Customer Experience Transformation: Three Ways to Get Started
Bringing visibility to your customer’s point of view is the first step to transforming your organization.
Customer experience is a key imperative for our clients. However, in large companies with antiquated technology and siloed organizational structures, providing great customer experience can feel like a heroic act. It can be draining on individuals and budgets, leaving little energy or funds for growth and innovation.
In the early stages of Customer Experience Maturity, it is common for organizations to feel the pain of:
- High-cost error resolution and manual controls
- High levels of customer complaints and attrition
- Regulatory scrutiny
- Organization siloes by product and channel
- Employee dissatisfaction and attrition
When you're feeling this pain, it can be difficult to know where to start to uncover customer experience breakdowns. We recommend a couple of simple, yet powerful research tools to kick-start your Customer Experience Transformation:
Make call listening a priority to leadership at all levels. No longer are customer call recordings only for associate feedback or CYA, they are an important source of insights into customer needs and the true current experience. Many progressive organizations are implementing weekly customer call listening with management as high as the C-suite. This type of insight helps leaders to make the right decisions on where to invest time and money on improvements.
Immerse in the Experience
The simplest way to better understand your customer's experience is to become a customer yourself and “shop” your product or service. It sounds like a no-brainer, but many companies miss this valuable perspective. The next best thing is to visit customers in their "natural habitat." Observe customers signing up for your service or interacting with your product. Observing customer behavior uncovers unknown breakdowns and can be a spark for innovative improvement ideas.
Develop Customer Case Studies
Another powerful tool to understand the customer experience is to develop end-to-end customer case studies. Select a real customer and a real experience and map it out on a timeline. Include every phone call, every letter, every communication between the customer and your company from the time the customer had a need to when it is met. Walk through these experiences with cross-organizational teams and you will identify a jack pot of opportunities to address the root cause of customer experience break-downs.
No matter where you are on the Customer Experience Maturity Curve, these customer insights can help you prioritize the work needed to move you along the curve. Bringing visibility to your customer's point of view is the first step to transforming your organization. Companies who do this well are able to drive customer loyalty by spending less time fire-fighting and more time innovating.
Where are you on your Customer Experience Maturity Curve?