The 7 Rules of Customer Experience 2.0
Now is the time to design a strategy that shifts data to drive business outcomes. This is the key to the Customer Experience (CX) 2.0.
Read on to explore the movement from data at rest—information sitting on a report waiting for someone to read and react—to data in motion, creating instant improvement.
If the customer is a promoter, then use them for promotion via automation
Put the data in motion in real time to drive behavior and business outcomes. Maximize the search benefits wherever possible. If someone loves the service provided, collect the feedback and share it on social media, on company websites and other third-party review sites with automation. This makes a promoter, an actual promoter. It will create new business and can be used as a backlink building exercise to drive SEO traﬃc to your websites and through your marketing funnels.
If the customer is a detractor, fix it now and make them a promoter
Often, the most powerful promoter was once a detractor. If feedback is unfavorable, quickly apologize to the customer, and escalate the issue to management. Have someone from customer care, a manager, or an executive reach them within minutes of their feedback. Resolve the customer’s issue right then and there and seek to create another promoter. This will give brilliant insights into the customer journey, create quality processes and improve customer retention, employee training and behavior.
“Your most unhappy customers are your
greatest source of learning” —Bill Gates
Customer feedback should be automated
Collect and share the customer’s honest feedback. When possible, ask a question or two about the quality of service from the front-line employee. Use these questions to give each front-line employee a CX score. This CX score can be added as a component to the employee’s compensation to drive employee behavior. Engage your employees by creating some fun competitions and annual customer satisfaction leader awards. Responses to the questions should provide real-time improvement in employee behavior and customer experience without needing any manual intervention.
Now you are ready to design a CX 2.0 strategy for your business. If you have a lot of siloed, disconnected technologies, you may need to start with less than the entire puzzle. You will get there, provided that you follow the rules and create a virtuous cycle that drives business outcomes.
Here is a list of the rules that shift us from Data at Rest to Data in Motion, driving business improvement outcomes.
CX 2.0 – 7 Rules
- Start with Behavior. Measure service levels of individual front-line employees. Drive behavior with real-time workﬂows to trigger ego, accountability, competitive and compensatory responses. This maximizes employee engagement and improves behavior, which creates better customer experiences. You can literally improve the culture of your company by gathering detailed, feedback at the point of the customer interaction and using it to drive service quality in real-time.
- Know and Drive Business Outcomes. Understand the interconnectivity of seemingly disconnected issues. Plan for the outcomes you want to drive from the beginning and create a strategy that drives these with automation.
- Wherever Possible, Automate. Automate as much of the strategy as possible. Connect to your point of sale/ transaction management system and automate requests. Automate alerts, complaint resolution, social sharing, ranking, monitoring, and marketing workflows. The more you automate, the better your strategy will work. The more you allow for mediation or manual processes, the more inefficient it will become.
- Escalate and Resolve Issues. Escalate any negative feedback automatically and contact unhappy customers within minutes of feedback. Give management (or, if possible, every employee) the ability to resolve any issue. In every instance, seek to turn detractors into promoters.
- Manage Content and Consistent Location Data. Properly organize all of your locations’ information (listings management) on key sites (Google, Bing, Yahoo, Yelp, etc.). The listing information must match the data found on your domain. Additionally, it is important for your website to have relevant content about the products and services you offer, especially those that potential customers may be searching for online.
- Collect and Share Feedback. Use marketing and social post automation to share happy customer feedback. Ask every customer to write reviews on key third-party review sites (like Google / Better Business Bureau). Aggregate all online reviews and share them on company and location web pages.
- Create a Virtuous Cycle. Drive behavior, improve customer experiences, power the brand and online reputation, clean up customer data, enroll customers in loyalty programs, get more repeat business, make employees happier, retain employees longer, which…drives employee behavior and starts the cycle again. A virtuous cycle will cause the outcomes to continue to improve over time.