In the realm of customer experience (CX), the Voice of the Customer (VOC) serves as a vital compass, guiding businesses toward understanding customer sentiment, identifying pain points, and measuring overall satisfaction. While CX surveys (whether focused on Csat, NPS, or any other KPI) are typically employed to gather VOC data, their value becomes even more pronounced during times of crisis. Here’s why, along with seven best practices to consider when gaining customer insights.

Is Reaching Out to Customers Necessary During a Crisis?

Yes! A crisis may come in many forms and levels of disruption. For example, a manufacturing company may experience supply chain issues, which causes an inability to meet the tight timelines customers require. Though there is typically a natural tendency to avoid conducting CX surveys in situations like this, embracing this practice will help companies navigate challenges, rebuild trust, and ultimately emerge stronger.

Best Practices for Gathering Customer Insights

Phase 5 has been helping clients navigate challenging issues for over 30 years. In our experience, there are some essential best practices that can guide businesses amid a crisis, specifically when reaching out to customers for feedback.  

• Survey Timing: When to Reach Out is Critical

The timing of a post-crisis survey is paramount. First and foremost, the issue must be addressed, even if the fix is still a work in progress, as customers must be confident that issues will be resolved. Collecting feedback too soon may find customers still reeling from the crisis while delaying it excessively could risk losing the immediacy of their experiences. The optimal timing often lies in the sweet spot between these two extremes, allowing customers to reflect on their experiences without their emotions becoming too distant.

• Transparency and Empathy: Building Trust

Approaching customers with transparency and empathy is essential in the aftermath of a crisis. Acknowledging their challenges and demonstrating genuine concern can go a long way in rebuilding trust.  Seeking to understand the impact any issues have had and identifying ways they can support their customers through challenging times will help companies foster a positive relationship. 

• Tailoring the Survey: Getting to the Heart of the Matter

A well-tailored survey is key to obtaining valuable insights about how the crisis was handled. Questions should be directly related to the crisis, focusing on specific issues and their impact on customers' experiences. This allows for a deeper understanding of the challenges faced and the areas that require immediate attention. Incorporating open-ended questions also provides customers with the opportunity to express their thoughts and feelings freely, offering valuable insights.

• Capturing the Right Metrics: Measuring the Impact

Beyond the specific issues at hand, it's essential to measure the broader impact of the crisis on customer satisfaction, loyalty, and commitment. By capturing these metrics, businesses can gain a comprehensive understanding of the situation and identify areas for improvement.

• Handling Negative Feedback Effectively: A Closed-Loop Process

Anticipating and acting on negative feedback is crucial. A well-defined closed-loop process ensures that each piece of negative feedback is addressed promptly and effectively. By listening to customers' concerns and taking concrete actions, companies can turn negative experiences into opportunities for growth and improvement.

• Analyzing and Acting: Driving Change

Analyzing the survey data is essential for identifying and prioritizing targeted improvement opportunities. A root cause analysis can help uncover the underlying factors that contributed to the issue, enabling businesses to develop strategies to prevent similar occurrences in the future. The insights gained can inform decision-making, resource allocation, and implementation of changes to enhance the overall customer experience.

• Following Up and Thanking Customers: Building Relationships

Following up with customers after analyzing the survey results demonstrates appreciation for their feedback and reinforces the company's commitment to addressing the issues. This can help rebuild trust, strengthen customer relationships, and improve future survey participation.

While the instinct may be to avoid surveys in the aftermath of a crisis, our clients, who have embraced them as a valuable opportunity for growth and improvement, have seen tremendous success. Leading companies recognize that this is an opportunity to allow customers to tell their own stories, acknowledge the challenges, and, most importantly, take action. This helps them better navigate challenges, rebuild trust, and ultimately emerge with stronger customer relationships than ever.

To learn more about how CX research can benefit your business, contact Phase 5 today.