Three ways to avoid a scary customer experience
In the spirit of Halloween tomorrow, we wanted to put a spooky spin on improving the customer journey. If you haven’t examined your processes from your customer’s perspective lately, it’s time to dust off the cobwebs and take a good look at how you collect, centralize, and act on feedback. When customers come to your door, so to speak, be sure to hand out treats not tricks!
Three ways to avoid a scary customer experience:
- Clear out the ghosts. Understand all the feedback points throughout your customer’s experience. You may as well be seeing ghosts if you only imagine what other departments do. Instead, gather all groups that touch the customer’s journey to define the touchpoints that impact the customer experience. According to the most recent American Customer Satisfaction Index (ACSI), U.S. customer satisfaction has had its biggest overall decline in 20 years. Just tracking a customer satisfaction score and reporting it to management cannot be the end game. Ultimately, collecting and acting on the feedback will matter most to your customers, keep them loyal and engaged, and drive increased revenue.
- Don’t build a house of mirrors. Automate feedback channels into CRM to ensure that your customers don’t feel like they’ve entered a haunted house of mirrors as they interact across channels. Automating integrations will not only increase the collective value of the systems you use, it will also improve the data quality within those systems. You’ll eliminate many administrative tasks, gain a real-time, holistic view of customer information, and be able to leverage feedback data as a resource to improve marketing, sales, support, and retention processes.A recent example of this is a personal experience with a major airline. When their service department was not available on a Saturday, I turned to Twitter and Facebook for immediate interaction. While the initial response was quick, my issue never made it to anyone in support. Weeks later, after reaching out via social channels once again, I was told to fill out an online form to start the process. If social channels are going to be used to initiate sales and support, they should be connected to the systems and processes that can manage and complete the request. You can’t have customer channels that are putting on costumes and pretending to be something they’re not.
- Face the skeletons in the closet. A data-centric approach does not necessarily mean customer centricity. A survey from CMO Council recently showed both marketers and IT professionals believe Big Data is critical to executing customer-centric programs. However, 52% of the marketers and 45% of IT professionals said that data silos across an organization make it difficult to really achieve customer-centricity. How much of your key data never makes into CRM? How many surveys have you done where the aggregated data is reported to management but the actual data never gets used to improve the individual customer experience? The intention of feedback collection is almost always admirable, but all too often this data gets stuck in the form of a report and never makes it to the front-line where action can be taken. You can’t just leave the skeletons in the closet; you must find a way to get that feedback to the people who can act on it.