Five steps to improve the customer experience


Customer experience is becoming increasingly important to all businesses and industries. Your initiatives can involve endless tasks, from rescuing customers to improving employee training, innovative products, survey optimization and more.

No matter how diverse your customer experience (CX) efforts are, they have a few things in common: they all require transformational change – sometimes across your business – and they all need to drive business results for your program to continue to grow.

Making these changes isn’t an easy undertaking, but there are five steps you can take to best position yourself for success.

1 / Build a team with authority.

The first step to making impactful changes to your customer experience is to involve the right people to make those changes. When creating a CX action team, you should ask yourself these questions:

• Which teams are involved in this initiative? (If it’s a website, it should include the web development, creative, and marketing teams.)

• Who in these teams can allocate resources and make things happen? (Project managers, team leaders, etc.)

The team members that come to mind are the ones you should invite to your next meeting as soon as possible.

2 / Select the right metrics.

It really can’t be overstated: it has less to do with the metrics you track, and more to do with who metrics will drive business results and impact the specific CX effort you are targeting. But what does that mean? The right measures should:

• Be present throughout the journey, not just a single point of contact.

• Link to business objectives. What are you trying to achieve for your business?

• Involve the bottom line to help you prove your effectiveness (because money speaks, doesn’t it?).

3 / Contest & detail collection.

This step actually has two parts: When you discover a problem in your data, you need to collect the context both internally and externally.

  • Internally: Bring together the people within your organization who know the most about your CX project.

For example, if it is a web design problem, you should discuss with your website team to understand why certain decisions were made and what options are available to remedy the problem. At the same time, you need to speak to the call center, which can add even more context to the discussion.

• Externally: Scores can’t tell you the same. Make sure your feedback method (surveys, etc.) prompts customers to leave unstructured feedback. When you allow clients to tell you what happened in their own words, you open the door to deeper, more informed understanding.

4 / Take advantage of great data tools.

To get the right data and the right information, you have to use the right tools, but how do you choose? There are plenty of “data tools” that promise to absorb comments and bring up “ideas,” but to be honest, that information just isn’t enough.

For your data tools to be truly useful, they need to provide more than information; they must provide recommendations that enable action. You have to be able to cut through the noise to find the key factors that really affect your business. Then your data will give you the guidance you need to make changes and get real results.

5 / Prove the efficiency.

After having Taking the action, putting the team together and acting on your intelligence comes the final step of transformation: Did your efforts work? Proving the effectiveness of CX initiatives has become the holy grail of the industry, with so many practitioners struggling to show the numbers.

Fortunately, we’ve put together a list of ways you can prove the value of your efforts. Check your data to see if your initiative has contributed to:

  • Acquire new customers;
  • Retain existing customers;
  • Cross-sell or upsell products; and,
  • Minimize internal costs.

If your plans are executed well, you will be able to affect more than one of these categories and transform your business.

Jim Katzman is Director of CX Strategy and Engagement at InMoment.


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