The government of UAE emphasizes a lot on the quality and convenience of the service delivery across all its departments, public offices and ministries the same reflects to the semi-governments and private key players in the public sectors. The UAE is also known for its state-of-the-art digital solutions across various sectors. The UAE government is very committed to digitalization and going paperless. The initiative lead to a rapid adoption of digital solutions including e-Services, special purpose websites, smartphone applications and much more. The UAE government is investing huge amount of money and efforts to improve the service quality, service delivery methods and customer journey. It is due to those initiatives the public sector has significantly improved communication, customer experience and customer happiness. The UAE government is well known for its innovation and technological advancements in its public sector and has proven to be more effective than any other country in the entire GCC.The UAE government is not only initiating modernization projects but the government firmly believes in continuous improvement and innovation which requires continuous evaluation and assessment of the current strategies and practices. The customer feedback is a great tool to assess and evaluate the effectiveness of the government policies and initiatives to modernize its public sector.
The UAE government have done so many reforms and under the current leadership the public sector and customer satisfaction have taken a completely new route. All the policies, projects and strategies are highly customer centric and the only purpose is to ensure highest quality services via most convenient business practices and utilization of the modern technology. The government have already integrated its entire IT infrastructure and all relevant departments and public offices are interlinked with each other to maximize the service quality and customer satisfaction. The customer feedback system is a great tool to get a direct opinion from the customers who are using all such systems and tools to avail various services in the public sectors. Which is the reason the customer feedback systems are also very common in government’s public offices. Here are some key benefits of the customer feedback system in the public sector:
Customer Feedback System Helps Measuring Customer Satisfaction
The customer feedback system can effectively and accurately measure the customer satisfaction which is considered to the direct measurement of a business’s progress and success. If your customers are happy and satisfied it means that all of your efforts are in right direction. The customer feedback collection is not as that easy if done by traditional methods, such as printed surveys, follow up calls, etc. However with the help of a customer feedback system the management can easily collect customer feedback. The public sector whether it is government owned or private requires to build a great relationship with their customers. That can only happen when the management of the organization will be aware of the liking, disliking, difficulties and problems of the customers throughout the customer journey. The customer feedback system provides a modernized solution for collecting customer feedback to understand all these matrices.
There are so many engaging features of customer feedback system that encourage a customer to share their opinion. On top of that a customer feedback system organizes the data collected from the customer surveys and feedbacks and it also allows creating multiple different campaigns. These campaigns can be launched on the bases of needs and requirement. The questions can be set for each campaign to address different aspects of the customer journey. For example in one campaign the customers can be asked about their opinion about the entire organizations, in another campaign the customers can be asked about the service or product and so on.
There are different types of customer surveys, the very popular customer survey types are:
- CSAT Survey (Customer Satisfaction Survey)
- NPS Survey (Net Promoter Score Survey)
- CES Survey (Customer Effort Score)
- Milestone Surveys (During the Customer Journey)
These are the popular types of customer feedback surveys. Different types of surveys are used for different purposes and provide different types of data. The CSAT Survey is usually binary questions with answers yes/no or smiley faces or happiness meter. Some marketers also use ratings and score gages, it is better to segregate the customer opinions in ranges and use a score gage or happiness meter. The typical questions are “Are you satisfied with your current experience?” or “Does the product/service meet your needs?” etc. The NPS survey is only measures promoter score, the customers are asked with a question like “How likely are you to recommend our product/service to others?” etc. The answer is usually a score gage or range from 0 to 10. The customer efforts score enquires about the difficulties a customer had to face during the customer journey. The milestone surveys are designed to ask understand customer’s opining either after immediately the customer had visited the branch or some time later to enquire about their experience and happiness.
The customer feedback surveys can have different types of survey questions which all are designed to provide the management deeper understanding of the topic. Here are some popular questionnaire types:
- Customer Satisfaction
- Product/Service Quality and Usage
- Customer Journey
- Employee Behavior
- General Trends
- Future Expectations
- Open Text Box (where customer can type their feedback or suggestion)
These all types of questionnaires are designed to understand the customer satisfaction and customer happiness level. The employee behavior, product/service quality, customer journey difficulty, and all these aspects have impact on customer satisfaction, so all these questions are asked to understand which factor is effecting it and which factor is improving it.
Customer Feedback System Helps Identifying the Areas of Improvements
Whenever a product or service is introduced the business or organization have already done its market research and have an idea and understanding of what features and plans they should offer. For public sector the situation is same, there are tons of services that millions of people use on daily bases in UAE. Which makes it a lot important for the organization to understand what their customers think about them as a brand. Moreover the customer feedback system also enables the administration to deeply understand each and every aspect of the entire customer journey along with the quality of the products and services. The customer feedback system can accurately track and capture data from various touch points of the customer journey. This data in then utilized by the internal data analytical engine to process and compile various types of reports. These reports can be then utilized by the administration and management to make changes and plan strategies for the future.
