When companies in transportation “operationalize” diversity and inclusion (D&I) it can positively impact the experience of their customers. How? It can help companies better understand and cater to the needs and preferences of their customers and ultimately lead to market growth through a more diverse customer base. In turn, this also can lead to a more positive customer experience (CX), as customers feel valued, seen and heard.
In addition, by diversifying its leadership and decision-making teams, a company can better reflect the needs and experiences of its customer base, leading to more inclusive policies and practices. This can foster a more positive company culture, which can translate into improved customer satisfaction and brand loyalty.
The Value of Listening to Customers
Why is customer feedback so critical to the success of a company? According to Alan Shaw, Chief Customer Officer with PCS Software, an end-to-end TMS solution for carriers, brokers, and shippers, customer feedback is the lifeblood of its business.
“It’s the compass that guides us toward innovation, problem-solving, and sustained relevance,” explains Shaw. “By deeply understanding our customers’ needs, challenges, and desires, we can anticipate market shifts, refine our offerings, and ultimately deliver exceptional value. A strong customer-centric culture, fueled by robust feedback mechanisms, is the cornerstone of long-term success.”
Many experts in the customer experience acknowledge that as customers diversify, so does the customer experience. Diversity and inclusion can impact CX at three touchpoints:
1. Customer Perceptions.
Opinions and insights from customers are critical. As the market gets more diverse, global and more connected, perspectives inevitably change.
2. Customers’ Wants and Needs.
Customer insight should drive service and product development and delivery. Increasingly diverse customers want things that fit their unique needs and often they want to see them delivered by people who look like them.
3. What Customers See and Hear.
Marketing is where customers initially experience products and solutions, and there are no do-overs in first impressions. They want to see themselves reflected in what they see and hear.
Developing a Customer Success Mindset
There are many ways in which companies can use customer feedback. Feedback can be used to evaluate customer support interactions and act faster on issues. It can be used to measure customer satisfaction after key interactions to pinpoint areas for improvement. Customer Effort Scores can be used to improve processes and minimize costly repeat interactions. Customer research can provide insights to identify pain points, explore new opportunities, and enhance the customer experience.
“Customer input is the bedrock of our decision-making process,” explains Shaw. “We leverage it to inform product roadmaps, identify new market opportunities, improve our product and service delivery, and refine our go-to-market strategies. By continuously analyzing customer feedback, we can prioritize features, enhancements, and support initiatives that directly address customer needs. This customer-centric approach ensures that our solutions remain aligned with evolving market demands and deliver exceptional value.”
PCS Software also employs a multifaceted approach to capturing feedback from its customers, continues Shaw: “Our formal channels include Net Promoter Score (NPS) surveys, which provide quantitative data on customer satisfaction and loyalty. We share NPS results company-wide to foster a customer-centric mindset and drive accountability. Additionally, focus groups offer invaluable qualitative insights as we introduce new product concepts and gather feedback in a controlled environment.”
How can you get the most from customer feedback? “To excel in CX, prioritize empathy, agility, and measurement,” Shaw advises. “Cultivate a culture where every employee is a customer advocate. Embrace technology to streamline feedback collection and analysis. Most importantly, listen actively and respond promptly to customer concerns. By making customers feel heard and valued, you build trust and loyalty. Remember, customer satisfaction is not a destination, but an ongoing journey that requires continuous improvement and innovation.”
A version of this article is featured in Edition 3 of 2024 in our official magazine, Redefining The Road. Download it here.
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Why is customer feedback so critical to the success of a company? According to Alan Shaw, Chief Customer Officer with PCS Software, an end-to-end TMS solution for carriers, brokers, and shippers, customer feedback is the lifeblood of its business. 
