Identifying customers’ Moments of Truth is a great place to start to build a program for improving the customer experience. But, it’s just as important to figure out how to determine which changes to the Moments of Truth you should implement and how you measure the success of each initiative. Customer Experience improvements need to be a ‘win-win’, meaning it should meet or exceed customer expectations, but should also pave the way for improvements to your bottom line. To get the commitment for making changes, it’s as important to impress the CFO as it is the CCEO (Chief Customer Experience Officer).
Here’s an example of a starting framework to think about for establishing consistent criteria to prioritize potential improvements that balances the value to customers and to organizations:
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Criteria |
Importance % |
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Increases revenue |
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Reduces cost |
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Creates / builds brand equity |
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Increases customer satisfaction/ loyalty |
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Increases customer advocacy |
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Cost to implement |
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Time to implement |
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Gain agreement of the importance or weighting of each of the criteria and measure how each of your customer experience improvements stacks up. Your organization may have different criteria to add to the list, but all criteria should have a direct link to corporate objectives. Quick wins, opportunities that can be done relatively quickly without a large cost outlay, especially where the gains are projected to be significant, should begin immediately.
After you’ve prioritized your list of opportunities, establish clear metrics that link to the criteria above. These metrics will be critical to defining the success of customer experience initiatives, and will establish credibility in establishing an effective program for continuous customer experience improvement.
