Created in cooperation with Steve Colling from CREDO Research
INTRODUCTION
It’s likely that your company has customer relationships across multiple channels. The challenge is to ensure that each of these touchpoints is optimized. Are you providing the best customer engagements and commercial opportunities? Many companies find themselves focusing upon their customer’s ‘journey’ and not upon their ‘experience’. In this paper we offer some guidelines on how to prioritize your customers’ feelings – rather than simply what they are doing. Reflect upon these few questions to help assess how well your organization understands your customer’s profile, needs, behaviours and feelings:
We identify six steps for improving your customer’s experience:
STEP 1: UNDERSTAND WHAT IS HAPPENING TODAY
This is a descriptive task. Begin by suspending judgement and map out the experiences you are giving your customers. It’s important that this exercise is both qualitative and quantitative. (In our experience, it’s usually the qualitative insights that are the most illuminating.) Good, independent, impartial research is essential at this stage. It should include
You may also want to do a benchmarking study at this point. Measuring customer satisfaction across touchpoints. This will be valuable later – to re-visit, once changes have been made.
STEP 2: DIAGNOSTIC ANALYSIS
Work together as a cross-functional team. This really ensures that all areas of the customer journey are captured and will be a powerful way for staff to engage in helping to improve and own the journey. Workshops are typically the best format. Value stream mapping can be an effective process to take your teams through. Examine each element of the journey and each customer experience, to identify:
It’s likely that you will identify many possible areas for improvement. Break these down into ‘short-term wins’ and ‘longer term objectives’ that may require program management.
STEP 3: CREATIVE DEVELOPMENT
Again, this stage typically works best in workshops with a cross-section of internal stakeholders representing all stages of the customer journey. Explore options and solutions to address shortfalls. Remember to stay focused upon the customer’s perspective. What do you need to do to enhance their experience and positive feelings? The output from this stage is likely to be a range of options. The logistics of delivering these, and cost implications, can be calculated. But before you do, conduct Step 4.
STEP 4: CONCEPT TESTING
Just because the workshop team think a new solution is brilliant, doesn’t mean that your customers will. To de-risk your new plans and avoid costly mistakes, it’s a good idea to take the new concepts back into research. Identify customers from your key target audiences and share the solutions with them. Independent research, often using one-to-one interviews or focus groups, is likely to be the best approach here. The output from this stage will be a shortlist of the best options.
STEP 5: CREATE YOUR ROADMAP FOR CHANGE
Now you know what you need to do. It’s time to build a plan to deliver it. As your customer journey will most likely touch several functions within the business it will be key to manage these interdependencies and define common goals. For this we suggest creating workstream leaders to own and execute the changes needed. This will form part of a program management framework. Simply having project leaders may not be enough to manage the connections between each of the workstreams. You could run into problems if you have no one overseeing the whole program. Within this plan you should consider all the obvious variables, such as timelines, cost implications, staff training needs, marketing and promotion and creating digital assets. Alongside the program management plan, we recommend writing change management, stakeholder and communications plans. Key questions you should consider as part of the plan will include:
STEP 6: EVALUATE IF IT WORKS
Once you’ve implemented the changes there are many indicators to evaluate if you have improved customer experience. For example, increased customer retention, sales or reduced complaints. It is also important that you survey customers again – so that you understand qualitatively if and how you have enhanced their experience. By repeating the questions asked in the Stage 1 benchmark survey, you will see immediately whether you have achieved your objectives. You may also want to consider how to capture ongoing feedback from your customers - so that you can embed a continuous improvements program into your customer journey. Improving customer experience is not a one-off exercise. It’s an ongoing process of listening, learning, adapting and modifying what you do.
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