Implementing the customer experience is often the hardest part. Engaging employees, changing processes, and developing products is a daunting task. And that’s before you a throw changes to technology and measurement into the mix. The danger is that implementation gets reduced down to a few tactical quick wins. In reality, implementing a desired customer experience requires a sustained focus. Successful improvement involves rigorous testing and learning on an ongoing basis. We are not going to lie and say this is easy, but we here is how we can help you:
Customer experience training
Ongoing testing and learning
Measurement of customer behaviour
Running concept programmes
Your people are critical to creating and sustaining the optimal customer experience. We therefore focus a lot of attention on employee experience. We advise on the overall employee experience required to deliver the customer experience, including:
Mapping the desired employee experience journey. This is an excellent way to ensure that how you treat people inside your organisation reflects how you are treating people (customers) outside your organisation. Companies that deliver an outstanding customer experience have invariably aligned their employee experience to mirror their desired customer experience.
Ensuring the customer is prioritised internally across the organisation.
Providing insight, advice and support to your employee learning strategy and employee experience.
Helping align recruitment and recognition with the experience you are wanting to create.
Coaching leaders to help them inspire the delivery of the customer experience through your people.
Assisting with internal communications in order to help mirror the customer messaging within your organisation.
Customer Experience Training
We design customer experience training that gives your people the skills to deliver your desired CX. Our training uses behavioural science and expertise about how people learn in order to create a measurable difference to the customer experience. For example, the Law of Approach and Avoidance (Herschberger) lies behind our learning design. However, it’s important to us to establish the actual cause of the gap between what people are currently doing and what the organisation requires. Very often, the solution is not ‘more training’. When this is the case, we don’t try to sell you yet another training product. Instead we advise and help on the right solution, which could be coaching managers, changing communications, improving processes, and so on.
When we do identify a genuine learning need, we design learning that becomes a seamless part of work, not a one off wonder. Sometimes employees may not even recognise it as conventional training. Our work includes:
Designing training and communications to enable front line and supporting employees to make the desired CX come to life.
Developing bespoke learning solutions to help achieve your organisation’s unique customer experience and objectives.
Providing ongoing advice and support of your employee learning and employee experience.
Measuring of the impact of training against the customer experience, behaviour and commercial return.
Ongoing Testing and Learning
A process of continual testing, learning and implementing needs to be adopted in order to optimise the return on investment. As organisations constantly search for quick wins, this long term focus can often be sacrificed for the next big thing. The resulting customer experience becomes short term and tactical.
Our evidence based methodology blends both the long term requirement with the short term need. During the CX Design phase we create a series ideas to be tested. Then during implementation we learn from these tests and implement those solutions that deliver a return. Our implementation methods provide the quick wins companies search for, and also our approach creates further hypotheses to be tested. Thus, we set you up for ongoing and measurable improvements. You’ll have an ongoing flow of multiple improvements which combine to deliver success for the long term.
Measuring the Experience
Many organisations have now have a voice of the customer measurement solution. And if they don’t have VOC they’ll be thinking about bringing one in. We firmly believe that the purpose of a truly effective voice of the customer program is not to chase numbers and metrics. The metric is not your target. Instead, the real purpose of VOC is to positively impact on customer behaviour in terms of loyalty and advocacy. It is easy to get this mixed up, especially in organisations who are primarily focused on output metrics.
Taking NPS as an example, the metric itself is nice to know and to try to improve. But the economic impact is not driven by the raw score; it is driven by the behaviour of the customers.
The world is getting survey fatigue as every brand and business wants to know if you would recommend them. Every brand wants more and more customer feedback. Survey response rates are likely to keep declining. So having alternative methods to understand what customers are really experiencing, thinking, feeling and doing is far more important. Using the tools like our CX Lab tests combined with the customer behaviour data enables you to rely less on surveys and you can apply this methodology to the entire customer base.
We also design and run your ‘concept store’ or brand experience centre. In other words, your own pilot area of the business where you design and test out new ideas for your customer experience. And of course new ideas for employee experience can be tested here at the same time.