Customer experience maturity: More than just customer satisfaction
Are you on the path to realizing customer experience maturity? Customer experience management is quickly becoming top of mind for executives. Customer satisfaction is no longer the most important measure of success. Strategies aimed at improving customer retention, customer loyalty, and customer advocacy are integral to achieving customer experience maturity.
Reaching customer experience maturity: Three tips for success
1. Teams need be made aware of your customer experience-vision: Achieving customer experience maturity is a team effort. Teamwork is about more than just accomplishing work-related tasks, together. It’s about removing all barriers to communication and encouraging cross-departmental collaboration.
Ask yourself this one question: Do team members frequently hold two-person meetings and fail to share information discussed within these meetings with other departments? A well-oiled CX maturity strategy must be communicated by top-level executives, to the rest of the organization. To determine if your team is lacking a customer centric focus, carefully evaluate how teams currently operate. Then send out a survey to everyone in the organization, compile their feedback and share insights with the entire organization. Actively work together to come up with ways to improve the customer experience. Organizations who instil strong customer-centric values reap the benefits: improved team morale, reduced costs, and increased work productivity.
Looking for some inspiration? Check out these invaluable customer experience and leadership lessons from the legendary Walt Disney.
2. Customer feedback needs be operationalized: For customer feedback to have an impact it must be fully embedded in the operations of your company. This includes the collection and interpretation of both structured and unstructured feedback. Companies who have achieved CX maturity understand that in order to get an accurate view of how customer interactions impact your key business performance indicators, the marriage of both structured and unstructured customer feedback is critical.
For example, let’s suppose you own a chain of restaurants in the United States and you’ve recently just opened up a new location in Los Angeles, California. One month later, your revenue reports (structured data) reveal a steady decline in sales. To understand possible causes, you pull up recent online written reviews (unstructured) of this particular property on yelp and discover that a large percentage of customers were frustrated with the slow wait times, and unknowledgeable wait staff. Armed with both the what (structured) and the why (unstructured) you can now confidently prioritize your customer initiatives. In this case, additional training for your wait staff at this particular location, to ensure you manage you improve brand reputation, increase repeat business and generate new revenue.
3. You need the right technology to support your CX strategy: Did you know that 67% of large companies rate themselves as good at soliciting customer feedback. Only 26% think they are good at acting on it. It’s true, more and more, despite active efforts to collect customer feedback, companies still struggle to incorporate these insights into their CX initiatives. Customer feedback analysis tools make it easy for executives to aggregate, analyze and act on customer feedback insights in real-time. In addition, it allows provides you with a complete picture of your customer and the ability to determine the impact customer behaviour has (angry review) on customer experience (customer loyalty, retention, churn, etc.)