Here are six reasons why companies have an interest in putting in place a program for the continuous measurement and management of the customer experience.

Several companies have a tendency to adopt a reactive approach when the time comes to measure the satisfaction or the customer experience among their consumers. Yet this way of doing will result in a delayed decision on some of the weaknesses identified during this exercise. Therefore, companies have an interest in putting in place a continuous program for the measurement and management of the customer experience. In this article, we present six reasons why the establishment of a continuous client survey is more necessary than ever:

1. The expectations of the customers are higher than ever.
2. The tastes of consumers are changing faster than ever.
3. The Customer Experience has more and more influence on the behavior of the consumer.
4. The human touch is often missing, what the client survey can do, is to come in and take its place, encouraging communication between your company and your customers.
5. Loyalty to the brand decreases more and more.
6. Consumers share their opinion whether you like it or not. Then, you may as well give them the opportunity to express themselves!

Source: https://www.mycustomer.com/experience/voice-of-the-customer/six-reasons-customer-surveys-are-more-important-than-ever