience Reviews (CX Reviews) to advanced feedback programs, our local experts in the UK are ready to work with you to transform your business. Moreover, we believe that to build loyalty and drive profitability, it’s not enough to conduct one-off reviews.

Regular, consistent feedback and action are critical. Our online feedback tool makes it easy for your customers to share their insights, allowing you to gather in-depth information about how they feel about your services, products, and company.

WOW moments with insight6: Exploring what we do with our icx6 model.
– Our unique process for transforming your business with insight6

By partnering with insight6, you gain access to a wealth of experience, knowledge, and a deep commitment to elevating the customer experience. We’re here to help you implement effective strategies and make data-driven decisions that lead to increased customer loyalty and revenue growth.

Now that you understand ‘WOW’ moments and their importance, we invite you to get in touch for a no-obligation chat or to request a demo of our online feedback tool ‘instant insight’. Transform your customer experience with insight6 and see the results for yourself!

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Customer Loyalty vs. Satisfaction: What’s the Difference?

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Customer loyalty - a customer giving feedback.

Welcome to the world of relationships, where two key players take the stage: loyalty and satisfaction. Often used interchangeably, these terms pack distinct punches. Think of loyalty as the rock-solid bond you build and satisfaction as the smile you put on your customers’ faces. Building customer loyalty is critical to business success. Why? So you can drive revenue, cost efficiencies, brand advocacy, and long-term growth. Here, we uncover the differences between the two, enabling you to make the most of their impact on your business. 

What is the difference between loyalty and satisfaction? 

Customer loyalty and satisfaction are crucial for businesses to do well. They contribute to the customer experience, adding different things to how customers feel. Satisfaction is about making customers happy with every interaction. Loyalty is more profound – it’s about the strong connection between customers and a brand. Customers stick with one brand because they trust and like how they feel about it: positive experiences, trust, and emotional engagement fuel loyalty. Satisfaction is more about feeling good right after an interaction.  

While a satisfied customer may be content in the moment, a loyal customer becomes a brand ambassador, repeatedly recommending and returning to the company. Therefore, understanding and enhancing loyalty and satisfaction are essential for businesses to forge strong relationships, drive revenue, and ensure sustained growth. 

Why is customer loyalty important for business success? 

Customer loyalty lies at the core of business success but is often overshadowed by the lure of gaining new customers. Yet, embracing customer retention is pivotal for growth, with statistics indicating that acquiring new customers can cost as much as five times more than satisfying and retaining current ones. 

Retention is the art of nurturing meaningful connections with existing clients that repeatedly keep them engaged – and loyal. More than an accessory, it’s a pivotal driver of business success. By nurturing loyal customers or clients, you solidify your bottom line and unleash many positive outcomes, from word-of-mouth advocacy to candid feedback that can be turned into actionable insights. 

How do you measure customer loyalty?

In pursuing business success, understanding and measuring loyalty is paramount. Customer feedback is a vital source of insights into these experiences, expectations, and pain points. Research shows that a staggering 84% of customer’s expectations are unmet, and 6% say they would cease doing business after just one bad experience. By actively addressing feedback, companies can establish trust and strengthen relationships, increasing loyalty, revenue, and differentiation from competitors.  

Businesses should leverage various touchpoints along the customer journey to effectively measure customer loyalty, employing tools like surveys, feedback forms, and experience reviews (Mystery Shopping). The insights gathered improve products and services and position businesses to stand out, ensuring long-term growth and success.  

When should I survey or gather feedback to measure customer loyalty?

To build customer loyalty, the timing of gathering feedback is critical. The ideal times to get essential insights are at key customer touchpoints. After buying something, getting support, or finishing a service, these moments give a chance to understand how customers feel. By smoothly asking for feedback during these times, businesses show they care about understanding and enhancing customer experiences immediately. 

Where can I get insights to measure and improve customer loyalty?

You can gather insights to measure and improve customer loyalty by focusing on critical touchpoints throughout their interactions with your business.  

At insight6, we partner with our clients to create and deliver customer experience (CX) strategies tailored to their needs. Whether it’s understanding your customer’s journey to improve the experience and operational efficiencies or training, mentoring and coaching teams to implement change and skill development, we can help you. We are one of the UK’s leading customer experience specialists and the only one to offer end-to-end solutions backed up by a team of local experts. 

Using our total feedback solution instant insight, you can seamlessly gain actionable insights from customers and employees. Our bespoke tool is cost-effective and quick to implement, allowing you to analyse real-time feedback, benchmark against competitors, and improve your offerings. You can drive continuous improvement and achieve business growth by consistently measuring customer satisfaction and loyalty. 

