Great Experience Equals Better Customers

Every organization wants to believe they are customer centric, or at least begin moving in that direction. But as you know, intentions are not enough.

In a fickle culture, customers are considered "hyper-adopters" which is a nice way of saying they are disloyal and willing to jump ship for a better deal. I can't blame them. If the only thing that makes your company different is price, then don't be surprised if you have low retention and little loyalty. We are at a point in time where the consumer values an effortless experience over the hassle of getting something cheap. Hyper-adoption is creating more pressure to speed up CX transformation in organizations.

Where's the proof?

Data from Forrester’s Customer Experience Index (CX Index™) shows that improving CX improves profitability; in fact, the revenue growth of CX leaders is 5.1 times that of laggards. Great CX impacts both top-line (higher retention, cross-sell and up-sell, new customers) and bottom-line growth (lower cost to serve, lower customer acquisition and employee acquisition costs).

How do I start CX in my organization?

Buy-in and continued support from the C-level are always necessary, but to accelerate CX efforts, agree upon a clear vision that guides your company’s overall activities around improving CX. Examples would be; first identify EVERY touch point your customer interacts with to get to your brand. Make those your "front-line". Try mind-mapping those points to visually see where customers are interacting with your brand. Wouldn't you want to know what is happening at each touchpoint? These are the humble beginnings of a Voice of Customer (VoC) program. More on that in another post. While that is happening, assess your current CX to know where you’re starting from and what areas need improvement. Introduce a current-state experience map to help visualize your customer's experience. Adding this level of transparency helps for all siloed departments to see the type of experience the customer goes through. It won't be easy to look at but it is a necessary first step.

Finally, create the tech foundation that allows your firm to provide the digital experiences customers expect.

This is where the hard work of CX, UX, and tech come together to provide effortless solutions.

To recap, here is how I would go about it to get things started:

Where are you with your CX culture?

1.Mind-map all touch points. 2.Create a customer current-state journey map, or experience map. 3.Begin to establish a Voice of Customer program. Does your customer have a voice? Aside from your facebook page? 4.Begin to scope the technology needed for your customer to begin having an effortless experience. Webchat? Easy phone trees? You name it...There are many ways to serve your customer and to let them be heard. 5.Tracking: What key metrics will you use for your organization to make actionable decisions?

Stewart Severino

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