The organization can also get an opportunity to ask question about very minute details of their products and services such as which feature is more liked by customers and which features are not as that appreciated. What new customers want to see in the product and what they don’t want. Similarly the same questions can be asked about various touch points of the customer journey, for example let us take the payment modes. Let say currently only cash and credit/debit card payment option is available. However since past few years, the digital payment such as Google Pay, Apple Pay and Samsung Pay are also gaining momentum in UAE. The organization can ask the customers about what other payment method they would like to prefer to pay for the service and similarly so many other things. The open-text area where the customers can write their opinion and suggestion is also very helpful in understanding new trends and customers’ expectations.
The businesses and organizations can also ask the customers about their opinion on the products and services and various customer journey aspects. For example, how was the wait time? Or were you happy with the time taken to reach to the counter, etc. Even businesses and organizations also ask their customers about the parking lot and air-conditioning, the only purpose is to maximize the level of comfort for the customers and provide them ultimate level of quality to ensure their satisfaction.
Read More: How to Calculate NPS (Net Promoter Score) in Customer Feedback System
Customer Feedback Collection Shows that the Organization Values its Customers
Another great impact of collecting customer feedback with a good customer feedback system is that the customers take it very positively. The first impression customer gets is that the organization cares about them and want to listen to them. The customers also get an impression of importance and feel that their opinion is important for the organization hence help promoting positive brand identity. This also helps building stronger relationships between the customers and the organization. Once an organization establishes good relationships with its customers it is easier to keep them happy and satisfy. This also improve customer loyalty which is also good for improving customer happiness and customer satisfaction. Loyal customers are easier to satisfy and even if they have a bad experience they are willing to give the organization another chance.
When customers feel that the organization is eager to hear from them and is listening to them they will feel more confident, they start helping out the organization by giving their honest opinion, feedbacks and suggestions. This helps the organization to make improvements that can improve its brand identity and help it gaining the trust of the customers. Moreover when the customers are happy with a brand they are willing to help the brand in making improvements by providing honest opinion. Such customers are tend to take more time to do longer surveys and provide more insight of the customer journey to the organization. The business can then use this data to improve their customer journey and customer experience.
Read More: Customer Feedback – Best Practices in 2021
Customer Feedback System Improves Decision Making Capabilities
The customer feedback system is a great source of reliable business intelligence. The progress is tied with the decisions and strategies any organization or business made. In order to make goal oriented decisions and strategies the business intelligence is the most reliable source of information. Business and organizations who made decisions on the bases of guess or competition and only market analysis often regret later. Only the decisions and strategies that are based on a realistic statistical data and unfiltered information can push the organization towards its goals. The customer feedback is the most reliable source of such data but it is nearly impossible to gather business intelligence with the manual feedbacks and manual statistical analysis. Hence the customer feedback system is the only tool that can make an organization able to collect and process data effectively.
The customer feedback system not only organize the data and provide tangible reports but it also improves the quality of the data and ensures highest conversion rates. It is a lot easier and quicker to submit feedback on a touch screen rather standing with a sales representative or staff to fill in long forms. It is a human nature that whatever can provide comfort and convenient is preferred and liked by us. So, when a customer feedback system is not only bring ease and comfort for the customers but for the management and staff too. It is also more cost effective method of collecting customer feedback. The manual feedback collection requires more resources. It is also very hard to compile actionable reports by analyzing the customer feedback data manually. In addition the human errors and various other factors also play a role in decreasing the quality of the outcome. However, with a good quality customer feedback system the feedback collection the data analysis and report generation is done very quickly and automatically. The only cost is the deployment cost.
Read More: 7 Benefits of Customer Feedback System
The UAE Government has taken many reforms and initiatives to introduce and integrate the digital solutions to facilitate the general public of the country. Same ideology is being adopted by the semi-government and private key players in the public sector. Organizations are investing huge in solutions and tools to improve the customer experience and service quality to ensure maximum customer satisfaction. The customer feedback is an ideal way to assess and analyze all the efforts and reforms that an organization has made to improve customer journey and customer experience. Here in UAE almost majority of the organizations and businesses are utilizing some digital customer feedback collection tool, some are still relying on good old fashioned manual method. The manual method is not so efficient however even if you are utilizing a customer feedback system it is important to understand that it is providing you the required details in a simple and easy-to-understand manners to make you able to take more informed decisions for your organization or business.
A good customer feedback system provides a simple and most effective way to submit customer feedback which improves the conversion rate. The second quality is the data analytical engine and reporting. Remember the customer feedback system not only helps you collecting the customer feedback but it should also be able to increase the feedbacks quantity and quality. The quality of the data is what will make your decisions and strategies more effective. The customer feedback is crucial for improving the quality of the products and services as well as it also helps improving brand image and building good relationship with the customers. RSI Concepts is a leading name in Customer Feedback System providers in UAE . Feel free to contact us through our Contact Us page or leave a comment in the comment box below and we will get in touch with you soon.
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