Happy Customer Experience Day! Today is the first annual CX Day, founded by The Temkin Group and Customer Experience Professionals Association, which we are a proud member of. CX Day celebrates great customer experience and the professionals who make it happen. Check out CXPA’s Customer Experience Day celebration at cxday.org. There are live networking and web events all day including a webinar with Dan Hesse, CEO of Sprint, a Blog Carnival featuring industry bloggers, and the announcement of the CX Impact Awards.
As part of the countdown to this new CX holiday, Bruce Temkin on his blog, Customer Experience MattersTM has been offering a CX tip a day. Below is an excerpt of my top 5 tips from Bruce’s blog 50 CX Tips: Simple Ideas, Powerful Results.
Define Competencies for Living the Brand – Microsoft defined six values to support its corporate mission: To enable people and businesses throughout the world to realize their full potential. To foster its values, Microsoft has developed a set of key competencies (core, leadership & profession specific) that every employee is measured against in terms of their proficiency in demonstrated behaviors. The competencies help to plan careers, build necessary capabilities for success in a role, and inform performance reviews. “Customer Focus” is a core competency for all employees, measured on a 5 point proficiency scale.
Tap Into Customer Insights from Unstructured Data – As more companies thirst for customer feedback, the number of surveys has escalated. But there is a limit to customers’ willingness to complete surveys. As completion rates get more difficult to maintain, companies need to become more efficient with the questions they ask, target questions at specific customers in specific situations, and stop relying on multiple-choice questions. Tidbit: When we [the Temkin Group] asked large companies with VoC programs about the changing importance of eight listening posts, multiple choice survey questions were at the bottom of the list. Companies must learn to integrate their customer feedback with other customer data and tap into rich sources of customer insights in unstructured data such as open-ended comments, call center conversations, emails from customers, and social media. This new, deeper foundation of customer intelligence will require strengthening capabilities in text and predictive analytics.
Map Your Customer’s Journey – BMO Financial’s approach to customer journey mapping includes both the customer view and the internal view. This ensures not only that customers’ reactions are represented for each touchpoint, but that the impact of internal policies, training, and measures and targets for each interaction are also factored in. Internal stakeholder interviews and employee focus groups provide the view of “what we think happens” and external research identifies customers’ needs and wants as part of mapping the ideal experience. A gap analysis is used to gain agreement on the opportunities, which are then incorporated into customer experience action plans.
Analyze Promoters and Detractors Separately – Companies often focus their efforts obsessing about why customers are unhappy. While this is great for eliminating detractors, it may not actually increase customer loyalty. Why? Because loyalty is not the opposite of dissatisfaction. In addition to analyzing unhappiness, you should also analyze what makes customers really happy and loyal, which is often more than just eliminating problems. A focus on loyalty will also create a more positive vibe inside of an organization, since it’s a good counter-balance with the overwhelming negative feelings that can be associated with discussions about problems.
Use Job Shadowing to Improve Cross-Channel Cooperation – Sprint uses a cross-channel program to create more engagement between call center and retail store employees. Each group visits the others’ locations for job shadowing in order to gain a greater appreciation of the customer experience and operations in each other’s settings and identify lessons to bring back to their own workplace.
Click here to read the other 45 great tips from Bruce’s blog. What is your tip for CX success? Comment below and let us know.