We understand – you’ve been trying to do everything to retain your customers. To be honest – who isn’t? We also know that as a businessperson, it would be your worst nightmare to see your customer churn rate grow rapidly.
However, the thing that you should be more concerned about in these situations is not the figures but the actual reason behind customer churn. In most cases, it happens when your online visitors can’t find what they were looking for and end up looking for it somewhere else without reporting their complaints. In the online business world, such visitors are known as “silent churners”.
“Only 1 out of 26 unhappy customers complain. The rest churn. A lesson here is that companies should not view absence of feedback as a sign of satisfaction. The true enemy is indifference.”
Well, if we think empathetically here, they are right in their own way. Let’s suppose, you’re faced with the same situation while buying something online. Would you spend your precious time writing down an email for complaint? OR Would you just look for that thing somewhere else on the internet? We know, the latter seems to be the best decision here.
So, if you want to reduce your churn rate, you must incorporate an online feedback solution on your website. This will not only help you in identifying the pain points of your customers but will also present you with the possible remedies you need to eliminate them.
How digital feedback can help your situation?
To understand the right use of online feedback, first of all, you need to understand your customer’s journey properly. Whenever you are planning to work on reducing your customer churn rate, you need to identify the digital touch points where you could possibly learn more about their distinct behaviors via feedback. These touch points can be defined in the form of a funnel, which is further divided into three main categories;
At this point of purchase, you need to gather data regarding the quality of your website content and the product information. This will help you in improving that preliminary impression you make and will attract more visitors to your sales funnel.
The actual purchase
Most visitors leave your website without completing their order. At this stage of the funnel, you need to identify those factors which are impeding your customers’ final purchases. To be precise, you need to instill exit feedback forms to learn the real reasons behind their churn at this point.
At this point of purchase, you need to collect feedback regarding the ordering process that your customers went through. The purpose behind this feedback is to ensure that your ordering funnel is as easy and efficient as possible for your customers.
What are the exact required actions?
Close the loop
If you want the sum of this whole blog in a single phrase, that would be it. In customer experience management “closing the loop” is a popular terminology. It means that you have to take the rightful actions on the feedback collected, in order to continuously improve your future customer experience.
However, there are some actions that you need to take internally and there are some that need efforts externally.
By internal actions, we mean to say that you need to align the practices of your business’ departments internally. You need to integrate different tools to boost the inter-departmental communication between teams regarding an issue. To be precise, an organization should never be working in silos in times like these.
External actions are more concerned with the CRM activities. Handling them well is as important as the internal actions. Once you have aligned your departments under a common goal, it’s time to get your customers in the loop with your progress. And when you do that, it gives your customers a notion that you care for them and they grow loyal towards your business.
So, start collecting feedback for your business processes along with the product feedback and fuel your churn reduction strategy from today onwards.