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Map your Customer Experiences and Optimise Revenue

Imagine if you could map your customer experiences with your company and identify weak areas as well as how to maximise your company’s value offerings?

Customer Experience Management is the best way to differentiate your company; in fact 80% of American companies identify customer experiences management as one of the best way to differentiate themselves from their competitors.

But what is customer experience management? Simply put, it is the ability to manage your customers’ perception of your company when they interact with your company. “Moments of truth” are where customers interact with your company at a variety of “touch points”. If that experience is positive the chances of your customer returning are higher than if that experience is negative.

There is a high correlation between positive customer experiences and the consumers’ willingness to purchase, repurchase, reluctance to switch, remain loyal, and likelihood to recommend your company (1). So to get new customers and to keep your existing customers you have to make sure they enjoy the experience of buying from you. If you want to grow you have to make sure your customer experiences are better than those of your competitors.

Now imagine if you could measure and graph what your customers thought of all the touch points where they interact with your company, and how they rate you when they interact with your front line staff, your call centre, your website, or your support centre. Imagine if you had a customer experience map (2) for your company similar to the one below showing customers’ perceptions of their experiences from when they first call your call centre to when they hang up. With an experience map like this you will know exactly where to focus your efforts for the best results (and where your customers are getting the most frustrated!).

What if you have many call centre agents, or many shops, or many branches across the country but don’t know which delight your customers and which are actively driving customers away (even though they may be performing financially by cutting costs or rewarding the wrong type of behaviour)? A customer experience map showing all the different sales points, agents or branches enables you to see at a glance which sales point is weak or which agent needs more training, or which branch needs focus on which area. You can also identify strong points and replicate them throughout the company strengthening all your customer experiences and increasing the likelihood your customers will return and refer business to you.

And if you manage your customer experiences so that they are all positive not only will your customers come back for more, but in all probability they will also bring their friends, who will in turn will bring their friends. After all only 14% of people trust advertisements but 78% of people trust the recommendations of other consumers! (2)

In order to manage customer experience you have to be able to measure it, and because things can change from experience to experience, you need to measure it on an ongoing basis, not only once a quarter or once a year. Our secure web based tool Customer Experience Auditing effectively allows you to do just that, enabling you to identify your strong areas of your sales point, your agents, processes, product ranges, your website navigate, tools and services. In fact, the Customer Experience Auditing tool can be used in most sales points.

The cost of finding new business is huge and the cost of losing customers is even higher. By measuring the customer experience, you are able to focus on weak areas, allocate budgets to the right channel, and ultimately get a better return on your investment.

With the kind of information we provide you will be able to spend your budgets more effectively, resulting in customer retention and new business.

Questions you need to ask yourself:

  1. Do you manage your customer experiences?
  2. Do you know where customers “touch” your company?
  3. Do you know what your customers think of their experiences with you?
  4. Are your customer experiences better or worse than your competitors?
  5. Can you see how your customers’ perception of their experiences affects your business?

If you answer no for any of the above questions you need to reconsider your customer strategy.

Douglas MacGregor

Customer Relationship Auditing

“Building superior business relationships through client intelligence”

+27 (11) 805-3588 (direct)

+27 (82) 414-9394 (cell)

douglas@cra.co.za

www.cra.co.za

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