Time to Re-evaluate Strategy

When was the last time you took a walk in your customer’s shoes and experienced your brand from their perspective? Having a clear understanding of their priorities and how those priorities connect to your bottom line is extremely important.

The reality is, our knowledge of the customer experience, customer expectations, and our ability to deliver against their needs, is in constant flux. If we get complacent we may find that our focus, metrics, and the systems we use to manage performance, lose their ability to create real positive change. If it has been more than 2 years since your last deep-dive into the customer journey and the associated measurement and support systems, it is time for fresh perspective.

Are you asking the right questions? Do you have the right processes in place to listen and respond if customers have issues? Are you timely in addressing customer concerns? Are you listening across all of the relevant online, social, and conventional channels? Are you aggregating and disseminating information in effective ways? Do you have a clear picture of reality in terms of your ability to execute against your standards and training? Is it clear to all what the true priorities are?

These are just some of the important questions to consider. That said, even if you recognize the importance of the customer experience, it can be easy to get lost in the daily grind and lose sight of important details. If any of the following conditions exist, now is the time for a second opinion regarding the efficacy of your customer experience practices. To make the review process easier, we’d like to share a list of telltale signs that it is time to revisit your customer strategy.

  1. Low engagement in customer experience programs with customers and/or employees and managers;
  2. Low executive engagement or visibility into customer experience program metrics;
  3. Flat or declining customer experience scores;
  4. A high degree of variability in performance across your brand;
  5. A lack of certainty in the connection between scores and a desired business outcome;
  6. Dated program design, branding and PR strategies;
  7. Reliance on a limited number of channels to engage customers;
  8. High or improving scores, with inverse financial outcomes.

If effectively designed, your customer experience program can be a highly scientific tool to manage your business, placing the wants and needs of your customers at the forefront of decision-making. By deploying best practices in combination you will elevate your chance of success, and ensure you maximize the financial return on your investment of time and energy in creating great customer experiences. 

Contact our experts today to schedule a free 30 minute consultation that will help you determine whether it’s time to revisit your customer experience strategy.

 

Schedule a briefing

 

Scott Griffith is Vice President, Executive Business Strategist at Market Force Information. Scott consults with client executives to design strategies that foster growth for companies in early stage ventures through IPO and beyond.

 

Feedback is a Gift: Managing Customer Complaints

Consumers expect us to be united and omni-present in understanding their experiences. That’s a tall order when feedback can come from so many different touchpoints. How can you listen and respond effectively to consumer feedback, especially to those negative comments that can hurt your brand or lose loyal customers? Here are a few tips to get you started:

  1. Make sure you listen across a wide variety of touch points, such as your inbound phone calls (into head office or call center), emails, social posts, online chat, customer satisfaction surveys, in store quick-feedback pods, comment cards, etc.
     
  2. Incorporate new technology touchpoints that look at customer behaviors—not just opinions. Cameras, beacons, and app integrations give you extremely insightful information into some operational measures, for example: dwell times, queue abandonment, and conversion rate. When you couple this behavioral data with customer perceptions, you will have powerful new insights into the customer experience and how you can take action.
     
  3. Manage the complaint process consistently across all touchpoints. Ensure that each item—no matter whether it is a call, an email, or a social post—is appropriately handled with a closed loop system. Communications, escalations, fulfillment—all need to be handled in a single case management solution.
     
  4. Analyze your complaint data to find specific locations that generate most of the complaints—and link complaints to financial results. Allow data analysis to open your eyes. At Market Force, we have analyzed complaint data and consistently find two very important outcomes:
    -  The number of complaints per thousand transactions can vary widely, with some locations generating 3x to 4x the number of complaints averaged by other locations in the system.
    -  The number of complaints about a specific location is negatively correlated with financial metrics like same store sales growth.
     
  5. Act. We often find that clients can make it to Step 4 and then get stuck. It’s very difficult to actually act on this data. It requires consistent messaging and expectations to all locations, clear action plans, and then will to follow through and hold managers accountable for results. That takes time, and your closed loop reporting system can open your eyes to the behaviors of A, B, and C managers.

Feedback is a gift. Listen to what your customers say, respond consistently and effectively, and use the insights to hold your teams accountable to delivering exceptional service. 

Ben Dards is the Chief Technology Officer at Market Force Information and has been developing technology in the rapidly expanding customer experience management space for over 15 years. His experience working with over 250 clients in the space has informed development of reporting and visualisation platforms, an online app for collecting data, and unique tools empowering operators take action on data. 

Schedule a Briefing

To discuss your needs for improving performance for your multi-location brand, give us a call. We’d be happy to discuss best practices for measuring the customer experience and compliance to brand standards, using analytics to understand what matters most and the ROI for change, and technology solutions that integrate large quantities of data on one single platform. We look forward to a great discussion!

Schedule a Briefing
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