Ready to deliver a better customer experience? Communicate with your customers and act on their feedback, and you'll know how to spend your time and resources.

1. Customer Communication +
Customer Feedback = Better CX
“You can’t transform something you don’t
understand. If you don’t know and understand what
the current state of the customer experience is, how
can you possibly design the desired future state?”
- Annette Franz

2. Ready to raise your CX game?
Start with communication and feedback.

3. Why care?
• Customer communication and customer feedback are faltering in businesses throughout
the US on many levels. They deserve urgent attention as the golden keys available to
commercial entities interested in unlocking their competitive potential.
How do I start?
• Awareness is critical. With possible results ranging from wasted promotional dollars to a
damaged brand reputation, poor CX awareness is a customer communications disaster
in modern times.
• Know where to look. Customers “talk” to us continuously via their actions, complaints,
hesitations, reviews, online activity, and in-store behavior – how they feel and whether
their expectations are met. The answers lie here.
• Ask the right questions. Compile a list of “must-knows” to sort through data.

4. Don’t waste customers’ time.
Ask smart questions that deliver results.

5. 1. Improve your product

6. Through customer feedback surveys,
ask how new features, product
changes, and expanding the range can
help the brand to:
• Outdo the competition
• Address pain points through the sales process
• Open new markets
• Improve usability
• Reduce the touchpoints between “attention”
and “buying the brand”
• Create better customer engagement and
communication with customer B2B entities at
the product interface

7. • Think outside the box.
• Instead of waiting for customers to
lead the conversation, have human
or AI chat agents initiate online chats
to solicit opinions about additions and
features you have in mind.

8. 2. Detect all touchpoints

9. • CX relies on mapping out a journey
through the entire buying process. Any
touchpoint can push the customer off
the desired track, possibly killing the
sale.
• Draw up a list of questions related to
your touchpoints. Answers to these
questions should clear up all uncertainty
that hinders customers from moving
from one touchpoint to the next, leaving
no gaps in the CX process.

10. 3. Drive sales far and wide with
customer communication

11. • By turning customer responses and
declared expectations into brand benefits,
word of mouth references spread through
the market.
• From there, it’s easier to request real-time
testimonials and public
recommendations. When it comes to
online credibility, social proof goes a long
way.

12. • Encourage tour team to take all
customer feedback seriously,
recognizing it as the best avenue for
making your product and brand
meaningfully different.
• Feedback can give substance to a
long-lasting customer experience that
creates extraordinary market value.

13. 4. Build employee morale and
enhance their performance

14. • If customer feedback is good, it can be
incredibly motivating for employees to
know that their contributions made a
difference.
• When things fail, deflation may erode
employee morale — if poorly handled.

15. • A culture where EX centers on learning
from your mistakes should keep things
moving in the right direction, even in
the face of negative CX and flawed
customer communication initiatives.
• Use customer responses as a reason
to provide better insight into customers’
minds. Create new ideas and actions
that address troubled touchpoints,
replacing them with improved options
that customers expect and deserve.

16. 5. Measure customer satisfaction

17. • Don’t rely on guessing about
customers’ experience
• Smart customer feedback surveys
include key metrics like Net
Promoter Score (NPS) that make it
easy to identify who can help you
make your case – and who’s
hurting it.
• Brand Promoters
• Passives
• Brand Detractors

18. 6. Retain customers while
attracting prospects

19. • Faster, more energetic responses inspire
stronger emerging brand loyalty is likely
to be, and a proven Customer Retention
Survey Template makes it easier to
identify the most urgent customer
touchpoint pains.
• Harness your team resources to resolve
issues seamlessly and with maximum
promotional impact.
• Customers will recognize your efforts to
listen and quickly address any problems
identified, building trust and loyalty with
your brand.

20. B2B complexities
• While many of these points can apply to both B2C
and B2B situations, B2B presents a more
complicated challenge because customer
influencers invariably enters the equation.
• CX in the B2B arena frequently travels down many
tributaries before returning to the mainstream.
• As missing even one can kill the sale, customer
communications in B2B customer entities require
especially careful analysis to make sure every
player is considered and engaged.

21. Communicate with customers in a way that swings emotions and steers
action toward your brand.
Train your team to be inquisitive, asking the right questions at the right
moments, both formally and informally.
Get to know more about the people making the buying decision and those
influencing it by seeking feedback at every turn.

22. Follow these tips and build a customer-centric
brand that paves a smooth path through the
customer experience.

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24. Email:
Reach us
on: support1@sogosurvey.com
+1 (800) 646-0520

25. Thank You!
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