In the world of customer service, we're constantly looking for ways to measure and improve the experience. Models such as SERVQUAL or SERVPERF, together with metrics such as NPS, CES or CSAT, have been our favorite tools. However, are we really capturing what matters to our customers?

The paradox of pre-determined questions÷

Traditionally, we have focused on aspects such as parking, infrastructure, service and personnel. But what if we're asking the wrong questions? At woku, we propose a revolutionary approach: letting customers tell us what's important to them.

Meme of the distracted boyfriend. A man labelled 'Client' looks at a woman labelled 'What he wants to talk about', while his partner labelled 'Question' looks at him with an expression of disgust. — **Your customer isn't interested in your questions, as they have something much better to say.**

Identifying Moments of Truth*

The first step is crucial: identifying critical moments in the customer experience. These may include:

The delivery of products.
Key interactions with the service.
The completion of a course or event.↑

Mapping these touchpoints is essential to understanding where and when to request feedback.÷

The Power of Technology in Interpreting Feedback

Using natural language processing technology, woku analyzes open-ended responses to identify the most relevant topics and concepts for customers. A kind of reverse engineering, it would be like starting with the answers to find the questions that we should have asked.

From Answers to Questions: A New Paradigm†

This process allows us to discover the questions we should have asked right from the start. For example, if multiple customers praise the speed of delivery, we know that logistics is a critical factor that deserves special attention.

Accelerating customer understanding

By using technology to process and analyze open feedback, woku significantly speeds up the customer understanding process. This allows companies to reduce resources in managing the customer experience and to achieve satisfied customers who would recommend our business.

Strategic implementation of woku↑

To maximize the benefit of woku, it's crucial to:

Map the customer experience in detail.
Identify key moments to request feedback.
Implement woku to collect free opinions.
Use the insights generated to improve products and services.÷

The Future of Customer Experience÷

At woku, we believe that the future of customer experience lies in truly listening to what they have to say, without limitations or preconceptions. Not only does this approach improve customer satisfaction, but it also drives innovation and business growth.

As user experience expert Dr. Jared Spool states: “Design is not the art of embellishing, it's the art of listening.” At woku, we take this concept one step further, allowing technology to amplify our ability to listen to our customers.

References↑

Spool, J.M. (2013). The essential principles of great UX design. Center Center UIE. https://articles.uie.com/user_exposure_hours/

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