The first rule of customer experience management is take action. Good intentions will not do.
We are all busy. Your teams are busy. What’s no-one wants to hear their customer experience isn’t great.
Is it surprising few businesses make time for customer experience management? Or that the ones that do get ahead?
You need three things to manage the experience of your customers:
Your whole team must take accountability.
Data about your customers’ experience.
Willingness and ability to take action.
Understanding how your customer perceive their experience
You can collect customer data in many ways: surveys, support centre, reviews, web-statistics, etc. But, these data are too complex to report alongside single-figure business metrics.
Describing customer experience as a single number helps spot trends, but can’t tell you how to improve. Words and numbers must act together so you never assume what your customers mean.
Only you and your team can make a great customer experience.
Numerous studies show a link between culture, employee engagement and customer experience. Your customer experience management process must involve and recognise the contribution of everyone. Teams have to understand and trust each other. They have to learn each other’s language and constraints; they must support as well as challenge.
Your role is to :
- Give your teams the data and tools they need to make meaningful change.
- Champion cx and support your people every step of the way.
- Set the standards of customer experience and recognise and reward people for meeting those standards.