Customer Experience Statement
A Guiding Light for Customer Experience Management
What is the customer experience you are trying to deliver? Ask people in your organization and listen to the different replies you get. Without an answer to this question, everyone does what they think is the right thing, which leads to overlapping priorities and gaps that result in lost opportunities and increased costs.
In addition, emotions count for more than half the typical customer experience. What emotions are you trying to evoke?
The word “improve” means you are somewhere and you want to be somewhere else, so when you are asked to improve your customer experience, you must understand what experience you are trying to deliver.
This newly-designed experience will have implications for the entire organization and needs to be thought through at a senior level. You need to define what drives most value for the organization, which should help drive the decision to move forward.
We would advocate designing a Customer Experience Statement (CES), a clear articulation that people can use to determine their actions with a customer. The CES is the focal point of a customer experience program. It guides the decision-making necessary to take a company one step closer to creating the ideal customer experience. A CES informs employees at all levels how to approach the decisions they make every day that drive customer loyalty and customer retention.
Small decisions have dramatic impacts on customer experience, which directly translates into customer loyalty. By beginning your customer experience management program with a CES, we help you ensure long-term gains in customer loyalty – and cost reduction of customer acquisition.
We help organizations develop a CES through a series of workshops. The purpose of these workshops is three-fold:
- To define an experience that will drive value for the organization,
- To enable senior leadership to understand the implications, as well as what you will need to change, and
- To gain the buy-in of the organization.
Creation of a CES is an easy step to overlook when building your customer experience journey. In our experience, missing this step usually means retracing steps and losing time in the long run.
To get started on building your organization’s Customer Experience Statement, please contact us.