Customer Experience Consulting: The missing Part
Originally published: April 16, 2022 12:11:35 PM, updated: April 16, 2022 01:53:59 PM
The simple definition of customer experience is how a business engages with customers at every point of their buying journey. In large part, it’s the sum total of all interactions a customer has with your brand, that enable organization to enhance customer satisfaction CSAT by influencing other customer satisfaction indicators like Net Promoter Scoring NPS and customer effort scoring CES.
In this context, let us focus on the net promoter scoring. NPS is operational definition and dynamic for each customer journey, to simplify the concept, let us suggest that a certain NPS for certain journey was poor, now you should start investigation as a part of customer journey improvement effort, one common technique is to carry out a survey targeting you customer segment. Now this is the point, the questions within this survey must be derived from the journey itself, if you had a well-designed journey that means you have indicated the right feeling metrics within this journey phases and steps (clear, quick, easy, etc.), that means the survey must ask questions about each feeling in the feeling metric definedfor this specific journey, otherwise your survey is useless and will not serve the investigations, in other terms, you are spending time and resources in the wrong direction and will not improve the NPS, moreover, the feeling metrics should be changed over the time to define the right feeling within the touch-points considering the trending feelings, technology, and innovation to keep the best NPS and CES to enhance CSAT as a part of customer experience management.
From our experience in customer experience consulting, we found some poor practices in this regard, managing customer expectations and feelings means to define and improve the customer journey from the customer point of view. The successful investigation for improvement depends on the right surveys content, which must be derived from the customer journey itself.
Written by: Eng. Mohammad Emran PMP, PMI-PBA, CMC, BPM, CXP, MCTS