3 Ways to Listen and Learn How Your Customers Feel

Surveys alone don’t cut it when your organization wants to know how your customers really feel.

Today’s consumers have a lot to say when it comes to customer service and the customer experience. The problem is, many companies aren’t truly listening to what their customers want and have to say, according to “2023 Global Consumer Trends,” a global consumer report from Qualtrics XM Institute.

“People want companies to listen more — and that doesn’t mean just sending more surveys,” says the Qualtrics report. Qualtrics surveyed more than 33,000 consumers across 29 countries on what businesses must do to win their loyalty.

“[Customers] want companies to really listen, and that means tapping into

omnichannel listening and new tools like video feedback to get a better understanding of how people feel so you can respond in the right ways.”

In fact, the Qualtrics survey found that 63 percent of consumers surveyed say that companies “need to do a better job of listening.” Online retail, supermarkets and department stores top the list of industries that have learned during the pandemic to listen to their customers’ needs and feedback.

These businesses have had to become “incredibly agile” with putting customer needs first  as health and hygiene rules around COVID constantly shift, says the report:

“Demonstrably, they’re the industries that have passed muster when it comes to listening to their customers. And, rightly, that ability to listen and understand has helped them build

longer-lasting connections,” says the Qualtrics report.

Empathy is key

Are your customer service agents and employees trained on the skill of empathy — putting themselves in the customer’s shoes to fully understand that person’s frustration, anger or complaints?

For example, someone who is calling the third time about an incorrect bill is likely frustrated and can test the customer service rep’s patience. But if the rep can empathize with the customer, which begins with listening — not just to come up with a response but to actually understand how the frustrated customer feels — the caller will feel listened and valued.

“The ability to add context and respond with empathy is what makes human interactions so powerful,” says the Qualtrics report. “Harness that, both in digital and in-person experiences, and you’ll be rewarded.”

Listen to omnichannel feedback

Many companies rely solely on feedback from customer surveys but by doing so, they’re missing out on valuable information they could glean by listening more closely to all channels of communication feedback. Customers want “omnichannel” options for communicating with customer service agents and other employees.

“In addition to the strong connection between customer satisfaction and loyalty, our research also highlights the importance of empathy and variations in channel preferences by activity,” says Moira Dorsey, principal XM Catalyst, Qualtrics XM Institute.

“Successful organizations understand what’s most important to their customers for the most

business-critical activities. They intentionally invest in and deliver experiences in a way

that meets — or beats — both customer expectations and business objectives.”

Tap into unstructured data

Unstructured data comprises the “vast majority” of customer information available to companies today, according to the Qualtrics report:

“Whether it’s social media posts, call transcripts from your contact center, online reviews, forums, or chats, it’s where the vast majority of consumers talk about the companies they buy from. Bringing these unstructured data sources into your CX program is essential to truly see the full picture and understand what they really need.

“These are the places your customers describe their experiences in their own words, painting a much richer picture of how they feel than any multiple choice question can provide.

Integrate video feedback

Video feedback can help your company merge those benefits with the benefits of solicited feedback and insights you get from unstructured data.

“For your customers, it’s the most natural way for them to communicate, mimicking the way they message friends and family, and for many the way they predominantly work, too,” says the Qualtrics report. “And for your business, it’s the route to deeper insights that really get to the heart of what your customers need.”