“How can we improve the customer experience?” That’s a surefire way to send a team meeting into a complete silence, when you ask this Question!
strong>It’s a monster concept.
There are so many angles to consider that it’s easier to avoid the topic or talk about it instead of taking action. Companies are guilty of repeatedly devaluing the value of work it takes to improve it. They talk, sleep on it, discuss endlessly, which ultimately is their way of avoiding assigning real action to it.
But that’s why we have seven questions we often deploy during Customer Experience Investigation™ to alleviate any overwhelming feelings and help you tackle the goal of improving the customer experience! Let’s cut out the philosophy, novel discussions or the habit pushing it down the meeting agenda.
Roll up your sleeves and get on track with one of these seven actionable questions:
1. What have customers been saying? Do we have any real feedback from customers to review?
There’s gold in verbatim. Customer anecdotes give you insight on what they expect, want and need. Things your competitor may already be working on, but you have those customer insights so take advantage of it, and be sure to share within your organization. Which do you think would lead you to more ideas for improvement: a customer satisfaction/NPS report with some numbers or anecdotes?
2. Are we keeping in touch with existing customers?
It’s not a hit and run type of relationship.
3. Do we know why our customers are leaving for competitors?
4. What have we learned recently by listening in on social channels?
Customers are more likely to turn to social media to express happiness and frustration. Especially frustration. They do it because they have a pressing desire to be heard. Are you listening?
5. Have we been tracking customer-centric KPI’s? How does our customer retention rate compare with last month/quarter/year?
6. What are we learning from experiences in other industries?
To start with, it might help to look at why YOU do (and don’t) business with companies. Take a look at who and what your peers, co-workers and prospects work with.
7. How does the actual experience compare to what we would expect, based on our customer journey map?
(Don’t have one? That’s a good place to start taking action.)
Perception is our enemy when we try to improve the experience. It’s nice to imagine your prospects gathering together on top of a funnel, putting them through the sales (or other types of conversion) funnel, and a customer pops out! Bravo!
In reality, it’s a jungle gym. Customers become distracted and are driven by unconscious influences and emotion. It’s easier than ever to associate a subpar experience with your brand. It’s time to combat this from happening.
Taking consistent action on your customer experience strategy is as crucial to your business as tracking profits and growth.
Which question will you start with?