So you've decided to improve your customer experience - now what?!by
Harley Manning outlines how brands can approach customer experience as a business discipline.
- Customer experience strategy. A set of practices that craft the overall strategy, these should be aligned with the businesses overall strategy and shared with the employees to help guide decision-making and prioritisation across the enterprise.
- Customer understanding. Practices that ensure there is a consistent shared understanding of who the customers are, what they want and need, and how they perceive the interactions they are having with the business.
- Customer experience design. Practices that help businesses envision and implement customer interactions that meet or exceed customer needs. These cover the varied touchpoints, technologies and processes that consumers come into contact with in their increasingly multichannel customer journey.
- Measurement. The practices that enable businesses to quantify customer experience quality in a consistent manner and deliver actionable insights to employees and partners. These metrics should be as important as traditional metrics such as sales and profitability.
- Governance. A set of practices that allow businesses to manage the customer experience in a disciplined and proactive way. It holds people accountable for their role in the experience ecosystem.
- Culture. Practices that create a system of shared values and behaviours that help to focus employees on delivering a great customer experience.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.