Top 3 Mistakes Companies Make When Trying to Improve Customer Experience
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Transcript of Top 3 Mistakes Companies Make When Trying to Improve Customer Experience
Top 3 mistakes companies make when trying
to improve customer experience
Management Consulting & Strategic Communications
© 2013 Beyond the Arc, Inc.
They don’t see the end-to-end experience for their customers1
• Organizationsareusuallyverysiloedandtheytendtolookatprocesseswithoutthinkingabouthowtheyareinterrelatedacrosslinesofbusiness.Thatmeanstheirviewofthecustomerisfragmented.It’simportanttotakeaholisticview,evaluatingthecustomerexperienceacrossallchannelsandtouchpointstoensureyoureallyunderstandhowcustomersviewyourbusiness.
• Oftenbusinessesfocustoomuchenergyanalyzingprocessesandignoreimportantcontextthatcanbetterinformthemaboutthecustomerexperience.Forexample,whenanalyzingsurveydata,abankmaygathercustomercommentsbutoftenneglectstocapturethetypeofaccountsacustomerhas,thelengthoftimethey’vebeenacustomer,howandwheretheyconducttheirbanking,andtheirvaluetothebusiness.
Customers see you as one company
They treat all customers as equal instead of focusing on high value customers 2
•Manylargeorganizationsundertakecustomerresearchandcollectmountainsofdata,butrelativelyfewknowwhotheirmostprofitable(notlargest)customersare.
• Thefactisthatafewcustomerswilltypicallyrepresentthesignificantproportionofyourprofit,whichmeansthesearetheonesyoushouldtargetfirstwhenfocusingonimprovements.Startbytrackingthecustomerjourneyastheyinteractwithyourbusinessacrosstouchpoints,andprioritizeimprovementstooptimize“momentsthatmatter.”
• Besuretomonitorsocialmediaandengagedissatisfiedcustomerstohelptransformnegativesentimentintoapositivecustomerexperience.
All customers are equal, but some are more important than others
3 They don’t invest enough in employee training to deliver the desired customer experience
• Inbuildingacustomer-centriccompanyculture,employeetrainingbringstolifethevaluesofthebrand,andthetacticalcustomerexperiencethatreflectsthebrand.Asopposedtodifferentiatingsolelyonpriceorfeatures,forward-thinkingcompanieshelpemployees—e.g.,callcenterstaff,salesandmarketingteams,andseniorexecutives—internalizecorporateinitiativestoimprovethecustomerexperience.
• Toincreasethelikelihoodofsuccessthroughamergerorsimplylaunchinganewproduct,employeetrainingcanhelpensureeveryoneisonboardwithaconsistentvisionforthecustomerexperience.
It all starts withyour people
Improvingcustomerexperienceisgoodforbusiness.Togetthemostoutofyourefforts,focusonthebigpictureofhowcustomersrelatetoyourcompany,andprioritizeimprovementstogeneratethebiggestwinsfirst.Thiscanhelpbuildmomentumacrossthecompanytobestensureyoumeetyourcustomerexperiencegoals.