What do your customers really want from you and from your digital services?
In a previous blog, we shared the joy of personas and how they can help you to gain a greater and shared insight into your customers. This time, we are looking at how this knowledge can be enhanced by undertaking targeted and focused research.
There are many ways that you can hear the voice of your customers, the most important part is that's you do ask them what they think, what they need and what would help them. There's the tried and tested surveys, great for gaining information although you can't guarantee who will respond and in what numbers. Often, a mix of online, face to face and telephone surveys will increase the response rates. The personal touch allows for a little more discussion to gain a deeper understanding of customer views.
Focus groups are a good way of getting a group of customers to actual discuss specific issues, sharing their experiences and questioning each other. Whichever approach you choose and whether you do it yourself or secure external support, the important message is to listen and act on your customers' views and needs.
The customer voice can be reinforced and enhanced by gaining an understanding of how customers use and view your website. In a future blog, we will be discussing the ways and benefits of undertaking usability testing. Using this alongside your research provides a clear steer on how to develop your digital services to benefit both customers and staff.
GOSS research, with people across the UK, has indicated that online service delivery can be achieved as long as the following are considered:
- Keep it simple and easy to use - you cannot train every customer in how to use your digital services, they should be intuitive. Ensure that they are tested with this in mind.
- Keep customers informed - at each stage in the process, the more information that they have the less they will need to contact you and, ultimately, complain
- Provide timely and quick responses - when you say you will. If there is nothing to report, tell them otherwise they will be sure to contact you
- Suit access channels to the query - whilst most services can be provided online, at least in part, be aware of those that it is not appropriate. These are generally around very personalised services that rely on the interaction between people. Closely related to this is being forced to create an online account for every interaction - these should be appropriately used and to be of benefit to the customer
- Accurate information that customers trust - being able to trust the information and responses that you receive from an organisation is imperative. Once trust breaks down, people will naturally query things more, asking questions and chasing responses
- Assured of the security of their data - breaches damage reputation and can lead people to stop using digital services
- Inform customers what information they need before they start the process - there's nothing worse than going online starting a process only to realise that you need a vital piece of information that is invariably going to take time to find. Then, by the time you have this, the process has timed out requiring you to start again!
- Design the web site with the customer in mind - make it responsive
Ensuring that the services are available online and can be accessed by customers is essential, as is the ability to offer supported access to services for those people who cannot or will not use digital services.
For more information about us, the work that we do and how we could help you deliver your transformation programmes visit www.gossinteractive.com/digital-transformation