Oftentimes, businesses focus more on providing great customer service, making them overlook on other aspects that are in need of improvement—such as customer experience.
Is customer experience still needed if they are already giving the best of the best customer service there is? The answer is yes. There is a major difference between customer service and customer experience. Customer service is only one part of the customer journey. It happens when a customer encounters problems or issues with the products or services offered and the business will do its best to resolve it. On the other hand, customer experience is the whole customer journey, the interaction of a customer and business in all stages from start to finish.
Having a solid customer experience framework is necessary to help the business grow, and Gartner research director Jane-Anne Mennella explained her formula for customer experience success during the Gartner Digital Marketing Conference.
1. Customer Experience creation
Mennella said that the basic framework comprises of 4 models: “Who, When, What and How”. Described as the first step, the "Who" model is about understanding and knowing more about your customers.
“Personas capture the needs, the motivations and the goals for your most important clients”, said Mennella as quoted by CMSWire. “They are not made up, they are based on data and actual research.”
"When" is the key interactions done by your customers with the business in the whole customer journey. Menella said that this is the same with personas since it is designed to consider the needs, expectations, and goals of customers.
“You must remember that clients don’t view you in silos‚ so your journey maps must depict the seamless brand experience, just as customers will perceive it,” cautioned Mennella as quoted by CMSWire.
Meanwhile, the "What" of customer experience improvement is the customer's interaction to physical and digital touch points that produces stories, services, and experiences. Lastly, the "How" is where you look into systems, processes, and data.
2. Know goals that produce positive CX results
After creating a customer experience framework, it is time for the next time: knowing useful goals. Mennella recommended that a business should start from the top. Understand how your leadership can produce success; align with the general business' goals, and what CX metrics are compatible for support to make it all happen. Afterward, break down these business outcomes to strategic levers and macro performance metrics, then to operational levers and diagnostics, and up to the final stage, into tactical levers and optimizations.
3. Gathering customer experience data
Collecting customer experience data are needed to know which areas are in need of improvement. But where do these data come from? Menella said that the needed data is composite of Customer Voice, Customer Data, Customer Insight and Competitive Insight.
Customer Voice is the combination of direct, indirect and inferred customer feedback that can be usually found in surveys, social media, clickstream data and purchase history data. Used for personalized experiences, Customer Data is the detailed profile of the customer that is taken from CRMS, behavioral data, explicit preferences, segments, personas and data brokers.
Next is Customer Insight. This is the primary customer research and secondary aggregated data that is taken from surveys, focus groups, ethnographic research and market research services. Lastly, Competitor Insight, which is often used to compare the brand to competitors, is taken from industry indices, surveys, third party research services and competitor comparison research.
Customer experience is an important factor in the growth of the business. Since this factor covers all interactions of a customer with the business, Contact centre outsourcing should be able to provide the best of the best service there is in every stage to make customers happy and satisfied.
Publish Date: June 15, 2017 5:00 AM
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