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Customer Experience Improvement On A Tight Budget
Great strides in customer experience improvement are attainable with minimal out-of-pocket investment. Most companies have a wealth of untapped resources within. Proven winners both during and after a down cycle are those that embrace a slowdown as an opportunity to strengthen innovation and business processes.
By: Lynn Hunsaker
Great strides in customer experience improvement are attainable with minimal out-of-pocket investment. Most companies have a wealth of untapped resources within. Proven winners both during and after a down cycle are those that embrace a slowdown as an opportunity to strengthen innovation and business processes.
By: Lynn Hunsaker
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This strengthening better aligns offerings and ways-of-doing-business, which are hard for competitors to copy.
Latent Information
Consider the data residing in survey reports, complaint logs, service and sales call reports, CRM databases, win-loss analyses, the blogosphere, and so forth. If they are pieced together, a broader and deeper picture of the customer experience emerges. A small team might peruse these disparate sources to create or enhance customer segment personae. Valuable new insights can extend the typical persona definition from buying-decision-focused toward a panoramic view of the full customer experience spectrum. This spectrum should be defined through customer interviews, and it typically begins with his/her awareness of a need or desire for a solution and extends through full use of the purchased product or service, including use after new models have been released as well as eventual downgrade, upgrade or disposal. With these new insights, myriad opportunities become apparent.
Prioritization
Customer lifetime value (CLV) is the cumulative profit stream over the duration of a customer's interest in a brand category. CLV may be revised to sharpen prioritization of the panoramic experience persona segments. Prioritization can aid executives' strategic decisions and front-line employees' tactical decisions. To enable CLV-based decision-making, provide executives and front-line employees with tools that keep CLV policies top-of-mind. CLV prioritization also aids listening strategies and experience improvement initiatives.
Listening
Referring to the experience personae and CLV findings, evaluate customer sentiment monitoring methods. Is the full experience reflected? Are CLV-prioritized segments represented accordingly? Is there adequate representation of influencers across the experience spectrum? Does it incorporate the typically latent data listed above to provide a panoramic view? Are employees at various levels personally involved in formal customer listening? Your answers to these questions indicate whether your data collection needs to be adjusted for higher return on investment regarding its use for innovation, internal branding, and affinity development.
Innovation
Expand innovation horizons to include the full customer experience spectrum. Inspire development teams by streaming listening data, CLV and experience personae to them. Involve representatives from manufacturing, customer service, support functions and channel partners along with the development teams in improving products, services, and touchpoints. Touchpoints are all the occasions when a customer's perceptions may be impacted, and are sometimes referred to as moments-of-truth. These include packaging, billing, information and communications throughout the customer experience spectrum. A broader viewpoint, supported by streaming fresh customer inputs, can propel innovation well beyond competitors' offerings.
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Lynn Hunsaker mentors executives in Customer Experience Optimization, to deliver brand promises, prevent customer hassles, minimize churn, & heighten sustained profit. Specialties include customer value guidance, touch-points, loyalty behaviors, internal branding, customer experience innovation, experience panorama, survey ROI, customer relationship skills, marketing operations, predictive dashboards, team recognition. She is author of 3 e-handbooks: Metrics You Can Manage For Success, Customer Experience Improvement Momentum, and Innovating Superior Customer Experience.
Latent Information
Consider the data residing in survey reports, complaint logs, service and sales call reports, CRM databases, win-loss analyses, the blogosphere, and so forth. If they are pieced together, a broader and deeper picture of the customer experience emerges. A small team might peruse these disparate sources to create or enhance customer segment personae. Valuable new insights can extend the typical persona definition from buying-decision-focused toward a panoramic view of the full customer experience spectrum. This spectrum should be defined through customer interviews, and it typically begins with his/her awareness of a need or desire for a solution and extends through full use of the purchased product or service, including use after new models have been released as well as eventual downgrade, upgrade or disposal. With these new insights, myriad opportunities become apparent.
Prioritization
Customer lifetime value (CLV) is the cumulative profit stream over the duration of a customer's interest in a brand category. CLV may be revised to sharpen prioritization of the panoramic experience persona segments. Prioritization can aid executives' strategic decisions and front-line employees' tactical decisions. To enable CLV-based decision-making, provide executives and front-line employees with tools that keep CLV policies top-of-mind. CLV prioritization also aids listening strategies and experience improvement initiatives.
Listening
Referring to the experience personae and CLV findings, evaluate customer sentiment monitoring methods. Is the full experience reflected? Are CLV-prioritized segments represented accordingly? Is there adequate representation of influencers across the experience spectrum? Does it incorporate the typically latent data listed above to provide a panoramic view? Are employees at various levels personally involved in formal customer listening? Your answers to these questions indicate whether your data collection needs to be adjusted for higher return on investment regarding its use for innovation, internal branding, and affinity development.
Innovation
Expand innovation horizons to include the full customer experience spectrum. Inspire development teams by streaming listening data, CLV and experience personae to them. Involve representatives from manufacturing, customer service, support functions and channel partners along with the development teams in improving products, services, and touchpoints. Touchpoints are all the occasions when a customer's perceptions may be impacted, and are sometimes referred to as moments-of-truth. These include packaging, billing, information and communications throughout the customer experience spectrum. A broader viewpoint, supported by streaming fresh customer inputs, can propel innovation well beyond competitors' offerings.
Page 2
Lynn Hunsaker mentors executives in Customer Experience Optimization, to deliver brand promises, prevent customer hassles, minimize churn, & heighten sustained profit. Specialties include customer value guidance, touch-points, loyalty behaviors, internal branding, customer experience innovation, experience panorama, survey ROI, customer relationship skills, marketing operations, predictive dashboards, team recognition. She is author of 3 e-handbooks: Metrics You Can Manage For Success, Customer Experience Improvement Momentum, and Innovating Superior Customer Experience.
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Brainstorm Your Way To Solutions
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