ABR continues to hear a lot of buzz about customer experience. It seems that most companies realize that in times when traditional distinguishing characteristics are becoming easier to copy, and when customers expect more from their interactions with service providers, the discipline of customer experience allows them to differentiate themselves. The practice of adapting a consistent customer experience allows businesses to do more of what customers desire and eliminate sources of friction in their relationship with them, all in the name of encouraging long-term engagement.
To permeate a customer experience ecosystem across the organization, it’s necessary for organizations to use certain tools to gain understanding of who their customers are and what makes them unique. Below are five examples of these tools that companies use to ensure a successful customer experience strategy:
- Key Performance Indicators: Key Performance Indicators are important so that companies can assess their progress toward their defined goals. Many companies measure overall customer satisfaction using a Net Promoter Score (a tool used to gauge a customer’s loyalty to a company).
- Market Segmentation: Customer segmentation is the process of subdividing a market into groups of customers who have similar needs, wants, or demand characteristics. Companies segment markets so they can identify groups of like-customers they can best serve given current capabilities or would like to serve if new capabilities were created. Segmentation is the foundational work for many business decisions, from market strategy to product development to channel strategy, all in the spirit of creating value for our customers.
- Personas: Personas are research-based representations of customer types based on different needs, goals, motivations, and behaviors. They are described in detail based on the unique characteristics of the group they represent and can be used to create messaging, design offerings, and deliver a more personalized experience. In a nutshell, they help companies understand who their customers are by viewing the world through the lens of a particular customer type.
- Journey Mapping: Understanding the customer lifecycle and developing an end-to-end understanding of customers’ journeys enables companies to discover the unique experiences customers require. This gives businesses the ability to walk in the shoes of each persona. Journey maps outline all the touch points in the customer lifecycle, which can be physical, virtual, or human. Combining these in a sequence is what formulates the customer experience.
- Voice of the Customer & Measurement: Measurement is an important component of customer experience and requires that everyone reviews the same metrics. To effectively create positive customer experiences, it’s not enough to know what occurred or what customers thought. Rather, we must connect what occurred to what customers thought to identify outcomes. Using different measurement elements together, such as social media and surveys, provides us with insight into the Voice of the Customer.
Are these tools familiar to you? If so, which ones does your company use?