Why you need to have great Customer Experience (CX)
Customer Experience (CX) is often relegated to the bottom of the list for an organisations strategy. This can lead to some BIG problems such as:
The critical implications of these CX problems include:
You might be wondering "What is CX innovation and how can I get started?"
CX innovation includes:
1. Customer insights
Discovering customer insights makes commercial sense for a number of reasons including being able to engineer remarkable customer experience, creating clarity around touch-points and creating ideas for improving them and let's not forget increased referrals and increased sales.
Here's a list of critical areas to investigate to generate commercial customer insights:
2. CX touch point mapping
If you're not designing the experience that you want your customer to have, by mapping out wish one of those touch points step by step then you can be guaranteed that there will be an ugly customer experience lurking in there.
Touch point mapping isn't rocket science, but it takes a bit of time and it reveals issues that need fixing which is why people avoid doing it.
Fail to map out the CX touch-points and you risk losing sales, losing customers, loyalty and increasing expenditure.
The simplest way to map out touch points is to do a story board. Here's 7 ways to storyboard anything in your business:
3. CX Delight ideation
Customer expectations have changed dramatically.
Customers want it instantly, and they want it seamlessly.
When we get customer experience (CX) wrong, we have:
⦿ Decreased sales and revenue
⦿ Increased expenditure via marketing spend to compensate for sales
⦿ Decreasing customer loyalty
If we deliver just what a customer expected (like any other provider), then we become forgettable.
If we deliver an extra component to match a request, we will be remembered.
✅ When we can deliver a value add that is unexpected, that's when we become unforgettable to them and create a raving fan for life.
To engineer CX delight, run an ideation session with the following parameters.
💡 Generate ideas as to when and where we can provide an unexpected
value add or element of surprise. For example, after an invoice is paid, after a client has signed up, an anniversary date, etc.
💡 Generate ideas for low-cost ways of adding value, surprise, and
delight. E.g. a handwritten card, a customised experience, a unique recipe¦
💡 Make sure the ideas are relevant, fun, memorable, meaningful and
4. CX responsiveness
When things go "pear shaped' you need a "ready to go' response plan that can be initiated immediately.
In your recovery plan you need to consider:
5. CX transparency & accountability
People hate it when people deny there's an issue or pretend it's not their fault. Fess up fast, and acknowledge that your organisation has made a mistake and clearly articulate what you'll be doing to rectify the existing problem and the steps you'll be taking to prevent it in the future.
We love innovative CX and we know the value if it. Get your CX right and you'll see the benefits and profits coming in the door.
We help organisations with teams just like yours who might be going round in circles trying to establish what a client really wants or needs from the next product service that will wow them and woo them to purchase more than ever. We also know how to eliminate those pain points.
We recently worked with a products team consisting of designers, marketers and sales people and increased the no. of commercial insights being generated by 280% in 12months resulting in a 105% increase in new products with commercial patents being granted.
If you'd like to improve your CX innovation we're here to help.
Nils Vesk - Ideas with Legs
USA - Los Angeles + 1 213 423 0677 | Australia - Sydney + 61 2 9971 9742 | firstname.lastname@example.org