The Customer Experience Journey to WOW!

Keith Fiveson
March 6, 2012 — 1,097 views  
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You would love to deliver a WOW brand experience that makes your customers feel wonderful each time, every time. But, to deliver truly outstanding customer experiences, you need to know what your customers really want and if you are succeeding in giving it to them. To do so, you need to listen to the voice of your customers at every level of their brand experience.

This approach bridges the customer-organization gaps and creates value. You can ensure customer satisfaction across various levels through the following methodologies:

Mapping Customer Experience – Create a map of customer experience across channels. A powerful tool that can help you achieve this objective is Customer Journey Mapping or CJM. CJM involves mapping the ‘journey' of a customer through his experiences at various ‘touch points' (points of customer interaction) of your organization.

Every stage of customer interaction is valuable and as such should be a part of your CJM. Include touch points of customer brand awareness/attraction through websites, advertisements, marketing literature, events, etc.; customer interaction/consideration (initial calls, e-mail etc.,); and customer cultivation through sales meetings, purchase, product/service implementation, repeat customers, referrals, and all customer service interactions. This list may expand depending on the nature of your organization.

Each touch point is assigned an owner and its value is assessed (depending upon the touch point's influence on the customer). Connecting your touch points gives a map structure that clearly explains the purpose of each touch point, its operational efficiency, and its customer experience impact. For a superior customer experience, customer satisfaction at each and all of these touch points is essential.

An effective CJM empowers you to

  • Detect problematic points quickly
  • Improve operational efficiency of problem areas
  • Identify new customer experience opportunities
  • Experience your brand from your customer's standpoint (Moments of Truth)

Measuring Customer Experience – It takes 5 times more cost for a business to acquire a new customer than to retain an existing customer. As such, it is crucial to keep your current customers satisfied. This means you need to measure customer satisfaction to analyze, improve, and deliver. While customer surveys, interviews, feedback cards and dashboards, are some popular methods, you can complement them with the following effective methods:

a. Mystery Shopping – Have company outsiders (called Mystery Shoppers) report their experience as customers with your organization. Mystery Shopping can be through emails, phones, or in person.

b. Monitoring – Monitor customer interactions on phone, email, or chat, to evaluate quality.

c. Performance Analysis – Examine customer-company interactions for conformity with preset organizational criteria.

Managing Customer Experience – Monitor customer experience segments constantly for changes. These changes give you insight into customer expectations and help you improve accordingly. And never forget the bottom line – listen, listen, and listen to your customers.

For an enhanced customer engagement, you need to involve the whole organization, and not just a group. This is a customer-driven economy; create value for them and be valued in return.

Keith Fiveson


Keith Fiveson CEO of ITESA and GetCustomerExperience – A driven communications, customer care, operations, transformation consultant. Helping clients develop people, using convergence based technologies to brand, expand and optimize the customer experience globally. A focused leader, insightful visionary and coach, to develop strategic initiatives, enhanced performance, efficiency and effectiveness in people and the connection points that matter most to them. He has client experience in over 40 countries. Visit www.itesa.com or www.getcustomerexperience.com for further information.