Happy customers, engaged employees and simplified service delivery all lead to increased revenue.
An understanding of what your target customer wants and what is making an impact provides clarity on where to invest.
A steady flow of feedback from customers allows for ongoing tweaks and continuous improvement to the experience.
Customer Experience Strategy
THE FOUNDATION FOR SUCCESS AS YOU SHIFT FOCUS
Great products are no longer enough. Customers want more and in order to give them a memorable customer experience, you must create a customer-centric business. Your Customer Experience Strategy aligns key stakeholders and executives around a business case focused on key metrics and provides a practical roadmap for implementation.
Often a brand’s promise becomes detached from what is happening in its operations and customer-facing interactions. What you end up with a fractured culture and misaligned customer experience. This happens because a brand’s purpose and promise haven’t been integrated into the fabric of a business.
The key is to get the right people on side and implement a sound strategy across the company as a whole. To truly work, Customer Experience must have buy in from the top and be supported by all departments within an organization.
Customer Journey Mapping
IMPORTANT INSIGHTS INTO YOUR CUSTOMER EXPERIENCE
In today’s landscape of big data, there is more data than we know what to do with. It is the insights that we take from that data that are valuable, most especially in understanding what our customer is experiencing. Companies often make the mistake of infusing their own preferences in designing a customer experience rather than considering the expectations and needs of target customers. Customer Journey Mapping helps us to layout what our customer is experiencing in its entirety so that we can audit and begin to design a personalized Customer Experience for our most valued customers.
One thing that should not be forgotten in gaining insights is the Employee Experience. Employees are the front line to our customers and understand the state of employee engagement and satisfaction can help us to further understand the overall Customer Experience.
Brand Promise Development
YOUR COMMITMENT TO CUSTOMERS AND EMPLOYEES
A Brand Promise is the articulation of what target customers can expect.
Your Brand Promise reinforces your company’s greater purpose and should inform decisions across your organization. A Brand Promise should be reinforced across the company and be a part of the fabric of every department. While it is often viewed a function of a Marketing department, your Brand Promise is in fact not only the foundation of your Customer Experience but the heartbeat of your business and must have buy-in from all departments, including Operations, IT and HR.
Customer Experience Design
A PLAN FOR THE DELIVERY OF EFFICIENT, FRIENDLY AND EFFECTIVE CUSTOMER EXPERIENCE
Customer Experience is the new battleground and as a result many companies have a good customer experience. “Good” is the new mediocre.
Customer Experience is based in perception and therefore isn’t completely controllable but it can be heavily influenced. With an understanding of what is important to your customer and what you are promising to deliver, you can create a plan to ensure that your customers’ needs are been met at key touch points throughout the process.
Key to Customer Experience is simplicity. Operational processes should not come at the expense of Customer Experience and therefore must be looked at holistically. An exceptional Customer Experience can be delivered, increasing revenue and decreasing operational costs, when it is designed with simplicity in mind. Less truly is more.
Employee Alignment & Training
BUILD A CULTURE AROUND YOUR BRAND PROMISE THAT EVERYONE IS BEHIND.
Happy employees mean happy customers. Your employees are the most important piece of any Customer Experience program and how they feel will affect how your customers feel.
A customer-centric culture can only be achieved by aligning a business around its Brand Promise. To do this, every department and every employee must feel a part of something bigger and be committed to its success.
To do this you must create a culture and hire for fit.
Customer Experience Results Measurement
PROOF THAT IT WORKS
Understanding what is having an impact allows you to move resources to further support growth. When it comes to Customer Experience, it is important to understanding the leading indicators of the experience in order to react quickly as well as the KPIs surrounding Customer Loyalty, Retention and Advocacy.
Measurement should be based around a scorecard and metrics that measure significant impact as opposed to measuring too many things and losing focus.
Results should be consistently communicated to all levels of the organization on a regular basis to reinforce commitment.