How to close the CX perception gap between your management and your customersby
80% of managers believe that their companies create better customer experiences than the competitors. However, only 8% of their customers agree with this. If you intend to close this huge perception gap, you need to start by understanding what has caused it.
Make the diagnosis before writing the prescription
- Strengthen the individual customer contact points.
- Turn customer experiences into a strategic theme.
- Apply a customer focused approach to strategy execution.
- Salespeople focus too little on existing customers (e.g. because all bonus is based on new sales).
- Marketing bases their campaigns on which products the company wishes to “push” into the market rather than looking at what the individual customers and segments actually need right now.
- Employees in customer service demonstrate too little empathy (e.g. because they are only measured on number of calls per hour and not on whether the call provides the most optimal customer experience).
Making CX strategic
- NPS (Net Promoter Score) measurements of single transactions, customer journeys and the overall relation as well as closed customer feedback loops on an operational, tactical and strategic level.
- Customer journey mapping and service design.
- Ethnographic studies to identify “customer job to be done” and make ”outcome based innovation”.