Improve customer experience: Insights from Ben Motteram
Ben is the founder and principal of CXpert, a management consultancy specializing in customer experience (CX). CXpert facilitates growth by helping companies improve customer experience, customer relationships and employee engagement. He specializes in CX strategy, voice of the customer (VOC) programs, and customer journey mapping. He is also an active blogger and key contributor on the topic of customer experience.
What do you believe are the most important KPI’s for CX?
A lot of people are going to tell you that Net Promoter Score (NPS), CSAT, or the Customer Effort Score (CES) are the main KPI’s of an effective CX program. While they are certainly good to track, a good customer experience will consistently deliver measurable results to a company’s bottom line. For that reason, the best way to improve customer experience is by measuring Customer Lifetime Value (CLV), which reflects the profitability of customers and their loyalty.
Why do you think CX has become so important in recent years?
I think CX is becoming more important now for two main reasons. Firstly. Customers hold more power and have more choices than ever before. They easily reference one another and have amplified voices through social media channels. Secondly, we live in an age of rapid technological advancements. Everything can be copied relatively quickly. But the one thing that can’t be copied is the relationships companies develop with their customers. In my opinion that’s the real differentiator and where companies will source their competitive advantage in the future.
How has CX changed over the years?
Strategically, CEO’s are now seeing the success of customer-led companies, and are placing more value on customer loyalty. As a result, customer experience professionals are now getting a seat at the table in roles like Chief Customer Officer and Chief Experience Officer. Operationally, CX is moving beyond a simple VOC program, towards a better understanding of the end-to-end experience that customers are having. The focus is now on how to systematically work to improve customer experience using the three elements of people, processes, and technology.
What are some exciting trends shaping CX?
In the future, I see the management of customer data as being key to delivering a frictionless customer experience. Two trends are going to be huge: predictive and prescriptive analytics.
What do you think can help improve customer experience processes?
Becoming more customer centric is a process of change. A lot of companies who have attempted to implement CX programs were not as successful as they could have been because they didn’t adopt the principles of good change management. Customer experience is generally delivered by people. You can have the best CX program in the history of the world but if the employees delivering it aren’t actively engaged, it’s simply not going to succeed. So CX Managers need to engage staff by adopting the principles of change management to ensure everyone is on the same page and heading in the same direction.
What advice do you have for companies looking to improve customer experience?
Customer experience is a function of three things: The degree to which you satisfy needs, how easy you are to do business with, and how enjoyable you are to do business with. My advice to companies that are just starting out on their CX journeys is to start by focusing on how easy you are to do business with. Understand your customers’ needs and how they want to interact with you then eliminate all the things your business does that impede those interactions. Once you’re as easy to do business with as you could possibly be, then you can start trying to surprise and delight.