Measuring your Customer Experience

The Customer Mirror process offers a wide array of benefits ranging from practical recommendations and employee training tools to evidence that supports customer experience change. The single most important advantage of the Customer Mirror is that it forcefully illustrates the cost-effectiveness of customer experience improvements.

Leaders often assume that customer experience initiatives demand large expenditures. Yet our experience suggests the opposite is true. Customers prioritize a select few moments of importance during their interactions with your company. By focusing on a handful of improvements, the quality of customer experience is improvable with minimal costs.

The following are results that can be achieved through Customer Mirrors:

• Concrete recommendations for change
• Evidence to support change
• Employee training tools
• Competitor benchmarking
• Revenue increases
• Cost reduction

Insurance company Aviva asked us to conduct Customer Mirrors in an effort to better understand the customer experience it was providing to policyholders. We purposely crash a car and purposely flooded an apartment, recording every interaction with audio and video equipment, in order to provide useful information that the company used to improve its customer experience.

To learn more about how Aviva used Customer Mirrors, and to hear its entire customer experience story, click here.