Steps For Customer Experience and Brand Loyalty
In business, creating a positive customer experience consistent across all touch points has become a looming problem. It garners more attention in our social media aware community, compared to a few decades ago. Depending upon the posting person’s influence, a message may reach massive numbers of potential customers, minutes after a poor quality interaction.
Albeit the Internet and social media pave the way for online business, and unique customer interactions, the advances arrive with its own set of drawbacks. Traditional forms of communication strategically shifting towards interpersonal engagements with a variety of media. At the speed of digital a business can lose control of its posture when multiple users interact, often times with one misleading item of information. Seems people enjoy dirt, and videos quickly feed their appetite. Once the video goes viral, it appears impossible to derail it.
According to an Ernst & Young study, 25% of American consumers are loyal to a particular brand. Negative opinions expressed have a deleterious effect on your brand and brand loyalty. Twenty-Five Percent, being a minority can, if not cultivated properly, have a majority effect swing in social media.
Step One: What Do You Want To Change?
Sketch out the objectives and constituency you want to transform. Particularly recognize who your customer is and focus on the touch points of interactivity. Limit to highly prominent areas if your scope becomes too broad, focus on the items, which will have immediate benefit.
Step Two: How Do Your Customers View You?
Without a clear concise understanding of how your strengths and weaknesses are perceived by your customers you will be unable to make accurate adjustments. Surveys can assist in the collection of this information. Regarding surveys, a common complaint is the perception no one reads the results. Therefore, you must be prepared to take action once you have the data. Other activities could include market research, hassle or journey mapping and focus groups.
Step Three: Create And Establish A Comprehensive Customer Experience Program.
Programs like these can have huge benefits to the customer and business, but will require substantial amount of planning, designing, and training. However, the benefits far outweigh the effort. Examples of activities would include Touch Point Maps, Implementation Road Maps, Voice of the Customer, Gap analysis, and Defining the Strategy. The Customer Experience Professional Association has volumes of information and materials to help you will this step. http://www.cxpa.org/
Step Four: Deploy
Utilizing your plans, your activities will include training, new systems/system-redesign, goal alignment, outreach programs, social media strategies, marketing and PR. Remember, your customers experience is what you are tailoring, avoid falling into the trap of seeing them as an item or function. Finally, deliver on the experience your customer needs and desires.
Step Five: What Gets Measured Gets Managed
After the roll out, actively listen to your customers, use the information provided to constantly seek ways to improve. It is critical to benchmark external and internal metrics, perceptions both customer and employee, and competition response to your strategies. Your goal is continual process and performance improvement, failure to monitor is a prescription for failure.