As you review your customer experience performance or contemplate using our free program to develop your unique customer experience in 2014 here are some tips to take into consideration.
1. Faking executive commitment. It’s very easy for leadership to say they are committed to customer experience, but it takes much more than words to drive sustainable change across an organisation. Remember your people are not listening to what you say. They are watching what you do.
2. Over-relying on customer surveys. Asking a barrage of multiple choice questions to customers might have made sense ten years ago, but it’s an ineffective use of a key asset, customer feedback. Yes your customers will rate your current performance against their expectations but it’s not their job to tell you what you should be doing in the future, that your job.
3. Neglecting experience design. Companies focus on the basic requirements of an interaction but ignore the elements of design that can make the difference between positive or negative customer emotions. Research has found that at least fifty percent of a customer experience is emotional.
4. Treating all customers the same. Customers have different needs, interests, and familiarity with offerings, but companies often turn their backs on these differences. While it may sound appealing to deliver a great experience to everyone, it’s an impractical goal for most companies.
5. dis-engaging new customers. Companies work very hard to get new customers, but they often ignore them after they pay their first invoice. Creating loyalty is about building relationships that will ensure repeat business and your most powerful advertising, customer recommendation.
6. Ignoring employees. Not surprisingly, customer experience programs focus on customers. But they often don’t spend enough time cultivating one of their most important CX assets: employees. Your people will be the difference between a quality, consistent customer experience and inconsistency and high disengagement.
7. Obsessing about detractors. Customer experience programs often focus mostly on fixing problems so that customers won’t dislike the company, but they don’t spend enough time figuring out how to make customers love them. Remember it’s about emotions and feelings are emotion. Make your customers feel welcome, important, valued and appreciated and you will be on the right track.
8. Forgetting to celebrate success. Customer experience leaders spend so much and energy focusing on what needs to be improved that they often forget to appreciate the progress that has already been made. The key is to keep the team motivated. This is a journey not a race it’s about continual development.
9. Falling in love with a metric. Companies often get hooked on a metric like Net Promoter Score (NPS) and lose sight of what’s really important: making improvements.
10. Capitalising on all your creativity. Your people have great ideas on how you can improve your customer experience. The more creativity that is encourage the more ideas that when developed will keep you well out in front of your competitors’. Make creativity and innovation an important part of your culture.
Enjoy the journey because it is a journey of continual improvement
FREE Customer Experience Development Programme download www.customerexperiences.co.nz
MD Customer Experiences
Chris Bell is the Managing Director of Customer Experiences, a company committed to building successful businesses through the development of high quality customer experiences and co-founder of cemNZ www.cemnz.org.co.nz firstname.lastname@example.org www.customerexperiences.co.nz 027 2792360