“What gets measured gets managed,” management theorist Peter Drucker notoriously stated. Which is the fundamental concept behind conventional experience management programs, which focus on determining consumer experiences with metrics such as Net Promoter Score (NPS).
However, as lots of disappointed marketers have actually discovered, measuring experiences– or even handling them– is very different from enhancing them.
Measurement isn’t sufficient to move the needle on company objectives such as boosting customer retention and increasing share of wallet. Determining is like looking in a rearview mirror: It informs you where you have been, however not where you need to be going.
To drive genuine experience improvement (XI), companies should transcend measurement and begin translating experience information into action.
An XI approach focuses the entire company– from frontline staff members to the C-suite– on getting rid of the origin of experience problems instead of simply treating their symptoms. That enhancement focus drives genuine service outcomes and results in transformational success.
Three Steps to Client Experience Enhancement
The shift from consumer experience management to experience enhancement requires a shift in how you think about your experience program. With experience enhancement, feedback is not an end, however a way to reach a particular company outcome. That wanted outcome ought to focus your listening efforts and allow smart action based on the assembled information.
1. Determine your organization goals
The very best experience information comes straight from your clients and workers. Structure your program around them is the crucial to improving experiences and driving service success.
Nevertheless, you must not leap straight into listening without very first developing a plan. If you collect too much information prior to you know what you’re looking for, you’ll struggle to absolutely no in on the moments that matter– the important points where client, employee, and company requirements converge.
Accomplishing transformational modification requires a targeted method. Prior to you begin listening, ask yourself what company problem you’re attempting to fix: It could be enhancing customer retention, increasing share of wallet, increasing customer acquisition, or any other organization objective.
Then, develop your program with that goal in mind, carefully selecting whom to listen to, where and when. A more thought about approach to listening will help you house in on the right signal amidst all the sound and prepared for meaningful change.
2. Democratize your information
Data is at the core of the XI technique, however it will not drive business results if it stays siloed in various departments. Information fragmentation makes it impossible to acquire a holistic view of how each department contributes to experience, which in turn makes it challenging to gather and use data-driven insights. Just about 5% of companies take experience information into account when making business decisions, and siloed data is a major factor for that.
To get the most out of your customer experience data, de-silo it so datasets are accessible throughout departments– that is, equalize it– but don’t leave teams to figure out their next actions on their own with zero assistance or focus. To motivate the sort of action that drives organizational change, you require to get the best de-siloed data in front of the right internal audiences.
For instance, salespeople need access to information that assists them improve win rates, and account supervisors should take a look at consumer and account data that permits them to predict churn or growth.
Equalizing data in a thoughtful way drives decision-making and action, enhances functional performance, and ultimately drives transformation across an organization.
At the same time, you need to comprehend the distinct story each dataset is telling and the lens through which it sees the world; otherwise, it’s simple to misinterpret what the information shows. From there, encourage your numerous teams to collaborate to make connections and create insights that can notify organization decisions.
Reflect to the business problem you identified in Step 1. With a holistic view of your information, it’ll be much easier to see whether you currently have the data you require or you need to include brand-new listening posts.
Don’t forget your business goals, even while equalizing your information across departments.
3. Drive smart action
When you have the data you require, the last and most meaningful action is to turn it into action.
By de-siloing and democratizing information, you have actually already prepared to activate feedback across your organization, from conference room to break room. Now you simply require human energy and enthusiasm to make your vision a reality.
That should not be the province of any one department or group, but executive buy-in is particularly important. Leadership from the C-suite will galvanize companywide action.
Acting also indicates readily accepting modification. Refocus your feedback processes on developing client and staff member intent instead of simply reacting to problems. Don’t be afraid to discard old programs and listening posts that are no longer working for your brand-new goals.
Many companies think twice to make such necessary changes, and they wind up with programs that fail to provide outcomes.
Determining Consumer Experience Doesn’t Mean Improving Customer Experience
Business that focus their consumer experience management programs on measurement have actually found a hard fact: determining doesn’t make you taller.
To actually move the needle on business results, you must go beyond managing experiences. That’s true whether your business goals consist of getting new consumers, upselling/cross-selling, minimizing expense to serve, or something else.
By beginning with your company goals, equalizing information, executing customer-driven listening, and utilizing human proficiency, your organization will accomplish true experience improvement.
You’ll acquire more precise, data-driven insights to assist business choices while providing experiences that shock and delight your customers.
More Resources on Consumer Experience Management
What Makes Consumer Experience: Jeannie Walters on Marketing Smarts [Podcast]
Why Workers Don’t Focus on the Customer Experience
Bye-bye Funnel, Hello Flywheel: How to Construct the New Client Experience (CX)