Why does an organization need Customer Experience Managers?
So how do we reach a point where the customer becomes a advocate of the products and services being offered , a true loyalist and recommends the services to his circle of friends and family?
Another day full of surprises at work but isn’t that a routine…elevation from rudimentary levels will only happen when you break away from your mundane activities and concentrate on what really needs your attention…such as when was the last time you heard a call or spoke to your customer,viewed any interaction made with the customer by any of the customer facing teams,evaluated the best option to be provided to address the top 3 concerns of the customers,institutionalized a VOC program,checked if those million actionable implemented are giving any results or not? But everyone has SME’s today to conduct such activities..Why Bother? Do we realise the need of a team which targets,designs/ redesign,actions and checks and while doing so promotes and elevates the importance of customer experience for seamless co-ordination and collaboration.
Like I mentioned in my previous blog on Customer experience there is a need to nurture and create Customer Experience managers.So if you work in an organization which has recognized the importance and need of providing customer experience ,collaborating internally and 100% supportive, then these are some of the activities that require the focus of the Customer Experience Management team:
1) Fix the gaps in the Customer Life cycle management.All layers and divisions in the organization should be involved in the activity of identifying the gaps depending on their job description, making changes in the process/sub processes/backend/applications and finally control checks for evaluating success of the changes made.
2) Create a strong VOC (VOICE OF CUSTOMER)program building rigor around studying the reasons for customer satisfaction and dissatisfaction.Illustrate,celebrate and set benchmarks levels on consistently meeting targets on areas where customer continues to be satisfied. Target concern areas, prioritize the issues as this will help focus on right data than more data.This will also help build on better operational efficiencies and customer loyalty.Not to forget that a very dynamic and sophisticated system would be required to capture VOC from all channels and delivers the finding back across the organization for action.Closelooping all programs is essential to see a positive impact.
3) The above 2 steps will help us uncover the customer expectations and build or redesign systems, processes, applications keeping the same into perspective.We now need to track and measure all these thus imperative to build a customer experience scorecard.this will allow the organization to focus on what really matters to its customers, to understand how well it’s doing and make targeted investments to improve those elements of customer experience which promises to improve the gain share.
One should not forget that customers are people and not numbers thus they all should be dealt with individually.The services they are provided should be personalized and customized.The emotions of the customers should be captured, studied and feedback actioned upon. All products and services should be created keeping customers point of view into perspective.
Most importantly all this can be done with a well-rounded customer experience management team.
Keep the customers happy!!
Will Return with more on Monday..Till then have a great weekend!