Clarabridge Chief Marketing Officer Susan Ganeshan discussed how data can help organizations improve their customer satisfaction levels during her presentation at the 2014 Chief Marketing Officer Leadership Forum in Dallas on Dec. 9. In her presentation, Ganeshan pointed out that organizations that devote the necessary time and resources to learning about innovation can become innovators as well.
Ganeshan noted that customer empathy can play an important role in an organization’s success. According to Ganeshan, an organization that understands its customers’ wants and needs can find ways to connect with them consistently. In addition, an organization can conduct customer surveys to collect customer feedback and learn about its target audience: “Customer care is doing surveys. They’re doing post-service surveys, and your other teams throughout your business are constantly asking customers questions. Your [salespeople] are constantly interacting with customers. They have tons of data that you are missing and you don’t have a view into.”
Also, Ganeshan said giving customers a voice is important for organizations of all sizes. If an organization shows that it is willing to actively listen to its customers, Ganeshan said, it can collect valuable customer data that it can use to bolster its customer satisfaction levels: “When you bring this data into the boardroom and it’s as if those customers are sitting with you, then you are representing them and you are able to implement these really cool strategic and sometimes mundane [things] like changing the coffee, but improving that customer’s life and bringing them back for more with your brand.”