Re-wire Your Customer Experience
- 96 per cent said that a customer service experience has an impact on their impression of a company’s brand.
- 52 per cent would switch over to a new brand or company for want of a good customer service experience.
- 22 per cent on an average are willing to pay more for better customer services
- Consumers are more likely to discuss about their good customer service (67%) than about their bad experiences (56%).
- 80 per cent of the consumers did not complete a business transaction or did not make an intended purchase because of poor customer service.
Source: 2011 AMEX India Customer Experience Barometer Survey
Thus each and every customer interaction is an opportunity to drive Customer Experience
Having said that, the truth about such customer interactions are:
- Our moments of Interactions are brief, fragmented, and mere snapshots
- Customers may be in :
– Health or financial difficulties
– In the middle of a crisis or some unanticipated trouble
Customer’s interaction with any organization can be broadly classified under 3 categories:
- Journey to Shop
- Journey to Buy
- Journey to Use
But every Customer’s Journey is unique. It is a function of our products, channels, processes, technology and behaviors. Our objective is to move the customer to the next step of his/her journey, viz., from shop to buy, to use, to loyalty.
Re-wiring Customer Experience is a systematic way to cleanup of the various touch points that removes barriers and installs levers or seeds. This is a facilitator lend work-out session with pre-work, post-work and follow-up activities. In simple words, it is an entire suite to clean-up your touch points.
At the end of the exercise, for a given product, you will find answers to following questions:
- What are customer’s needs at every stage of journey?
- Are we effective in meeting those needs?
- What are the key factors of Customer Delight?
- What are the key levers which motivate customers to progress to next
- stage of journey?
- What value does our customer attach to each interaction
- Is there any perception gap between our understanding of value offered
- and customers’?
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