According to Forrester, “84% of companies aspire to be customer experience leaders, but only 1 out of 5 deliver good or great CX.” For many years, I have worked in the field and studied Customer Experience. So, I understand why. Here are some tips on how to be truly customer-centric, not just to say it.
Companies say “delivering excellent customer experiences” is important. They even include it in their mission statements. Yet, they do not provide CX training to employees. Nor do they have an organizational structure to deliver on the “customer first” promise.
Build a CX organization that partners with every department to implement best practices and proven CX methodologies.
To build employee skill sets, deploy an employee certification program. Personally, I like Rutgers Customer Experience education course. Read about my experience here.
Companies track customer experiences based on a single metric. However, this metric does not reveal the full picture of customer satisfaction and sentiments.
Leverage powerful tools and platforms in the marketplace. These tools include ForeSee, Medallia, OpinionLab, Qualtrics. Of course, the key is to measure customer metrics holistically. Then prioritize pain points and fix identified issues (close the loop).
Companies do not empower employees to do what is best for their customers. For example, call center reps read from a script. But they do so without really listening to what customers are saying.
Then they offer solutions. But those solutions don’t address customer pain points. This happened to me recently. Read my story about a well known online retailer and the lessons learned.
Build a CX culture. RECOGNIZE and REWARD employees for demonstrating customer empathy. And for turning dissatisfying experiences into pleasant ones.
Businesses compete on price, rather than delivering value.
Figure out how to give customers something extra that serves as a brand differentiator. This doesn’t require a huge investment.
Read my story on how Stacy’s Pita Chips created a MEMORABLE, UNEXPECTED customer experience. Years later, I am still buying the product and telling others about the brand.
Companies focus on delivering Wow moments. On the other hand, they don’t focus on fixing actual issues that made that customer “sorry” gift necessary.
Get customer experience basics right. Then you won’t need to invest more to keep customers loyal.
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*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.