Here are a few tips to getting started down the path to customer experience enhancement:
1. Customers return to companies they understand and trust. Make yours one of them.†
† a. Raise your conversation with customers to its most natural state of clarity and simplicity.††
† b. Be honest - Recognize past problems and articulate what you are doing to fix them. Employees and partners will respect you; customers will listen.†
† c. Reward participation (internal and external sharing of expectations and experiences). Competitive reviews can help establish a baseline against which to compare.†
2. Revisit your company's core identity, values and operating principles. Are your people and processes supporting these?
If not, find out why.†
† a. Think about how you gain or lose value through ?customer experiences? and map out a picture of the current state.
† b. Identify the behaviors that impact brand performance.†
3. Once you know where the pain is, run cost-benefit analysis to determine the magnitude and value of needed changes.
† a. If the ROI is there, go for it. Prioritize first, then set achievable goals. Focus on the most critical points of interaction with your most valuable customers first.
† b. Try to make innovative changes that reinforce your brand and demonstrate customer focus.
4. Consider how you measure satisfaction.
† a. Work with business leaders to balance financial and customer experience goals; these should align.†
† b. Fast-paced industries, such as technology, may measure satisfaction more frequently.†
† c. Slower or traditional industries might use quarterly touchpoint research to remain responsive.
† d. How you present products and services is also important. Linking product development specs to post-sales surveys can expose innovations for which there is little demand while averting future dissatisfaction.†
5. Evaluate and quantify progress against goals at planned intervals.
† a. Employ tracking studies to maintain focus on customers and provide a regular basis for realignment.†
† b. Online questionnaires, direct mail surveys, and paid user research can be effective ways to collect this data.
- Patrick Ohlin firstname.lastname@example.org