Time for your CX Program Grade: Part 2


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CX Grades: Part two

Car Mechanic Saving Grace

In another recent experience when I took my car in to get serviced I was very disappointed to discover that they did not have any record of my appointment and did not have any openings that day either.  An initial opportunity for disaster, but instead of just scheduling me for a future date they quickly called another branch location a few miles away and got me in immediately.  An impressive save!  Upon my arrival I was met by the manager with a warm greeting, an apology for any mix up, keys to a nice loaner car for the day and a token for a free car wash.  What a rebound for these guys!  And just before I got into my car to leave the manager’s parting words were, “Just remember, if you get a customer satisfaction survey that it was the other location who screwed up your appointment, not us”.  It was as if the veneer just came of the cabinet.


Customer Support Systems: F

(Of course I am making the assumption I didn’t mess up the date myself)

Processes:  A

While there may have been a possible break down in the scheduling, the fact that they were empowered to immediately jump into action to find a solution was very impressive.

Training:  A

Assuming the scheduling error was a technical mistake; the employees were professional, knowledgeable, followed a quick protocol to satisfy a customer and did a great job with the repair.

Hiring:  A-

Aside from the parting comment, the people were warm, professional and came across very genuine.

Rewards & Recognition: B

In this case it became very obvious that their rewards and recognition are tied to customer experiences.  While the rewards and recognition of this company are effectively driving behaviors, the employees are still more focused on the score the customer will give them than the experience they deliver the customer.

As with the grades my kids will receive from their teachers, the grades our customers give organizations are byproducts of a holistic customer experience effort which goes way beyond just measuring and reporting customer satisfaction.  This includes the roles of:

  • Executive Leadership
  • Organizational Culture
  • Presence and Quality of the VOC Program
  • Customer Support Systems
  • Service Standards
  • Training
  • Hiring
  • Customer & Employee Communications
  • Resource Allocation

So how would you grade the customer experience efforts of your organization, and how would this compare others in your industry?  There is an easy way to find out.  Click on this link CX Self-Assessment, complete the assessment and we will send you a copy of the industry level report when the study is completed.  The success of a good customer experience starts well before the customer has contact with the front line—though this is often the only place organizations measure their success.  I invite you to assess your CX program!

Republished with author's permission from original post.

Matt Inman
Matt Inman is the Director of Customer Experience & Satisfaction at American Family Insurance where he has worked for over 13 years. Prior to his current role he managed the Marketing Intelligence Unit and the Primary Research Unit. In these roles he has led efforts for the creation of the corporate customer satisfaction measurement, reporting and rewards program for both agents and call centers. He also leads the corporate customer satisfaction planning and improvement efforts for the company. Prior to working at American Family Insurance he worked in research consulting, in the energy industry, for a US Congressman and for Miller Brewing.


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