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Matrose
Joined: 03 September 2022
Location: India
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Posts: 15
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| Posted: 26 October 2022 at 19:36 | IP Logged
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experience">Customer experience (also known as CX)
is defined as the interactions and experiences your
customer has with your company throughout the customer
journey, from first contact to becoming a happy and loyal
customer.
CX is an important component of Customer Relationship
Management (CRM) because a customer who has a positive
experience with a business is more likely to become a
repeat and loyal customer.
According to a global CX study conducted by Oracle, 74%
of senior executives believe that customer experience
influences a customer's willingness to be a loyal
advocate. If you want to keep your customers, you must
invest in their experience!
Everyone talks about "walking in your customers' shoes"
to see what kind of experience we provide to them. This
is always a good idea... but there are other ways to find
out if your experience is up to par.
The key to providing an exceptional and memorable
customer experience is to ensure that it is consistent
and repeatable by ALL of your employees EVERY DAY!
Unfortunately, most businesses deliver "random acts of
excellence and chaos" throughout the organization. This
creates confusion and uncertainty in your customer's
eyes, which leads to defection... the customer leaving
and going somewhere else. So, how do you keep this from
happening in your company?
See
more
Allow me to share 4 Creative and simple ways you can
quickly assess the type of experience your customers are
having with your organization and how you can use this
information to improve your overall customer experience.
These are not your typical methods for gathering customer
feedback, such as conducting a survey, calling the
customer, interviewing your sales team, or a variety of
other more common techniques. While all of these have
their place and can provide some valuable insight, I'd
like to stretch your thinking in a few different
directions... bend your mind a little on some other
creative ways to see what your CUSTOMER EXPERIENCE is all
about.
1. Mystery Shoppers with a Difference... We all
understand what a mystery shopper is: someone goes into
one of your establishments and shops as if they were
regular customers, then writes notes about their
experience. This is a fantastic practice, particularly
for B2C retail and customer service businesses, but it
can also work well for B2B businesses. Here's the twist:
choose 10 to 25 friends you trust and believe would
provide you with honest and direct feedback if they were
mystery shoppers. If you work in retail, you will need
more friends to help you than if you work in B2B.
Here's why you need friends: you can give them a detailed
plan of what you want to test out, and they will provide
you with more detailed information on the back end. They
are fantastic because you trust them and they genuinely
want to help you improve. They will execute with far more
zeal and enthusiasm than a traditional mystery shopper.
You can give them specifics about what might happen and
how to respond to various scenarios. This provides you
with much more specific information in areas you may want
to test out in greater depth within your organization.
You can also ask them questions that go beyond what a
mystery shopper would ask. For example, you can assist in
scripting them to go "deeper" in the discussion to see
how your employees will handle it, as well as offering up
specific objections/concerns that you want to ensure your
employees can handle appropriately. This is an
opportunity to obtain "richer and more specific"
information than a traditional mystery shopper would
provide.
2. Call if you have an unusual request... Another great
way to test how well your employees handle a situation is
to have someone you know (similar to the friend idea
above) call them with an unusual request. The request
must be something you would handle in your business, but
it must be unusual enough that the employee must think
further and seek additional input from others. You don't
want your employees to say "NO," you want them to offer
to find a solution and then observe the process.
This tests how they treat your customers throughout the
experience when things get a little off track. It's one
thing for an employee to always deliver a great
experience when everything falls neatly into place, but
it's quite another when they're stumped. What you're
looking for isn't so much the solution to the problem
(which could be a process issue, a product issue, or a
delivery issue, for example), but how they handled the
customer during the process of determining the best
solution.
3. An executive's family member... This is one of my
favorite tests. This is where the family members of some
"key executives" interact with your employees across your
organization. The key is to make sure your employees
understand they are related to executives and leaders.
This is what makes this test so effective for you... they
must understand how important they are.
The purpose of this exercise is to compare how they are
treated to the rest of your ideal Customer Personas. What
you're looking for is whether they're treated any
differently than your best customers. They, of course,
should not be treated differently. If you provide an
awesome customer experience, everyone should have an
awesome experience... no matter who they are. This is why
you create the Customer Journey: to provide a remarkable
and memorable experience.
Identifying "different" areas of the Customer Journey can
be extremely insightful in better understanding the areas
that could be improved in your overall customer
experience. Write down the key aspects of the experience
and compare them to what you see and hear from your
regular customers. This "gap analysis" will be extremely
beneficial in terms of improving your overall customer
experience.
First, by involving them in the process, the customer
sees how much you care about them and their experience;
second, they see how important they are individually
because they were chosen to assist you in gathering this
information. This is a simple way to conduct an
assessment and stay involved with your customers
throughout the process.
4. Stump the worker... This is a fantastic exercise to do
both with the customer and internally. The goal of this
exercise is to find some unusual or unusual situations
that "stump the employee" to the point where they don't
know how to solve the problem. The goal is to assist your
employees in "learning a process" for resolving any
question or issue... not to know everything about
everything. The goal of this activity is to know where to
look for answers and their thought process.
CAUTION: Take special care not to make this a negative
experience for the employee by demonstrating that they
don't know everything or how to solve the problem. This
is a situation where it is critical to encourage
employees... rather than having all the answers, give
them different ways to think about a solution. This is
about process training to help them find the answers
while providing an excellent customer experience. When
done this way, you get innovative problem solvers rather
than robots who try to know everything.
Hopefully, this has "extended your thinking" about how
you can further test and assess the strength of your own
Customer Experience within your organization. When done
correctly, these can be entertaining, team-building, and
extremely informative about what is going on in your
company and with your customers. The key is to make this
a "positive exercise" that emphasizes learning and
improvement rather than reprimanding or pointing out
"negatives." When approached in this manner, they can
become a long-term part of your customer experience
program.
And, as always, if you need help or clarification on any
of these, please give us a call or send us an email with
your question. Always eager to assist in making your
company even better than it is today and improving the
customer experience.
Social Media Link:
https://www.facebook.com/andyedge.ltd
https://twitter.com/andyedgecom
https://www.instagram.com/andyedgecom/
https://www.dribbble.com/andyedge
https://www.behance.net/andyedge
https://www.linkedin.com/in/andrewedgecombe
If you found this useful, please share it with your
friends so that they can benefit from the information as
well. It not only means a lot to me, but it also helps
others understand the story. If you found this helpful,
please visit our website at
https://www.andyedge.com/customer-experience
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U47.org Forum :: The Cadet School
Topic: 4 Creative Ways to Evaluate the Customer
