Step 3 – Gather customer feedback
Once you have discovered your customer journey and your target personas are in place, it’s time to start gathering customer feedback. Instead of sending out long surveys once a year, it’s better to identify key ‘business moments’ you want to measure. For instance, after purchasing online, after receiving an invoice, after closing a ticket in the service desk. If you ask for feedback in a personalised way, close to that key business moment, a lot more customers will give feedback.
It is also important to think about which questions to ask. This is where Customer Experience Metrics come into place:
- Net Promoter Score (NPS) – This is a simple metric where you ask your customer how likely they are to recommend your services to friends or colleagues. Customers can give a rating from 1 to 10. Depending on the score given, customers get called detractors (1-6), passives (7-8) or promoters (9-10).
- Customer eXperience Index (CXI) – To know this metric, you need to ask three questions: “Was it effective?”, “Was it easy?” and “Did you enjoy it?”. These questions are also scored from 1 to 10 and can give you a lot more insights into interaction levels, where the real problem might lay. For instance, if it is effective, but not easy, you need to look at how the process can be improved. If it’s easy but not effective, then you aren’t solving the customer’s true need.
Step 4 – Observe your touchpoints
Besides gathering feedback from customers, it is also important to observe the interactions through the different touchpoints. Whether this is a phone call, an email, a log in the CRM, an online purchase or something else, it is worth investigating. If you actively start monitoring all of your touchpoints, you become more proactive. For example, if you see that a customer is struggling with his online payment, you might want to launch a popup that offers guidance through live chat.
Step 5 – Start improving
The real challenge is to combine the customer feedback with the touchpoint observations into one consolidated dashboard that gives you the perfect overview of your organisation. This enables you to actively start improving your customer experience – exactly what Onsophic CX offers organisations.
Because you know what customers want (feedback), and see what they do (observation), you can launch company-wide improvement initiatives (action). All of your customer experience data is in one place, which allows you to measure the effectiveness of your actions along the way and link them to business KPIs such as revenue and churn. This way you can monitor the true effectiveness of investing in customer experience.
Now that you have a grasp on the basics of customer experience management, it’s time to start taking action! Let’s get in touch and see how Onspohic CX can help you jumpstart your customer experience management strategy.