As an article on LinkedIn points out, there’s a wealth of evidence out there to support the fact that better customer experience results in improved customer satisfaction, reduced operating costs, and increased sales.
The problem is, few companies are able to make any headway in their quest to improve CX over the long run.
Why Aren’t Businesses Taking CX More Seriously?
While many companies may claim to be customer-centric because they’ve made a feedback survey or they’ve mounted a customer journey map on their wall, things don’t actually progress much beyond these initial best intentions.
Sometimes companies assign customer experience responsibility to a senior staff member or whole department, but it’s usually nothing more than a token assignment with no real authority backing it.
Other times conflicting priorities interfere with staff resources and the customer experience fizzles instead of becoming a legitimate part of the company’s brand strategy. Another common problem is not having the tools necessary to sustain the CX effort.
How Your Business Can Improve CX
The thing is, suggests Don Peppers, improving your organization’s customer experience is hard work and the only way to be successful is to keep at it!
“CX improvement is a journey, not a destination. You’ll never reach a point at which you can sit back and say “Wow! Our customer experience is now perfect!”
“If you want to start your company on the path to having a productive and sustainable CX improvement effort,” says Don Peppers, “then my advice is to begin with the data. Start by developing a clear picture of who your best (and worst) customers are.”
As Don Peppers points out, your marketing department should have access to a wealth of customer data—both descriptive and transactional—that you can leverage in order to apply your CX improvement effort to the following areas:
- Lead nurturing
- Customer loyalty
- Omnichannel user experience
- A broader range of corporate strategies and decisions
Once you’ve assembled your customer data, you’ll be able to uncover the obstacles in your processes, as well as crucial gaps and potential opportunities. From there, you can make a focused set of questions for your customers and employees that will help you gain both an “inside-out” AND an “outside in” view of your company to see where you need improvement.
Although evidence suggests that better customer experience benefits organizations in many ways—including improved customer satisfaction, reduced operating costs, and increased sales—few companies are succeeding at bettering customer experience over the long run. Are you one of them?
“The right tools will let you identify, rank and prioritize the actions and initiatives most important for success, not just to address immediate pain points but to continually identify more opportunities to improve your CX and maintain a competitive edge. Just be prepared to wash a lot of dirty laundry in the process, and maybe even get rid of a few old shirts.”
You can gain a significant competitive advantage and set yourself apart from other businesses if you commit to a little hard work, persistence, and investing in the right tools that will help you root out the obstacles in your own processes and identify potential opportunities.
Also published on Medium.