Friday, March 31, 2017

Why Customer Experience Management needs to start with a Question!

Customer experience management often involves a critical combination of a company's leadership involvement, mapping and tracking customer journey and taking a strategic approach towards delivering the best product or service experience to the customer.

However, "managing" customer experience should not be a substitute for "asking" the right questions to the right customer base at the right time! Customer experience management needs to begin with the customer, where you ask them the most customer-centric question ever raised - "How was your experience with us?".

That one question has the power to shift an entire dialogue and outreach with a customer. It adds that "human" element to your efforts to reach out to your customers with a sense of urgency where you want to make sure they know that you care about their experience with your brand.

When we talk about "managing" anything, it usually involves a lot of study, analysis and planned execution. To a customer this is invisible. Your only effort that is visible to customer is how often you ensure a feedback is taken from them and how well you execute the feedback such that their next experience is exponentially better!

In other words - Raising a simple question of empathy and care alone goes a long way in ensuring that your "customer experience" can be "managed" in the best possible way. That your customer knows that you and your team are working on delivering something better the next time. Even if you do get an extremely positive response, it is a confirmation that your customer experience management is moving up in the right direction.

However, there is a catch here!

Take this for instance, you are heading a chain of stores, say 10 of them. Now what would a Head of Customer Experience typically do? Perhaps get a survey filled out by customers and tally them each to find the weakest and strongest link amongst those stores? How long would that take? Not quite less, that's for sure!

This is where Survey Analytics can help do the same job in a matter of minutes!

Survey Analytics allows you to create, send and analyse online surveys, automatically and in a fully DIY (Do It Yourself) environment. In this instance, if you have multiple store locations, invariant of their geographical location, you will be able to view customer satisfaction and brand shareability scores (Net Promoter Score) across each of those stores. Now you can instantly tell which store is living upto the mark of your customer experience management plan and which require special focus for improvement.

These efforts don't just sound good in theory, they are responsible for growing tangible profits. Customer Experience surveys done through Survey Analytics play a key role in ensuring your customers don't "detract" away from your brand to a competitor, and instead, they act as your brand "promoters" to their friends and colleagues that can organically increase your consumer outreach and increase revenues!
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