How customer-focused is your company now, and what does the future hold?
12 December 2020
A simple question, no simple answer
You cannot calculate just how customer-centric your company truly is in a snap. There are, in fact, a huge number of factors that determine your company's overall customer focus and the associated customer satisfaction. Of course, you can measure the success of your customer experience strategy against a few well-known indicators—the number of online reviews, complaints from dissatisfied customers, and open customer service tickets, for example—but there are much better ways to analyze your customer focus and customer experience!
And you? Do you dare to put a score on your customer focus, customer satisfaction, and the maturity of your current customer experience strategy?
The ultimate fallacy
We have many good online reviews and few complaints from dissatisfied customers, so we are doing well as a customer-oriented company.
Is the above statement patently incorrect? Certainly not, but the very raison d'être of professional customer experience management lies in this thought pattern.
Only with a well-thought-out CX strategy can you continue to achieve your short-term objectives in the long term. After all, the ultimate goal of customer-centric working remains transforming satisfied customers into enthusiastic fans and proactive brand ambassadors! The positive effects of this transition are quickly felt in various areas of business operations. Correct customer payment behavior, growing revenue figures, and increased job satisfaction among employees, to name just a few.
So how do you test your customer focus?
First, the conceptual cx analysis
Before we determine how customer-centric you currently operate and how you can further optimize the customer experience, we first need an as-is analysis. What is the current situation (and therefore the starting point for our customer-centricity analysis), and what information do we have available for this?
How well do you know your company's CX strategy?
Can you answer the questions below for your company without hesitation? And do your management team, staff, and customers give the same answers?
- What are your company's core values? What is the vision and mission? And can every team member smoothly convey this to the customer or translate it into a concise and convincing elevator pitch?
- What do new and existing customers expect from your company, product/service, and service, and to what extent does your customer-oriented operation exceed those expectations?
- Are customer-oriented procedures or guidelines available for every position within your company, and do your employees know them thoroughly?
- To what extent is your team given the space to take initiative for the benefit of an exceptional customer experience?
If all stakeholders formulate similar answers almost instinctively, you know your CX strategy is sound and working. Still found some differences or missing answers? Then a comprehensive customer experience audit is certainly worth considering. Thoughtfully designed and in-depth questionnaires will map out the strengths, pitfalls, and risk factors of your current CX management in detail.
Next, customer focus testing in practice and measurable metrics
Drafting a satisfaction survey, in-depth interviews with customers, workplace observations... These are just a few of the many tools CX professionals use to gather data to determine how customer-oriented you currently operate and where the potential lies.
Testing customer satisfaction here is not done guesswork, but using concrete and measurable metrics such as NPS, CES, CESAT, etc. It is a scientific approach to visualize and compare the emotional customer experience, and to determine whether your customer-centric efforts are actually paying off.
Keep measuring and analyzing!
Improving your customer focus always begins with a conceptual CX analysis and various field tests. Without an overarching vision and effective insight into customer needs, customer experience optimization makes little sense. How else do you know if your efforts and investments are paying off and to what extent your customer experience is evolving positively?
Only after the areas for improvement have been identified can you develop a well-thought-out action plan with concrete to-dos.
And it doesn't stop there! After all, you must consistently implement the new customer-centric vision throughout all your business processes and customer interactions to achieve maximum and lasting results. Interim audits and continuous adjustments are therefore essential.
All your customer experience questions answered
The practice-oriented information sessions and targeted customer experience workshops that we organize at Customerry answer many frequently asked questions about customer experience. In plain language and tailored to different knowledge and job levels.
How to test customer satisfaction, how to set up customer satisfaction surveys, customer journey mapping... These are just a few of the many CX questions we answer in specific workshops. How customer-centric is your company really? We have an engaging and practical information session available for that too!
Convinced and interested, but short on time?
Developing a well-thought-out and effective customer experience strategy is a skill in itself!
Investigate how customer-centric your company is, measure your customer satisfaction, and develop an optimization plan?
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