Companies need to reorganize themselves so their goal in mind is putting customers at the center of what they do. Many companies may talk about this goal but few have actually put in the work to make it happen.
What Is Customer Experience?
Forrester defines customer experience as “how customers perceive their interactions with your company. Executives don’t get to decide how customer-centric their companies are — customers do.”
Why Is It Important?
Forrester’s Customer Experience Index report found that companies that outperform their peers in customer experience tend to have more customers who will make repeat purchases, won’t take their business elsewhere, and will recommend them to a friend — loyalty metrics that can drive millions in revenue.
How Can It Be Improved?
In order to improve customer experience it’s important to get your whole team on the same page. Start with asking your team questions. Can our customers rely on us to do what we said we would do? Are we convenient to deal with? Are our products, services and marketing offers relevant to our customers? Do we respond to our customer needs and questions in a timely and helpful way?
Once the questions have been answered you should put someone in charge to coordinate customer experience across multiple channels. This person must have visibility across all functions in order to connect unrelated groups around a customer-centric strategy.
The person that is now in charge or someone in a similar role should regularly talk with customer-facing employees. Ask your customer-facing employees what’s impeding their ability to deliver an excellent customer experience. These employees have a lot of beneficial information regarding the happiness of your customers and they usually have suggestions on how to improve a customer’s experience.
These are just a few ways to get started improving your customer experience. It’s important to start adjusting your goals now because Forrester stated we have entered a new era called the age of the customer — a time when focusing on customers matters more than any other strategic imperative.
Some companies have started to improve their customer experience by using a workflow automation solution. Read this case study to learn even with the amount of inbound customer orders increasing, workflow automation has allowed Terumo to maintain its current staffing levels while still freeing up time for its CSRs to focus on the top strategy of great customer experience.