Using instant insight will:  

  • Help you gain customer feedback.  
  • Allow you to acquire employee feedback.  
  • Analyse/report on real-time feedback.  
  • Obtain actionable comments.  
  • Improve your products and services. 
  • Benchmark against your competitors.  
  • Increase positive online reviews. 

 

instant insight is your total feedback solution – book your demo today!

At insight6, we’re all about helping businesses build strong customer loyalty for real and lasting growth. Partner with us to understand and boost your customer experience (CX) – a game-changer for your business success. Don’t ignore unhappy customers’ impact on your profits! Let’s chat or book a demo of instant insight to see how quick insights can transform your business! 

Customer Journey: Understanding Touchpoints 

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Customer journey mapping - Customers viewing a business on a mobile device.

Mapping the customer journey gives valuable insights into touchpoints and interactions that shape the overall experience. Many businesses believe they offer a good customer experience, but research shows that only a small percentage of these customers feel the same way. Seeing your business through the customers’ eyes is essential. Why? So, you can improve satisfaction, build loyalty, and boost profitability. Here, we explore the benefits of the mapping process in shaping remarkable experiences.

What is customer journey mapping, and why is it important? 

It is a powerful tool to learn the hidden gems of customer interactions with your business. Tracing the customer’s steps and illustrating their journey gives you invaluable insights into their trials, delights, and frustrations. Armed with this knowledge, you can proactively find areas where they may stumble and take decisive action to improve their experience. 

Personalised customer journey maps allow you to laser-focus your efforts, addressing pain points and implementing strategies to deliver a seamless experience. The result? Enhanced customer satisfaction, reduced churn, and exponential business growth. You can unlock remarkable experiences and forge lasting customer connections with customer journey mapping.

How can the mapping process benefit businesses? 

The customer experience is everything. Mapping the journey will give you insights to transform your businesses. Effective implementation based on real insight will improve the overall experience, enabling you to win new business, increase satisfaction, foster loyalty, and drive profitability. A well-crafted map should reflect the customer’s reality.

In contrast, meaningless maps hinder progress. Despite billions spent on customer experience technologies, customer satisfaction is declining, according to the latest ICS UK Customer Satisfaction Index. Getting an independent third-party review is important to avoid bias and to protect your investment.

What is involved in creating a customer journey map? 

Creating a journey map involves turning customer feedback into actionable insights. You can overcome common pitfalls and identify improvements with mapping workshops. A customer experience solution like this will enable you to visualise scenarios based on customer interactions with your business.

Customer journey mapping – a step-by-step approach:  

  • Conduct thorough research: Gather data to gain profound insights into customers’ experiences.
  • Develop detailed personas: Capture the goals, needs, pain points, and behaviours of your target audience.
  • Detail touchpoints: Find where customers interact with your business online and offline.
  • Break it down: The customer journey into stages, outlining key actions, emotions, and expectations at each step.
  • Visualise the journey: Use diagrams or infographics, aiding effective communication and understanding.
  • Analyse the map: Find pain points and areas for improvement.
  • Prioritise improvements: Base these on impact and feasibility, focusing on areas that influence the overall experience.
  • Implement targeted changes: Monitor and measure their impact and refine the map accordingly. 

Following these steps, businesses can create comprehensive and actionable customer journey maps, resulting in remarkable experiences and heightened customer satisfaction. 

How can mapping improve the overall experience? 

With a holistic view of the customer experience, companies can explore pain points and identify ways to improve the customer experience. These insights enable businesses to make informed decisions, helping them to increase efficiencies and deliver seamless interactions. Customer journey mapping is pivotal in creating remarkable experiences that exceed expectations by addressing common pain points and ensuring consistency across touchpoints. Ultimately, this leads to increased customer satisfaction, improved loyalty, and a competitive edge in the market. 

How do touchpoints affect the customer journey? 

Touchpoints play a crucial role. These interaction points, whether digital or physical, directly affect the customer’s experience and perception of a company. Positive touchpoints can create moments of delight, build trust, and strengthen the overall journey. On the other hand, negative touchpoints can lead to frustration, dissatisfaction, and even customer churn. By effectively managing touchpoints, businesses can create a positive and cohesive journey that leaves an impression on customers. 

What are some common customer touchpoints? 

There are several common touchpoints appear across various customer journeys. These touchpoints can occur at various stages and through various channels. Here are some examples:

  • Website: Customers visit to gather info, explore, buy, or seek support.
  • Social Media: Engage for communication, feedback, and updates.
  • Physical Stores: Browse, get help, and buy in-store.
  • Customer Service: Address enquiries and resolve via phone, email, and chat.
  • Mobile Apps: Access services, track orders, and engage loyalty via apps.
  • Email Communication: Newsletters, promos, updates, offers.
  • Online Reviews: Influence others via platform or site reviews.
  • Post-purchase Follow-up: Feedback, cross-selling, and support after purchase.

