Implementing A Framework For Customer Experience Transformation
in Insights - Last updated October 25th, 2022
No matter the power of your products, or the value in your pricing, if your customer experience isn’t up to scratch you’ll find yourself losing customers to competitors left, right and centre.
“Customer experience is an excellent starting point for digital transformation because it places the emphasis on creating a happy customer.”
As a result, undertaking a customer experience transformation, to elevate your service levels, is a vital part of your digital transformation and wider strategy for success.
Not only will happy customers return time and again, they’ll become powerful brand advocates, singing your praises for all to hear.
What Is A Customer Experience Transformation?
The vast majority of businesses are well aware of the importance of service in winning and retaining clients.
For many however, the practicalities of implementing optimal systems and processes escapes them.
“A fundamental change of mind-set focusing on the customer can generate a 20-30% uplift in customer satisfaction.
This is alongside a 10-20% percent improvement in employee satisfaction and economic gains ranging from 20-50%.”
A customer experience transformation is the means of ascertaining these desired service levels.
It is the process of streamlining internal operations to improve interactions and elevate external experience.
The attitudinal shift to putting customers first, with all other actions serving to enhance their experience, thereby increasing your revenue.
For operations serious about success, providing outstanding levels of service is non-negotiable.
• How To Embed Best Practice Behaviours
• Operational Transformation: From Where You Are Now To Where You Want To Be
• Can Digital Transformation Make A Positive Impact? [Research]
4 Step Customer Experience Transformation Framework
For your customer experience transformation to take effect, a simple and straightforward approach is to follow this 4 step framework:
1 – Vision & Strategy
As with any new project, if you lack a vision for the end result, you’ll struggle to enact any meaningful change.
Therefore, at the point of setting out, you need to know precisely what your ideal customer experience looks like.
Most importantly, it must tie into overarching company strategies and aspirations. Doing so will ensure actions and intentions line up across the business.
With this identified, and leadership committed to investing in a long term, customer orientated strategy, putting your customers first becomes a breeze.
2 – Employee Collaboration
Customer experience is impacted upon at every level of the organisational hierarchy.
By encouraging collaboration, and bringing contributors across all functions together to design new experiences, employees can directly connect with the value they are creating for customers.
Instead of delegating responsibilities to different departments, collaboration will guarantee every proposition is looked at with the customer in mind.
3 – Operations
With the vision in place, and the desired workflows and processes mapped out, you need the operational structure to allow them to succeed.
All new procedures should be designed to foster collaboration, fuelling the shared vision of customer focussed best practices.
By using feedback from the outset, alongside focussed analytical data, you can continue evolving operations to ensure they work in practice.
Transparency throughout will also enhance the customer experience by removing internal operational roadblocks that can negatively impact upon the end user.
4 – Technology & Digital Transformation
Customer experience transformation and digital transformation go hand in hand.
One of the main reasons for this is the fact that customers often complete their journey across countless channels and touchpoints.
As such, where there is a lack of personalisation or consistency, the experience can seem disjointed and weak. Even if each individual channel is optimised.
Having uniformity helps to reinforce the value you provide as well as the streamlined nature of your interactions.
More than half of retailers believe they will have to introduce more technology into their business strategy.
Doing so will allow them to remain competitive over the next five years.
You can’t afford to be left behind.
Ready to explore how Anthill can help you implement your customer experience transformation? Schedule a demo today.
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- October 25th, 2022