Customer Experience - The BP Groups view

So much drivel is talked about the Customer Experience. This is the BP Groups take on this very important topic.

25 Critical Customer Service statistics for Customer Experience

The world of Customer Experience is full of hyperbole. What about the measurements, the data that provides the evidence we all feel that the most important thing a business can manage is its customers? Here is a collection of data from many sources.
Useful when you are making the case :)

You can download this analysis from http://bit.ly/25CustomerStats
Do you have any stats from validated sources to share?

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Six steps to winning with the Customer Experience

1. Start by identifying the Moments of Truth (customer interactions) that exist across all of your customer experiences (you can create more specific experience maps later).

2. Make a list of all the Moments of Truth (MOT). For each MOT write a description, method of interaction, and customer expectation.
We use the Diagnostics dashboard to make sure we turn the MOTs into 15 quantifiable and actionable metrics.

There are three ways to collect and collate this information:

• Workshops of all interested people.
  That includes customers, advisors, employees and management.
• Recording of actual experiences.
  Yes, record the experiences and evaluate afterwards. We use a video technique that identified Moments of Truth with red flashes, Internal Interactions with blue and decision points as green.
• Analysis of customer feedback.
  Review the letters, calls and social network commentary and capture the experiences to gain insights and a better understanding.

3. Document the learning and produce a visual illustration (process activity maps).

4. Use the maps to identify areas working well and those that need improvement. Focus on the critical MOTs — those crucial interactions that determine whether the experience you are creating delivers the optimum encounter, expectation and emotion.

5. Build a Action Plan to engineer the ABACUS of the customer experience.
At each stage identify the relevant MOTs that cover off these elements:

• Awareness
  When and How does the customer become aware of the process, product or service you offer?
• Buy-In
  How and Where does the customer ‘get it’ and become an advocate for the experience?
• Acquisition
  How is the purchase made. Not just a product buy but the actual commitment.
• Care
  Why should the customer care? How do you ensure the trust and commitment is reciprocal and reinforced?
• Use
  How does the product, service work. Has it been designed from the customers perspective (Outside-In)? Ease of use goes beyond efficiency and focuses directly on the actual customer experience.
• Share
  In our always-on world how does Share happen? Is that understood and optimized? Recall the fantastic tale from Canada - Westjet Christmas story[1] with more than 35 million hits on youtube in 3 months. By the way that is more than the population of Canada! That’s good news, but what about capturing the bad news before it becomes a crisis – recall the United Breaks guitar[2] story?

6. Engage the entire organization to undertake the journey to Customer Experience Management. We use the structured CEMMethod™, derived from the work of companies such as Virgin, Disney, Southwest Airlines, Emirate, BMW, Bentley, Zara and many more truly Outside-In enterprises. Whoever and where-ever you are it is directly and immediately useful.

If you are serious about engineering the Customer Experience then let us know (below). We will provide immediate links to videos, resources and an expert community doing this stuff as a way of life.

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[1] Westjet Christmas – a terrific example of sharing your values and ethos - http://bit.ly/1habsP2

[2] United Breaks Guitars – how a bad experience turns into a corporate crisis - http://bit.ly/1dmOKaW

 

The Outside-In Approach to Customer Service

From the desk of James Dodkins...

This week I'm going to pass the baton over to Ranjay Gulati.

He is the Professor of Business Administration at Harvard Business School,
and talks about 'Outside-In' in great detail.


Read this fantastic article here http://hbswk.hbs.edu/item/6201.html