Each survey represents real-time
Rewrite your processes, trading complex and detailed approaches, for simpler routes designed to remove obstacles for your customers.
within your processes. Customer effort and experience mapping is not for the faint of heart. If you, or anyone being asked to contribute to this process, with regularity makes comments like, “that’s how we do things” or “we’ve always done it this way,” I guarantee the process will be painful and the outcome fruitless. If you are leading the charge to change, select open-minded, forward-thinking and customer-centric individuals from every department where there is a customer touch point to participate and contribute to this process. As your map begins to evolve, some
areas of needed change will come into immediate focus, while others will require the customer’s viewpoint. In as many areas as possible push brief customer surveys designed to get a baseline of existing customer perceptions by department. When I say brief, I mean 5 to 8 questions max. Using an online service like Survey Monkey or a survey tool from your automated marketing toolbox will allow you to build and push brief real-time surveys via email to your customers soon after a customer interaction or experience occurs.
18 datia focus
customer feedback opportunities. Structure survey questions so they are specific to the department and the services provided. Results should allow you to easily identify needed and achievable areas of change. Additionally, structure questions so they allow the customer to report on a sliding scale, which allows you to condense results to a score. Your score indicates how easy it is to do business with you.
One Approach Try offering technical support and repair service for breath alcohol testing instruments. Te goal would be to understand how easy it is for a customer to engage us in the repair of their Intoximeters’ breath alcohol instrument. With this customers should be able to
initiate a repair by phone, fax, email, instant chat or digitally with an online form. Each of these touch points is designed to allow the customer to choose how they want to engage us based on their preferences and ultimately allows for the customer to get their need met quickly. Te digital repair form must be easily found and submited on our website. Phone touch points must allow customers to quickly get to a single point of contact who will own the issue until it’s resolved. As you look to strip away cumbersome, multi-step processes, consider live operators over phone queues or cross department training where it makes sense so your people are empowered to handle a customer request or problem without bouncing them all over your organization. Smaller companies tend to be more nimble and beter positioned to consider cross-departmental training. To initiate the customer feedback process,
once a repair is completed, a technician can change the data field in our Salesforce CRM (Customer Relationship Management) database, which identifies the repair as being completed. Tat data field change triggers the customer’s contact information to be pushed into a Salesforce report. From
there, marketing automation soſtware can automatically pull the customer’s contact information (name and email), and places them in an automated email campaign, inviting them to take the brief survey. Te survey should ask about the ease of submiting a repair request, the amount of communication received from our technicians and value therein, the amount of time taken to complete the repair and finally the satisfaction with the work performed. Another method you can use to cultivate customer feedback is on the comments page of your website. Customers should be able to submit text or video testimonials as well as push those testimonials to their preferred social media channels. You cultivate their feedback and they proliferate your brand.
Customer
Intent Statement Armed with customer insights from your surveys, guide your team in draſting a kick-but “customer intent statement.” A customer intent statement is not fodder to be used for marketing purposes. It is not a mission statement or outward facing document. According to the book writen by Roy Barnes and Bob Kelleher, Customer Experience for Dummies, the customer intent statement is a set of criteria, which the organization can manage, and monitor the delivery of the customer experience. Seatle-based Nordstrom’s department
store has become synonymous with excellent customer service with their notorious liberal return policy. Teir customer service mantra, “Te customer is always right…even when he’s probably wrong,” has regularly earned them positive customer service props in many national and international business journals. Teir return policy, which was once complex and not considered customer-friendly, was reduced for their sales reps to a single phrase: “use good judgment.” Reducing customer effort and creating excellent customer experiences requires a fabulous customer intent
Spring 2016
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