Customer experience: how to improve it in 3 simple steps?

During the various interactions that a customer may have with a brand, he builds up a set of feelings felt throughout his customer journey: this is the Customer Experience. The very quality of this customer experience is decisive for the sustainability of the company. Far from being an option, it has become a necessity that should not be neglected. Therefore, here are the actions to be taken, step by step, to place Customer Experience at the heart of the corporate culture.

1. Train staff in customer delight

This is to ensure that all employees in direct interaction with customers obviously have the right level of skill and knowledge, but not only. Indeed, delighting customers goes beyond simple satisfaction. To learn more about customer delight, we recommend reading the article “Delight, a differentiating factor”

The objective of this approach is to convert all account managers into real advisers who provide solutions that go beyond customer expectations, the main vector of a good customer experience.

The training of employees in excellent customer relations gives all the techniques to satisfy and delight customers in an optimal way and to retain them over the long term.

Customer delight also involves service improvements that have no direct relationship with customers but indirectly contribute to them.

Mapping the course, distinguishing the moments of truth and identifying the different actors who intervene directly and indirectly makes it possible to prioritize actions.

To learn more about moments of truth, the article on the subject: Moments of truth: a handful of seconds that weighs heavily!  can help you to see more clearly, to define them well and to improve them.

2. Facilitate contact with the right person

Wild or repeated transfers, long waiting times, endless voice servers… are customer experience killers… Quickly connecting the customer with the right internal contact is a major challenge.

Nothing better than testing your access yourself, whatever the contact channel, and seeing what you do for your customers!

• Are the messages clear?
• Is the contact routed to an advisor with the right skill set?
• Are other ways to contact customer service mentioned?
• Does the company make every effort to give me the information from the first contact?
• Is the brand proactively providing information to me?
• Are the teams correctly sized and planned to ensure good reachability and rapid response?

To better master planning, head to the article “Better manage your activity with good planning for your employees”

3. Monitor the evolution of the customer experience

Thanks to the implementation of measurement and management tools, you assess the quality of the Customer Experience in order to improve it constantly. The implementation of systems for measuring customer satisfaction (on-the-spot satisfaction questionnaires, Net Promoter Score on key moments in the customer journey, Customer Effort Score, dashboards and reporting, etc.) makes it possible to obtain a relevant analysis of the experience that you bring to your customers, to identify areas for improvement, to be fair and responsive in decision-making.

There are a multitude of performance indicators but be careful, too many indicators kill the indicators.  Choose those that are most relevant to your activities and what you want to measure and nothing prevents you from changing them when you feel that the goal is reached and you want to follow other indicators.

Another possibility to measure if your efforts are paying off is to compare yourself to other services. The Elected Customer Service of the Year contest is an excellent way to get an outside perspective on your customer service and the information made available to your customers on your website.