Many companies know the value of customer experience and the positive impact it can have on business. Executives agree that a positive customer experience is important, but they don’t all agree on who should own the customer experience. Some think customer experienced should be owned by one department in the company, which can make the experience siloed; and others think that the entire organization should own the customer experience, which can be a problem if there is no definition for a the customer experience and no specific leadership or focus. In her recent article, Sue Duris reminds us that have poor or no customer experience will ultimately cause customers to ditch companies for others while organizations will suffer from low morale and lack of growth. In order to be a successful company, there must be high-quality customer experience. In order to have a high-quality customer experience, Duris argues that companies need to be more than customer-centric; they need to be customer-obsessed. Duris gives the following seven steps companies can take to successfully own the customer experience.
1) Make customer experience at the central tenet of your mission strategy. This may be obvious and already on the minds of management and executives, but it’s the most important step to a successful customer experience program. Whether employees have been with the company for decades or they’re brand new hires, they should fully understand the customer experience is priority #1.
2) Ensure customer experience starts at the top. To quotes a popular movie, “Attitude reflects leadership.” Executives and managers must lead the charge with customer experience and welcome and encourage communication from their teams.
3) Align customer experience horizontally across the organization. Teamwork and unity are key to success. This includes open communication between every department on important information and technological systems being integrated to provide a fluid and consistent customer experience.
4) Know the customer. Create an accurate customer journey by using personas influenced by feedback from real customers. If you listen to the customers about their needs, you’ll be able to understand their emotions and behaviors and properly create a journey that fits their requirements.
5) Map touch points to create customer journey maps. Customer feedback enables companies to identify proper touchpoints for journey mapping and accurately meet customer needs and expectations in addition to finding any issues in the company processes.
6) Focus on a sound closed feedback loop. Gather customer feedback from customers and provide the information with every department in order to make enhancements to the experience and offer customers resolution.
7) Adjust your initiatives to support your metrics. Metrics should be established for each phase of the customer journey and be utilized to make helpful changes to the system. A good customer experience program shouldn’t be static, it should be fluid. Constant evolution is absolutely necessary to maintain a positive customer experience.
This blog post is based on an article from CustomerThink. To read the original article, please click the link below:
Who Owns The Customer Experience At Your Organization? – Sue Duris
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