Successful companies clearly define and practice customer experience management. Customer experience management falls under the umbrella of customer service, and is used to gain data and use that data to essentially drive business and improve the overall customer experience. To get the most out of your investment, follow these tips for successful customer experience management.
Start at the Top
While the entire company needs to be customer focused, it is the people at the top who can create change and breed the company’s culture. Executive leadership needs to buy into the idea of creating a customer centric company culture and implement those ideas. Adding a customer centric focus to the company’s vision or mission statement will provide a focus and disseminate that focus through the ranks. You can further reinforce a customer centric focus by supporting it through trainings and incentive programs available throughout the company.
Find the Focus
It is important to understand past and current perceptions of the company. This includes perceptions of products or services, customer service practices, and the overall customer service experience. Having this knowledge will assist you in developing goals related to customer experience management. You will need to determine if there is a problem with the reputation of the company, how the company compares to other companies in terms of customer satisfaction, and what types of customer centric services you are ready to provide. The best way to find the focus is through the analysis of available data.
Do a Data Crunch
The company needs to collect data based on the focus and other areas they would like to address if you feel there is a need for change. The best way to obtain the data you need is through customer surveys. There are several options for online survey development and distribution which allows you to gain information as needed. You can also use place surveys at retail locations and mail them to customers to obtain feedback.
Surveys can be created to request information specific to your needs. For example, if your company would like to implement a loyalty program, you can ask customers (and potential customers) if they would consider using a loyalty program and what types of features they would appreciate. Surveys should be used regularly to obtain necessary customer feedback and determine if programs are successful or need to be addressed.
Share the Data
Customer feedback needs to be shared at all levels of the company so all employees understand its importance. Sharing the data makes everyone feel vested in the customer centric focus and determined to reach the company’s goals.
Following these tips for successful customer experience management will improve the overall customer experience and the increase your company’s success.