CUSTOMER EXPERIENCE

Customer Experience

If we were to ask you the last time you had a really great experience as a customer, it probably wouldn’t take you long to come up with the story of how the lasting impression of the experience made you happy and satisfied. And the same goes for a poor customer experience, too — you could probably think of the story and reason within seconds, and how the feeling afterward was just the opposite. You probably felt angry, upset, annoyed, frustrated, or any combination of these negative emotions.

A positive customer experience not only results in making your customer happy, but it can also lead to additional revenue. The best marketing money can buy is a customer who will promote your business — because they’ll refer their friends and family to you, free of charge.

The best way to define customer experience is as the impression you leave with your customer, resulting in how they think of your brand, across every stage of the customer journey. Multiple touchpoints factor into the customer experience, and these touchpoints occur on a cross-functional basis. The two primary touchpoints that create the customer experience are people and product. Are you blown away by the performance of the product? Are you delighted by the attention a customer support rep gives you to help solve your problem?

Customers are your best resource for growing your brand awareness in a positive way — because their recommendations shared with friends and family are more reliable than your marketing and advertising channels.

Customer Experience Management

Customer experience management (CXM) is the process of surveying, analyzing, and enhancing customer interactions with your business. This system monitors different customer touchpoints and evaluates how you can improve their experience. By bringing more value to customers, your business fosters stronger relationships and builds long-term brand loyalty. Customer experience management is a fundamental component of customer-first strategy because it demonstrates a clear investment in customer needs. By monitoring and enhancing different touchpoints along the customer journey, your company will consistently bring more value to its users.

Shift to a Customer Centric Viewpoint

The customer-centric service provider must adopt customer experience management as a formal business process, focused on developing deep, broad, long- term customer relationships throughout the customer journey—from cradle to grave.

Doing so would position the service provider to:

  • Personalize treatments and offers using big data and advanced analytics to segment customers based on behaviours, values, preferences and needs
  • Enhance operational excellence with process simplification and automation for fast, efficient transactions.
  • Speak, act and serve customers as one company, regardless of the channel or product engaged by a customer—inbound or outbound.
  • Adopt an organizational model that takes advantage of new digital channels (online, mobile, and social media) in moving its profit and loss perspective from products to customer-centric experience.
  • Nurture customers into becoming advocates on their behalf.

Integrated Voice of Customer Program

To make a great customer experience, one needs to – build a customer journey map and buyer personas to effectively understand and solve their challenges, build a positive connection with the customers, ask for and act on feedback from customers and employees on how to improve, create helpful educational content, and build communities for your audience.

Experience Solutions

Voice of Customer Surveys

Transactional experience surveys investigate the experience a customer has in a specific transaction/interaction (touchpoint). This survey is designed, not to measure customer loyalty, but to measure satisfaction with a specific segment for improvement and service modifications.

Relationship experience surveys seek to investigate a customer’s loyalty to a company/brand. The relationship surveys help identify the relative impact of aspects that are driving the overall customer satisfaction for each of the sub-aspects. This helps in prioritizing action areas. They are typically carried out quarterly, half-yearly or annually depending upon the industry type and management focus.

Journey Based Surveys

Onboarding (customer who recently took a product/service); Complaints (service recovery); Attrition (churn, lost); Retention (exits) are important events in a customer journey. It is important that these are evaluation in terms of satisfaction and it’s impact on overall customer loyalty.

Therese survey are designed to measure the satisfaction with the experience and also diagnose the issues, if any.

Service Quality & Engagement Surveys

As part of an ongoing engagements with customers, there are several opportunities when service providers connect and engage their customers – these experiences form their overall brand experience. Such MoT like events, conferences, trainings, sponsorships, celebrations, etc must be evaluated if they offered a consistent and satisfactory experience and helped create a holistic brand experience. Such surveys are event based.

Mystery Audits, helps identify the gaps or improvements required in the customer service levels, employee motivations, their competencies, incentive programs, effectiveness of training/devp programs.

Omni-Channel Surveys

Give customer the voice no matter how they interact with the business.

Email and SMS collectors
Customized SMS and email, Ensure deliverability and maximize response rate

Trigger surveys with APIs
Clean and simple APIs to embed surveys in mobile applications.

Social Media Sharing
Collect feedback by sharing survey links over FB, Twitter, LinkedIn etc.

Embed in website, marketing campaigns
Conduct polls on website, collect feedback through emails etc.

Upload customer lists
Upload contact lists, groups, Float surveys to a large user base with a single click.

CATI and CAPI surveys
Conduct interviews in offline or online mode using Android and iOS apps.