How to start
These days, CEOs understand that customer relationships can no longer be considered exclusively the domains of marketing, sales and customer service.
The most important aspect of beginning on the road to developing an excellent “customer-centric” process is the expressed need and desire to improve your customer’s experience with your company and to initiate the procedures required to do so.
One must show the impetus and drive to meet the goals of true customer experience by meeting the varied needs of your customers – once that is expressed across the company, the essential requirements can fall in lockstep with a bit of on-going support.
An effective customer experience strategy is not something that necessitates an extravagant outlay of budget or a large team of people to instigate the process. That being said, the development is one that is ever-evolving — given both the number of factors and the evolution of customer needs. With these factors detailed, it will take certain amount of time to collect the required information and develop the correct strategy for the situation — and then begin the systematic roll-out.
This process, to be truly effective, must inclusive and cover all the aspects where the customer interacts with the company – both externally and internally. These are known as “Touchpoints”; touchpoints are important because customers form perceptions of your organization and brand based on their cumulative experiences.
The overall challenge is not to try and perfect the experience of each individual touchpoint – but to merge the collective efforts of the company to meet the inclusive needs of the customer (“the customer journey”) – improving the overall customer satisfaction and reaping those many benefits.
Many companies may have several pieces that look at improving the customer experience – but in a non-unified effort isolated in each department — where there are conflicting agendas across the organisation so the customer gets an inconsistent experience.
So once you’ve identified the types of issues that you need to address to improve your customer experience — how do you fix it?