Think & Sell: the truth about the customer experience

For the start of the 2016 academic year, we are offering Think & Sell , a new weekly meeting. We analyze an article from an intellectual authority, summarizing it first. This is your opportunity to stay on top of Sales and Marketing ideas, research and trends. And give you something to think about for the weekend! “ The Truth About Customer Experience” is an article originally published in the Harvard Business Review. It was released in September 2013, and written by Alex Rawson, Ewan Duncan and Conor James The Think & Sell summary In Saint Lucia Email List this article, the authors focus on how businesses manage the customer experience. This interest in the truth about the customer experience stems from the fact that an effective customer journey leads to better customer satisfaction.

With better satisfaction for employees, who see the result of their work, and therefore ultimately more benefits for the company. Unfortunately, customer journey management is often neglected in favor of touchpoint management. Instead of looking at the customer experience as a whole, the authors find that companies tend to focus only on customer satisfaction after a specific contact, or after a series of contacts. While a customer can be satisfied with the resolution of a recurring technical issue during a call, they will still be dissatisfied as long as the issue continues to arise.

Customer satisfaction drops by 40% when you consider the journeys as a whole

Focusing on the customer journey as a whole is therefore making sure to identify the underlying problems and understand their causes. For the authors, redefining customer journeys can be a significant source of benefits and should be organized in 4 stages. 1. Identify key customer journeys The process begins with defining important customer journeys – that is, deciding where the transformation will begin. For this, three important factors, which will guide the article: it is necessary to use a data-driven analysis (bottom-up) and assessments guided by expert judgment. Clearly, a flow of information goes from the base (the client) to the top (the executive). Data analysis, while the second goes from top to bottom: decisions about transformations.

Understand current performance After that, of course, you have to understand where the lack of performance of services is coming from at the present time. To do this, you have to analyze each customer journey in detail. In particular through discussion groups, which involve both employees and customers. Customers will be able to explain their dissatisfaction with your journey. While employees will deliver their perspective on the internal methods that influence this journey. 3. Re-design and move forward Here, the authors advocate the use of solutions that integrate employees into the transformation process. Often times, customer journey issues come from within, and through cross-functional disconnections.

We must therefore think about better integrating the teams among themselves

Here again, bottom-up and top-down flows apply. All the problems encountered go back to the hierarchy, which can define a strategy and thus bring down the solution. 4. Change the corporate culture Last step in the transformation process, cultural change. The solutions proposed by the article take changes in the commercial organization of companies and in mentalities. In order for these changes to last, we must therefore work to change the corporate culture. The article therefore encourages, rather than thinking of the customer journey as a succession of points of contact, to think about the root of the problem and to take the picture as a whole. The solutions proposed are based on inter-functionality.

Teams and hierarchical levels must dialogue better, and each function must be responsible for customer satisfaction. But customer satisfaction during his journey. Thus, the seller, the technician, the technical support are all responsible for the proper operation. These transformations are not easy. But they are the key to better satisfaction, and involve all levels of the company through innovation and service improvement. It is therefore also about the creation of a solid corporate culture, and therefore unparalleled competitiveness. COMMENTS ON THE ARTICLE “THE TRUTH ABOUT THE CUSTOMER EXPERIENCE” Today, there is a consensus on the usefulness and importance of the customer experience.

Leave a Reply

Your email address will not be published.