By recognising these common touchpoints, businesses can focus on optimising each interaction to give a seamless and consistent experience across various customer journeys. 

Mapping is a powerful tool that empowers businesses to see through the eyes of their customers. By gaining valuable insights into the genuine customer experience, companies can bridge the gap between their perception and reality.

At insight6, we partner with thousands of companies to transform their businesses by delivering a world-class customer experience. We bring teams together through the journey mapping process to understand what happens for your customers. Enhancing how your customers see and interact with your business will improve satisfaction, encouraging advocacy and repeat business. You work hard and spend money to find and attract new customers. Do not let the cost of unsatisfied customers affect your reputation and bottom line. Get in touch today for a no-obligation chat to see how we can transform your business. 

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Read more: Customer Journey: Understanding Touchpoints 

How to generate positive customer reviews online

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When we talk about positive customer reviews, we are talking about a positive customer experience or CX. People trust online reviews so they should be part of your marketing strategy.

If you want to compete online then customer reviews are essential. Positive customer reviews are the end goal, but negative feedback also provides an opportunity for improvement.

We believe customer experience is everything and that positive reviews are important for businesses looking to increase loyalty and profits. So, here we share our insights and advice on how you can generate more positive customer reviews online.

Why do I need customer feedback for my business? 

The more feedback you receive, the more confident you will be in making great decisions for your business. Insights will enable you to improve the customer experience and ultimately your profits.

Here are six reasons why customer feedback is important in business:

  1. Customer feedback helps improve products and services.

  2. Customer feedback enables you to measure customer satisfaction.

  3. Customer feedback provides data to empower business decisions.

  4. Customer feedback builds loyalty by showing customers you listen and care.

  5. Customer feedback can create better customer experiences.

  6. Customer feedback can increase staff satisfaction by rewarding good behaviour.

However, customer reviews, particularly online reviews, can be a divisive topic amongst business owners. 

People fall into one of two camps, either 'too nervous to ask', fearful of any negative comments, or the 'I know best', dismissive of any feedback that doesn't align to their thinking. Neither set a helpful foundation for achieving positive customer reviews.

Research shows 80% of companies say they deliver 'superior' customer service while only 8% of customers thought the same about those companies - how would your customers rate your brand?

The holy grail is a business leader who understands the importance of genuine customer feedback, is accepting of the feedback, and is prepared to alter or improve certain aspects of the business to enhance the overall customer experience. 

Essentially, you can't fix what you don't know is broken. 

How important are customer reviews to a business? 

Reviews not only have the power to influence consumer decisions but can strengthen a company's credibility. Reviews have the power to gain customer trust, and they encourage people to engage with the company. Engagement ultimately leads to improved profits for businesses.

  • 91% of 18-34-year old's trust online reviews as much as personal recommendations. 

  • 93% of customers have been influenced to make a purchase by an online review.

  • 4 out of 5 customers have changed their mind on a purchase after reading a negative review.

Love them or loathe them, these are the facts that sit behind purchasing behaviour today, and if you don't have positive online reviews, you are at a disadvantage to a competitor who does. (Source: Qualtrics October 2020).

Six-steps to generating positive customer reviews

As the UK's largest customer experience consultancy in the UK, insight6 Specialists have worked with hundreds of businesses to improve their CX. So, we have put together a six-step method to help you generate more positive customer reviews for your business.

  • Map and test your customer journey 

It's crucial to walk in your customer's shoes - and regularly map your customer journey - to see what they see and experience the customer journey as they do. 

Mapping your customer journey will give you first-hand knowledge of any glitches in your processes, where you really add value, and where you may need to make improvements or streamline. 

  • CX culture must be instilled from the top 

The phrase 'a fish rots from the head down' is true when it comes to CX. You must set the tone for the culture and deliver the experience you expect your employees to replicate. A good leader is prepared to ask the questions they may not like the answers to.

In fact, your employees are your biggest customer group. 

To enable your employees to deliver a great experience to your customers, you need to deliver a great experience to them to ensure that they remain motivated and engaged. Do you know the one simple (but essential) thing leaders can do to improve employee engagement?

How many negative reviews do you think could result from a disgruntled employee? Mentoring and coaching for leaders can really improve the CX internally and result in better customer reviews.  

  • Have a robust resolution plan 

Every business is going to come up against issues from time to time. The skill is turning a negative aspect into an overall positive experience. 

You need to be able to see your business through the eyes of the customer. Make sure that you have mapped your customer journey and know exactly where all the potential pitfalls lie. 

