What is a good customer experience program and how do you implement it?
The customer experience has become a strategic issue for companies. A factor of differentiation and loyalty, launching a successful CX (Customer Experience) program brings many advantages and benefits to any organization. Find out what you need to create a customer experience program to improve buyer satisfaction and retention as well as the profitability of your business.
Why set up a customer experience program?
When your customers are happy with the relationship they have with your business, they are more loyal to your brand and less likely to change it. They will gladly recommend your products and services to those around them and spend more, thereby increasing your turnover. Satisfied customers are 5 times more likely to buy your products or services.
It is therefore not surprising that many companies, in a wide range of industries, rely on customer experience management, monitoring metrics, and conducting marketing analysis as part of a continuous improvement process. The CX. However, launching a customer experience management program can be time-consuming and counterproductive if a clear strategy has not been established beforehand. So how do you promote the launch of your CX program in business? And ensure the reliability of its customer experience program?
How to launch a relevant and comprehensive customer experience program?
Set the objectives of the customer experience management program. To create a successful customer experience management program (CEM or CXM) and establish a customer culture in your company, you must first establish a diagnosis of the current situation and define clear objectives. It may be to solve a problem that customers encounter, improve their satisfaction rate, or even better retain customers. It is advisable during this phase of reflection to start thinking about a back-planning and to list the essential actions to achieve its main objective.
Develop the company’s commitment at all levels, why?
Whether directly or indirectly, everyone in your company has an impact on the customer experience, it is not only the customer teams or the marketing department. If company leaders value customers, so will their teams. All key decision-makers, from the CEO through the various layers of management to the operational staff must understand the vision of the company’s customer experience and feel able to put it into practice.
How to engage employees in your CX program?
To get started, you need team buy-in and an employee engagement program that will empower your teams to become more involved in achieving the goals of the experiences. In fact, for a customer experience management program to be successful, all of the company’s employees must be mobilized and involved in its launch. It is also necessary to prove the interest of a CX strategy and its beneficial impacts to the members of the leadership so that they can transmit the values of this program to all the employees of the company.
Conducting dedicated CX training and sharing the results of the program are solutions that allow employees to be more involved in the customer experience management strategy.
Knowing how to use operational and experience data together
Why pool operational data and X-data?
They cover many areas, from customer feedback to your key operational metrics such as revenue, profit, and sales impacted by your customer statistics. Most companies have a lot of operational data (O-data). Things like your revenue, website analytics, and buyer behavior tell you what has happened in the past. But the customer experience really takes on its full meaning by adding experience data (X-data), the data that tells you why it happened. Using customer feedback alongside your operational data is the foundation of any program. This provides context for your customers’ actions and allows you to start making connections and understanding the levers influencing your operational metrics.
How to link O-data and X-data?
The scores must be collected and monitored systematically from all your key customer touch points, namely your website, your call centers, stores, mobile applications, but also social media and review sites online. But beyond just collecting the data, you’ll also need to understand it through analytical tools like text analysis, key variable analysis, statistical testing, and predictive analytics.
This allows you to start making connections and identifying gaps in your customer experience so you know where to focus your improvements.
Use technology to turn your data into action
So you have the program vision and the marketing strategy. Now you need to choose a customer experience platform to collect and analyze the feedback you receive. To be able to ensure the success of your customer experience management program, you have to choose the appropriate tools and select the metrics and marketing KPIs to follow.
The CX platform is the central point for steering the experience management strategy. It is therefore essential to equip yourself with a powerful tool to transform customer data into concrete strategic actions. You’ll need features like functionally organized dashboards that allow people across the organization to access the most relevant metrics and plan actions, so you can manage and monitor your improvements.
This platform will collect customer data from multiple sources (CRM, comments, surveys, opinions on the Internet), group them and analyze them to understand the feelings of consumers in order to carry out an effective marketing strategy.