3 Steps To Remarkable CX
1. MAP
1. Understand your current CX maturity with our CX Health Check
2. Identify key customer journeys and stages
3. Review voice of customer data against the journey map
4. Create your opportunity roadmap and structure for project delivery
2. Define
1. Define your Customer Vision and Customer Promise
2. Communicate effectively both internally and externally
3. Engage with ongoing training, development and support
3. Measure
1. Define your key metrics and devise dashboards
2. ROI - Business cases for success
3. Review, revisit and refine for long term success
Customer Journey Mapping
Customer journey mapping involves identifying and mapping interactions across all touchpoints that take place with a customer from the customer's perspective. This then allows you to use customer and employee feedback to identify pain points and moments of truth in that customer journey to create your desired customer journey roadmap, prioritising improvement projects to maximise the customer experience. Before starting your journey mapping you should consider the customer types you are going to focus on. A great way to help your business understand the customer better is to create customer personas. Stellar CX can support your teams by creating your customer personas, running journey mapping workshops to assess your current 'As is' customer journey and guide your teams to define your 'To Be' future journey using voice of the customer data and employee feedback. We can tailor a journey map to suit your unique organisation, customer and team needs and support your teams to use and share the maps to shape your customer strategy.
Channel Harmony
Channel harmony refers to the importance of giving your customer a consistent, excellent and seamless experience across all the channels (mediums) through which you communicate. These channels could be online, such as websites, social media, email and apps and offline, interactions with your customer service teams or delivery drivers, for example. Whilst the demand for online solutions has increased considerably we know that customers still highly value human interaction at key parts in the journey, especially where expertise or reassurance is required. It is vital that your organisation doesn't fall into the trap of viewing the different channels in silos with different owners and different promises to the customer, to achieve customer excellence you must view your channel strategy holistically and from the customer's perspective. Stellar CX can help your team carry out a simple channel audit to understand your current state and integrate this knowledge into customer journey work and future strategy.
Customer Vision and Customer Promise
Customer vision is your internal communication to your employees aimed at inspiring them to deliver CX excellence through your CX strategy. Customer promise is communicated externally to your customers to entice and inspire them to want to do business with you. Your customer promise should be unique to your organisation and is delivered through advertising, customer communications and, crucially, every employee interaction with the customer. Your customer vision and customer promise must be aligned, some organisations use the same for both, others word them differently. Stellar CX can help you define your customer vision and promise based on your customer's needs and your unique organisation.
ROI on CX activities
Companies who are classed as leading in customer excellence are proven to have greater levels of customer retention, loyalty and advocacy and far better employee retention and engagement. They also benefit from the reviews within the CX strategy to scrutinise processes and remove inefficiencies, all leading to increased profitability. All CX activities need to have sound metrics in place upon which to review and adjust your strategy. Stellar CX can support your teams with frameworks for creating compelling business cases to ensure ROI on your CX investments and can advise on the most appropriate metrics to use and how to share and review them with the wider organisation.