Once you have identified potential gaps in the customer journey you can begin to put robust resolution plans in place for each scenario, enabling your employees to help rectify the issue for the customer as quickly and painlessly as possible - delivering an overall good experience.

  • CX Reviews (mystery shoppers)

Forget the cliché 'mystery shopper' of the 90's retail world. A detailed CX Review should report everything, from the number of times a phone rang before answering to how many days it took to receive a follow-up call or email and specific questions you may want answers to. 

You need a level of analysis that provides you with actionable insights, allowing you to identify and address any potential issues that could generate negative reviews.

At insight6 our CX Reviewers are highly skilled and trained research professionals - regarded as the best in the world. Yes, our team will check if your staff are polite and friendly, but they delve much deeper into your business to test your entire customer journey, from how you deal with initial enquiries to delivery of services, aftercare and more. Each CX Review is designed individually to suit every business. 

  • Customer feedback

Asking for feedback proactively forms part of the strategy to developing organic positive customer reviews online. 

Continuous customer feedback enables you to monitor how your business is performing and how customers feel about you - depending on the type of feedback tool you use; this can even be done in real-time. Instant online feedback tools such as our instant insight solution is the quickest and most efficient way to spot any blips in your customer experience.

More detailed customer feedback should be undertaken periodically to delve deeper into any themes that come up in your rolling feedback - this is generally better done as a focus or listening group - to fully understand the customer viewpoint. 

  • Training and development 

One of the most common and frustrating mistakes we see is businesses collecting customer feedback but failing to do anything with it. This is where it really helps to work with a CX specialist. 

You need to analyse all the data from your customer feedback, mystery shops, and customer journey map and identify where your business or team would benefit from specialist training or development.  

insight6 Specialists take this data and design bespoke training and development workshops for their team that have a positive impact on customer reviews. 

How to decide which online review sites are the best

Google reviews, Facebook reviews, Trustpilot? There is no simple answer.

Firstly, it depends on your objectives behind the reviews. Are you looking for detailed feedback to really understand how your customers are feeling about your business so that you can continuously improve? Or are you looking to use online reviews as a promotional tool to increase business? 

With so many online outlets for customers to leave reviews, what works best for your business will very much depend on your target customer, what media they consume and what channels they use. It's also worth remembering that many customer reviews are never made public, and in many cases, these can be the most powerful and valuable reviews to a business. 

How to maximise the value of customer feedback

Online customer reviews are great for building trust, proving credibility and increasing sales but they offer so much more to a business if collected and analysed correctly. 

At insight6 we work with our clients to fully understand the objectives and target market when designing a feedback system.  If feedback is not requested appropriately, it is a wasted opportunity at best; at worst, it can create a negative experience and become counterproductive.

With our instant insight solution, we can help you analyse the feedback from your customers (or team members) at a much deeper level than self-service alternatives, enabling you to benchmark different criteria over time but also against competitors in your sector. 

Where a business will really see the benefits of a tailored feedback system is in the front-end design. Our CX Directors work with clients to pinpoint the correct questions to ask, in the right tone of voice and the correct time to request feedback. 

Are you looking to increase online customer reviews to drive traffic or sales to your business? In that case, our instant insight solution is a great way to capture quick and simple feedback or reviews from your customers with the option to automatically post to a whole host of public review platforms such as Google reviews, Facebook reviews, and Trustpilot, Trip Advisor and many more.

How to manage negative online reviews

Don't be afraid of the odd negative review. Nobody is perfect 100% of the time, and customers would be suspicious of any business that had a perfect 5* record - fake reviews are bad for business.

If you have mapped and regularly tested your customer journey, you're happy with the motivation and culture of your team, and you are regularly seeking and monitoring customer feedback, then you can be confident that it's an anomaly. The key is how you handle it.

Remember, customers aren't always right, but it's your job is to make them feel that they are! Acknowledge and thank them for their feedback, apologise for the issue and assure them that it will be investigated and if the issue remains, it will be rectified. 

Serial complainers will always do what they do best, but, if your business is generally delivering a great customer experience, you can usually rely on your customers to defend and call out a rogue review - and this is worth its weight in gold.  

Ultimately, improving your customer experience is the surest way to retain loyalty, reduce cost and increase profits. And it's easier than you might think. 

The very act of asking customers for feedback has been shown to increase customer loyalty three-fold whilst also making them more profitable customers. 

At insight6, our unique and tailored solutions allow businesses to transform their customer experience cost-effectively, from end to end, with the dedicated support of a local expert. To find your local CX Specialist and discover how we can transform your customer experience, call +44 (0) 800 970 8987 or visit www.insight6.com.

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