There is a lot of talk about customer experience, but how do you gauge if your organizational commitment to this key business element is robust enough or losing focus? It’s difficult to implement customer experience when your organization isn’t sure what it means, or does not have good collaboration mechanisms and is simply adding customer experience as another layer of work in addition to everything else.
We’ve found three checklists that you should apply to your organization to see where you are:-
A) Find out where you stand:
- Have you assigned groups of people in the organization the task of identifying customer check points?
- Have you sought feedback from customers to validate and correct your findings?
- Have you held a lot of sessions, and are people now wondering what the end result of all this mapping is going to be?
- Have you identified and agreed on the entire customer experience from end to end?
- If you asked a bunch of different members of the organization to define the customer’s experience, would they give the same answer?
- Have you identified the contact points that are most vital to customer relations and growth?
A broadly defined customer experience mapping project can be overwhelming. Break it down into chunks, thoroughly map each phase of customer experience and gain an organizational consensus before moving on. Find the most important customer touchpoints and focus on improving experience at these nodal points.
B) Find out if you’re good at collaborating:
- Does everyone in the oganisation agree on your top 10 customer touchpoints?
- Have you identified the operational areas that relate to each touchpoint?
- Have you agreed to map these touchpoints and define metrics that will help in making them more effective?
- Are you willing to assign new teams of people the task of improving these touchpoints?
- Are you willing to assign cross-functional parameters relating to the delivery of customer experience?
- Are teams rewarded when complaints regarding priority touchpoints drop?
- Are you committed to working together to fix problems and revamp pivotal touchpoint experiences?
This is where it gets real. Unless your organization is willing to take a cross-functional approach who are empowered to make changes, you won’t go far in improving customer experience.
C) Is your whole organization on board?
- Have you communicated to everyone how what they do connects to customer experience?
- Or is everyone somewhat aware of customer experience, but not sure how it maps to their own tasks, which are being performed as before?
- Have you made a survey of all your customer-centric activities?
- Have you made a list of activities and investments to be dropped to provide a better customer experience?
- Have you started carrying out projects that will improve customer experience?
- Have you created an overall timeline which is being conveyed to everyone as you make progress?
Selling an organizational focus on customer service internally can be hard. You need to move people from lip service to taking real, far-reaching steps. The main weak link is usually a lack of communication and clear goal and context setting.
Customer experience is one of the key considerations in what we do here at i-Vista. For a Digital Marketing campaign and web applications that ensure our customers a great experience, get in touch with us!