Improving customer experience is top of mind for most companies these days, but how do you do it? Where do you start?
Considering that consumers are adopting new technology at a faster rate than businesses, and that leveraging new technology will likely be the cornerstone of many CX improvements, the challenge is how to maximize your investment, while also making sure you deploy solutions that are seamless. The book Eight to Great offers some sound advice, based on the experience of thousands of companies around the world.
According to the book, before you undertake an overhaul of your customer experience, there are three common pitfalls to watch out for:
- Narrow your vision. Taking on too large of a project often results in failing to achieve quantifiable results in the near term that will help justify investments and continued investment in the project.
- Design your solution based on what customers want and need, not strictly on internal drivers.
- Don’t just rely on technology or process change to bring about the desired improvements.
So how do you avoid these pitfalls? The following guidelines should help:
- Take a staged, incremental approach – focusing on areas where quick improvements can be made helps build credibility with key decision makers.
- Adhere to the customer’s perspective – customer experience improvements begin when you focus on customers’ wants and needs. Design your solution from the outside in, even if it requires changes in your current business process.
- Adopt the right technology along with proven best practices – technology is only part of the equation, it must be combined with processes and policies designed around customer expectations.
- Maintain a proactive rather than reactive mindset – to significantly improve your company’s customer experience, employees must have a proactive mindset: answering questions before they’re asked, providing information before it’s needed, personalizing communications based on previous interactions are examples of exceptional customer service.
As Ralph Waldo Emerson said, “The customer is the immediate jewel of our souls.” By creating a richer and more satisfying customer experience than your competitors, your company can increase both revenue and margins.
If you’d like to learn more about how your customers and your company can realize all the tangible, high-impact benefits that accompany such improvements, drop us a line.