It almost goes without saying that customer experience is vital to drive success for one and all organizations. Staying alive to that thought, the 2018 KPMG customer experience Excellence report opines how a majority of organizations failing to meet Customer Experience (CX) standards seldom got a second chance to turn things to their advantage. Reportedly, a host of consulting firms around the globe have witnessed a steady rise in strategies to revamp CX structure and gauge success that is dependent on it. To achieve the same, companies require metrics and the theory is way deeper than just NPS and CSAT that must take into consideration. Here’s a look at three such important categories that are often looked over while measuring CX.
● Quality of the conversation – Taking Customer Sentiment into Account
In today’s scenario, it is imperative to ask what separates an organization from the competition. The answer lay in the quality of conversation that they reach with their customers. In any contact centre, CX starts right from the moment the phone rings or in other cases the customer logs into the support management system. That brings an organization to answer a set of essential questions.
Did the customer face any issue immediately after purchase?
Did the customer manage to speak to a live person?
Was the associate skilled enough to offer first-hand assistance?
Was he courteous and warming in his welcoming? Did he care enough to solve the issue and provide an assumptive closure?
You see, a quality conversation is nothing but a mutually befitting dialogue whose standard is met when an individual shows genuine interest in responding to the Wants, Interests and Needs (WINs) of another person. In 2017, United Airlines ran into a brand crisis that resulted in the loss of value amounting to $1.4 billion owing to a passengers experience going viral across social media. Similarly, Juicero was also a victim of the same phenomenon when it was revealed that proprietary juice packets required for its juicer worth $699 weren’t precisely proprietary which made the company drop down the price of the unit to as low as $200 never imagining that such a move would eventually phase them out of the business.
The point is whether its customer service or product quality, the way an organization makes a customer feel has a lot to do in affecting long term relationship and brand loyalty for that matter. At the very onset of 2019, it was reported how 89% of organizations are fighting it tooth and nail against each other purely banking on customer experience. And that’s not all. The number is on a steady increase, at least 36 % more from the year 2010.
Even though more than 80% of companies believe in delivering top notch customer experiences, only 8 % of customers agree to the saying. In other words, an organization looking to enhance CX still has a long way to go. That also brings us to the understanding that such an approach brings forward a rewarding chance to disrupt all direct competitors and gain profitable market share.
● Employee Engagement – Winners Galore
These days customers speak aloud their mind. Additionally, they are better adept in accessing information about your product and services as well as your direct competitors. Hence, there is an increased amount of importance that one needs to garner towards customer experience. At such a crucial juncture, it becomes almost imperative that you invest in employee engagement to impact CX structure positively. The question is how does one go about it? Well, you see, engagement is about feeling good and is driven throughout the length and breadth of the organization by employees who are passionate about the work they do.
There will always be people in your company who are lagging, but there will be others as well who are willing to put in everything to make each moment count. It’s time to treasure those employees and make them feel special. It’s all about a bunch of neurotransmitters and a couple of hormones to be put in action. If you are one among the company leaders, it becomes your duty to train your employee’s brains towards bettering CX. Simply put, it’s all about understanding employee psychology and generating three different hormones, namely:
Oxytocin (Feeling of bonding) – Little appreciation and interdependence on employees to get jobs done can go a long way. Such little acts of kindness will ensure your employees always give their best to treat company customers in the best manner possible to retain them for long.
Dopamine (Anticipation of rewards and recognition) – In a not so distant study by Tempkin Group showed how human resources involvement for employee recognition in a company could significantly enhance CX experience by at least 50 %. That is right, by all means. A good deed should never go unrewarded. Periodic reward programs can be chalked out with your human resources team to design a reward program for employee achievement. This boosts their morale and keeps their heart in the right place to stay loyal to the organization while working to establish customer loyalty as well.
Serotonin (A general wholesome good feeling) – When everything goes well for an employee, they never bother to look for a change. The mantra is simple. Keep others happy, and in return, they will ensure your happiness.
● Tying Quality to Business Objective – Never say Never
Quality management is yet another aspect of CX that is responsible for your business to thrive. Albeit, it carries a lot of legal ties and branding issues, but when we talk of customer satisfaction, nothing beats quality.
For any small or medium scale business, it becomes all the way more important to consider quality as a primary business objective, besides profit margins and maximizing returns. Remember, quality management is a game that demands one take baby steps and grow with time, keeping the focus on customer needs and wants at all costs.