Think about all the opportunities you have to get feedback from your customers. Any time you interact with a customer is a chance to understand how they feel – so ask them. Speak to the people in your organisation who interact with customers first hand – they can tell you how a customer feels. And step into your customers’ shoes. Don’t just imagine how they feel – experience it for yourself. Phone, email, interact on social media, and use all these opportunities to behave like a customer.

Get Feedback - ask your customers how they feel!

Conduct customer research and give them the opportunity to tell you how they feel at each stage. Proactively ask them for feedback on how good their experience is.

Speak to your employees

Use employee engagement opportunities to gather feedback on how customers behave and why experiences may be falling short of expectations.

Become the customer – do some mystery shopping!

Imagining how your customers potentially feel during their journey is worthwhile, but experiencing it for yourself will drive much needed insight and action.