One out of two companies (44%) acknowledge that
1 Do you proactively embrace customers' constructive feedback? While surveys have long been in place for most companies, only 31% of marketing executives report that their company takes customer listening seriously, and just 38% of companies are gathering customer insight from customer engagement situations.2 Many customer satisfaction managers emphasize the positive and
Make it safe for executives and employees to receive less than stellar results — as long as they diligently improve. A motto such as this one may be useful in establishing curiosity rather than fear: Good news is no news; no news is bad news; bad news is good news.3 Make it part of your culture to look at negative feedback from customers as early warning signals, and, as the old saying goes, turn lemons into lemonade.
Virgin Mobile measures call center customer satisfaction on a
Cisco System's Anu Ranganath, Global Customer Engagement Program Manager for Quality Initiatives, advises: “Customer experience is the sum of all the experiences before, during, and after a purchase. Quite simply, proactive customer experience management is consistent delivery of your brand promise, and fulfillment of the expectations in the customers' mind that your brand promise creates. For proactive CEM, I like to say measure twice and cut once. Plan and prepare so that execution is as flawless as humanly possible. Put the right governance and foresight in place to be able to execute to meet or exceed the customer’s expectations. Product quality and reliability are essential, as tables-takes. Touch points during and after the sale, including the ease of doing business, must all be aligned to result in the customer wanting to come back to you. Measure customer experience trends, and invest in
Focus on leading indicators. Survey results measure what the customer already experienced, so they are lagging indicators. Teams can improve customer experience only by focusing on metrics tracking the progress of their survey results action plans. These action plan metrics are leading indicators of customer sentiment and business results because they can be observed and constructively managed by teams before customers have a chance to evaluate the results of the action plans.
It's common for survey results to be shared with a select set of executives and employees. Remember, out of sight, out of mind. Let every employee see their impact on customer experience. Only 42% of companies use a dashboard of
This article is part of the complimentary whitepaper: Customer Experience Strategy: 4 Overlooked Key Competencies for Sustainable Results.
1 Giving Customer Voice More Volume, CMO Council, 2009.
2 Turning Customer Pain into Competitive Gain, CMO Council, 2009.
3 James C. Morgan, Chairman, Applied Materials Inc.
4 Improve Customer Experience Results by Enhancing Operations, Customer Experience Optimization Online Talk Show, 2009.
5 Customer Experience Management, Aberdeen Group, 2008.
by Lynn Hunsaker, President of Marketing Operations Partners and Customer Experience Strategist at ClearAction