10 Commandments to achieve Total Customer Experience
It is not difficult to understand the role of customer in any business. They play pivotal role and are solely responsible for making any business successful. For sustaining a profitable life, businesses should make sure to serve customers in every possible way and provide them with an experience of their lifetime.
Total Customer Experience(TCE) is a 360 degree strategy to make sure businesses are rounded with customer centricity. TCE ensures businesses are build around happy customers. Achieving total customer experience is no cake walk and it requires certain type of dedication and commitment. A persistent effort and set of commandments should be followed to make sure businesses are built to provide total customer experience.
Below are 10 commandment that provide a consistent trajectory of total customer experience driven business.
1.Thou shall not underestimate power of happy employees(Businesses should not underestimate the power of a happy customer):
Businesses are nothing but a collective sum of employees. Employees work tirelessly to make awesome product that is used by customers. Happy employees lead to happy products, which in turn leads to happy customers. Happy customers translate to long term, sustainable growth, loyal clientele, more revenue and less churn. Study has found that companies with happy employees tends to be more productive hence more profitable.
2.Thou shall not leave any feedback or survey unattended(Businesses should not remove feedbacks and surveys or avoid doing analysis to understand customers):
Power of surveys and feedbacks should not be underestimated. Most of the time, the best strategy is to ask the customers directly. Feedbacks and surveys not only help understand more about the business, clients, employees and vendors,who are critical stakeholders for a successful business, but also help in analyzing trajectory for customer satisfaction. With great power comes great responsibility. It is important to design surveys and feedbacks so that they are customer friendly. Here is the link to an infographics spreading some light on ways to optimize customer survey by our Chief Customer Officer at TCELab: 4 Ways to Optimize Your Customer Survey [INFOGRAPHIC]
3.Thou shall include customer centricity in corporate DNA(Businesses should create a culture of customer centricity for success):
It is hard to defy the importance of happy customers for any business. When world is coming closer and closer, with respect to product features, offerings and positioning, it becomes important to differentiate value from respect for customer service and satisfaction. There is no better way to execute it but by moving towards becoming a customer centric company. A company is called a customer centric company when every strategic and tactical move a business makes is towards ensuring customer satisfaction. This will align businesses closer to customer requirements, resulting in better loyalty, sustainability and profitability. Still hungry? Read thorough 20 Best Practices in Customer Feedback Programs: Building a Customer-Centric Company to learn more.
4.Thou shall measure customer, employee, vendor and partner relationships(Businesses should measure relationships of various stakeholders such as customer, employee, vendor and partner with the business):
As we all know that the importance of stronger relationship with customers, employees, vendors and partners is critical. To measure relationship of the stakeholder with business one should use relational surveys. Business should leverage relational surveys to measure the satisfaction of all the stakeholders with the business. This will help in identifying the signs of weakness or strength on business’s bottom line. A good relational surveys will help in gathering all the required metric around prime stakeholders and help in understanding competitive landscape, corporate value system, and assumption-reality gap.
5.Thou shall listen to thy customers across all touchpoints(Businesses should reach out and connect with customers at every possible customer interaction):
It is a great strategy to make sure that an open channel exists at every customer touchpoint. Touchpoint is a moment when customer interacts with the business. This helps in quick discovery of most pressing issues, customer driven innovation, finding customer centric SWOT (Strength, Weakness, Opportunity and Threat). This feedback could come in the form of verbal (survey, feedback etc.) or non-verbal (data analytics, CRM, KPI trackers etc.) way.
6.Thou shall build leadership that values customer centricity(Businesses should have leadership that understands and value customer centricity):
Having a leadership that endorses customer centricity will help in easy buy-in and easy communication flow to bring it in action. It is very difficult for company to execute on a strategy that is not the part of their corporate DNA. So, businesses should include customer centricity as one of their values. If businesses could build an incentive system that value customer centricity, it would also strengthen the overall culture of the business. Once leadership buy-in is achieved it would not take much longer for customer centricity to trickle down to every employee. So, every effort should be made to include leadership as primary driver of customer focused strategy.
7.Thou shall not ignore to respond to thy customers quickly(Businesses should respond to customer queries, concerns and critics in expedited manner):
What could be worse than making a customer wait. Customers have shown trust and faith in a product and made it integral part of their life. Making them wait will only make them feel isolated. Sense of isolation hits the security layer in Maslow’s hierarchy. This could tip off customer’s confidence in a business and most probably result in churn. Therefore, every effort should be made to get back to customers as quickly as possible. This will keep the anxiety on both sides low and help in keeping loyalty and satisfaction levels intact. This ultimately results in stronger trust, greater loyalty and longer commitment.
8.Thou shall not leave data alone(Businesses should make use of existing data to help understand customers better):
When a business has been dealing with customers, they gather abundant insights. It is important to use all the captured knowledge to learn more about customers, its impact on the business and any other relevant information about the customers. This is normally not an easy thing to do, but is surely one of the important one. This will ensure that all the KPIs and data gathered is relevant to communicate right stories about business and customer. It will also help in doing predictive analysis for future growth. This is also known as Linkage Analyses. It will help in connecting the dots to bridge the gap between business data and customer insights. If you seek to learn more, feel free to read: Maximizing the value of your customer experience management data
9.Thou shall not leave social media alone(Businesses should tap the power of social web to understand more about customers and brand):
With explosion of social networks and ever more vocal customers, it is extremely important to be present and listen on most important social networks. It will not only ensure brand build up, but also assure that you will hear your customer first before anyone else. This will reduce churn and improve loyalty. Becoming social media savvy is a strategy that requires persistence and buy-in. Businesses needs to move inch-by-inch in preparing themselves for becoming social-media savvy. Many big businesses have already started moving as fast as they can, but considering a lot of scope for growth, social-media presence is anyone’s game.
10.Thou shall not leave any opportunity for better experience (Businesses should leverage every possible opportunity to improve and better themselves):
Being a profitable business is often synonymous to better customer experience. It is important for businesses to keep up with the pace of evolution and invest in ways to improve experience. The more savvier the business, faster will they be able to gain insights about customers and adapt to change. Businesses should also adopt ways that will help them change with minimum impact to the business. Most of businesses fail either by missing the boat of changing trend or missing to see the change. By investing into ways to improve experience, businesses could ensures their long term existence and sustainable future.
Above stated rules provides 360 degree strong customer focused silos. Areas such as leadership, employees, customers, existing data and social platforms are used to strengthen brand awareness and improve customer experience. So, it is safe to say that any business that accommodates above mentioned 10 rules, transform automatically to a customer centric, total customer experience business, which delivers healthier, sustainable and profitable business.