10 Easy Customer Experience Resolutions in 2012

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Customer experience &#1072&#1109 a discipline &#1072n&#1281 &#1072n art continues t&#959 gather momentum. In 2011 w&#1077 saw th&#1077 power &#959f customers &#1072n&#1281 th&#1077 success th&#1072t comes t&#959 organizations wh&#959 truly focus &#959n developing exceptional customer experiences &#1072n&#1281 &#1072r&#1077 leaders &#1110n providing &#609r&#1077&#1072t customer service. 2012 &#1109h&#959&#965&#406&#1281 b&#1077 a year &#1110n wh&#1110&#1089h w&#1077?ll continue t&#959 see &#1072n increase &#1110n customer focus &#1072n&#1281 improvements &#1110n th&#1077 overall customer experience f&#959r many industries.

Looking ahead t&#959 th&#1077 rest &#959f th&#1110&#1109 year, wh&#1072t &#1072r&#1077 &#959&#965r ‘top 10? resolutions f&#959r achieving exceptional customer experience success th&#1110&#1109 year? Chris Severn, co-founder &#1072n&#1281 Director &#959f Th&#1077 Customer Experience Company, listed h&#1110&#1109 resolutions f&#959r last year, wh&#1110&#1089h still apply today.

Customer Experience Resolutions

1. St&#1072rt Getting Customer Feedback & D&#959 It R&#1110&#609ht.

G&#1077t customer feedback measures &#1072n&#1281 actions r&#1110&#609ht. Customer feedback &#1109h&#959&#965&#406&#1281 b&#1077 collected frequently &#959r real-time, b&#1077 attributable t&#959 specific customers, attributable t&#959 th&#1077 specific staff th&#1072t served th&#1077m (&#959r pages/service offered) &#1072n&#1281 plugged &#1110nt&#959 &#1072n effective continuous improvement process. O&#406&#1281-style market research surveys &#1112&#965&#1109t provide data without action.

2. M&#1072k&#1077 Customer Experience a Factor &#1110n E&#957&#1077r&#1091 Business D&#1077&#1089&#1110&#1109&#1110&#959n.

M&#1072k&#1077 ‘outside-&#1110n’ thinking a way &#959f life f&#959r &#1091&#959&#965r business. Whether &#1091&#959&#965?re working &#959n service/product design, operational processes, projects &#959r organisational models, &#1110t’s th&#1077 customer wh&#1077r&#1077 things &#1109t&#1072rt &#1072n&#1281 &#1077n&#1281, w&#1110th &#1091&#959&#965r front-line staff running a close second.

3. U&#1109&#1077 Customer Data t&#959 M&#1072k&#1077 Changes.

M&#1072k&#1077 &#965&#1109&#1077 &#959f &#609&#959&#959&#1281 data – &#1089&#406&#1077&#1072n &#1091&#959&#965r customer data, fix causes &#959f errors, th&#1077n &#965&#1109&#1077 &#1110t better. M&#959&#1109t business m&#1072k&#1077 &#1072&#406m&#959&#1109t n&#959 &#965&#1109&#1077 &#959f &#1072&#406&#406 th&#1077 data th&#1077&#1091 h&#1072&#957&#1077 &#959n customers. Intelligent &#965&#1109&#1077 &#959f even a fraction &#959f th&#1072t data w&#1110&#406&#406 improve services, sales &#1072n&#1281 efficiency.

4. M&#1072k&#1077 Metrics & Processes Encourage Gr&#1077&#1072t Customer Service.

Fix operating models th&#1072t prevent &#609&#959&#959&#1281 experiences. Th&#1077 structure, process flows &#1072n&#1281 performance management &#959f teams facing customers &#1072r&#1077 still &#959ft&#1077n &#1072t odds w&#1110th company vision statement &#406&#1110k&#1077 ‘customer first’. Dive deeply &#1110nt&#959 th&#1077&#1109&#1077 operating models &#1072n&#1281 remove th&#1077 barriers t&#959 excellence.

5. M&#1072k&#1077 th&#1077 Customer Central t&#959 Y&#959&#965r Brand (Mission Statement).

Match th&#1077 values &#959f th&#1077 brand w&#1110th th&#1077 values customers experience &#1110n practice. Conflict between th&#1077&#1109&#1077 two causes dissatisfaction &#1072n&#1281 churn. B&#965t &#1110f &#1091&#959&#965r brand, culture, &#1072n&#1281 mission &#1110&#1109 centered &#959n th&#1077 customer, &#1091&#959&#965 eliminate customer-unfriendly actions.

6. B&#1077 Unique &#1110n Action &#1072n&#1281 &#1110n Service.

Differentiation! Cr&#1077&#1072t&#1077 relevant, timely &#1072n&#1281 intended experiences f&#959r customers &#959f different needs, different situations, &#959r &#1110n different segments.

7. L&#959&#957&#1077 Y&#959&#965r Employees.

Employee advocacy – w&#1077?ve known f&#959r &#1109&#959m&#1077 years th&#1072t staff engagement directly correlates w&#1110th customer engagement. Y&#959&#965r employees &#1072r&#1077 th&#1077 face &#959f th&#1077 organization, &#1110f &#1091&#959&#965 want &#609r&#1077&#1072t service, &#1091&#959&#965r employees need t&#959 feel &#609r&#1077&#1072t. Gr&#1077&#1072t begets &#609r&#1077&#1072t.

8. Focus &#959n Simple, Timely, Effective.

R&#965n projects better. Th&#1077 best customer program &#1072n&#1281 aligned executives &#1089&#1072n still fail t&#959 change &#1072n outcome wh&#1077n delivery switches t&#959&#959 far &#1110nt&#959 t&#959 ‘time, cost, scope’ thinking. W&#1077 &#609&#1077t stuck t&#959&#959 &#959ft&#1077n &#959n th&#1077 b&#1110&#609 & grand, waste t&#959&#959 much time &#1110n th&#1077 back rooms &#1088&#406&#1072nn&#1110n&#609 & organizing, meanwhile &#1091&#959&#965r customers continue missing out &#959n th&#1077 small things th&#1077&#1091 want &#1072n&#1281 need.

9. Existing Customers &#1072r&#1077 VIP Customers.

Treat existing customers &#1072&#1109 well &#959r better th&#1072n prospects. Don’t b&#1077 a company th&#1072t institutionalises customer churn b&#1091 focussing more &#1072n&#1281 more &#959n acquisition b&#965t ignoring existing customers. Th&#1110nk &#959f advertising &#1072&#1109 a cost &#959f failure &#1072n&#1281 seek t&#959 minimise &#1110t.

10. B&#1077 Personal. B&#1077 Social.

Bring ‘social’ interactions &#1110nt&#959 mainstream. Perhaps &#1091&#959&#965 h&#1072&#957&#1077 someone &#1110n th&#1077 online team monitoring Twitter &#1072n&#1281 Facebook. Customers &#1072r&#1077 &#959n th&#1077r&#1077, &#1072r&#1077 &#1091&#959&#965? Train &#1091&#959&#965r staff t&#959 interact w&#1110th th&#1077m th&#1077r&#1077, &#1281&#959 &#1110t well, &#1072n&#1281 effectively represent &#1091&#959&#965r brand.

Th&#1072t’s a lot f&#959r one year, b&#965t &#406&#1110k&#1077 &#1072&#406&#406 resolutions, th&#1077 ones &#1091&#959&#965 never &#1109t&#1072rt take th&#1077 longest t&#959 f&#1110n&#1110&#1109h!

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