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A very wire frame and crude (but effective) plan for reference of those that seek to understand and demystify the mist shroud that is the buzzword "Customer Experience"!!
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The Simple Business Plan: Online Customer Experience
A 5% reduction in the customer defection rate can increase profits by 5 – 95% – Bain & Company
BUSINESS PLAN
The Objective:
The pages ahead: • Understand why Customer Experience is important?
• Who & What can a brand expect to gain by focussing on it?
• How to build foundations of a strong customer experience?
• “The idea behind this simplistic reference document is to provide a reference point and cut through the chatter around the buzz words to relate to what brands can do via simple measures to lay foundations for a strong customer centric online experience…”
• (I apologize in advance to the few, who will look at this and miss the heavy ideologies and complex equations that are so foundational in talking about the concept)
A 5% reduction in the customer defection rate can increase profits by 5 – 95% – Bain & Company
BUSINESS PLAN
Why focus on online customer experience…
Price is no longer the main reason for customer churn. They leave due to their basic expectations not being met…– Accenture global customer satisfaction report
BUSINESS PLAN
Today’s Online Customers:
How do they Shop?
What drives them? What does a brand gain from it?
BUSINESS PLAN
What do they want from Brands?
Continue to be Competitive and flexible
Inventory, Promos, Changes, Policy Interpretation
BUSINESS PLAN
The Baseline Challenges ?
No Evolution of Contact channels !
Customer Support
SIMPLIFY SUPPORTINFORM
Issue Resolution SLA? ETA? CSAT?
And many more………………
Online Help inaccuracy!!
BUSINESS PLAN
What it all boils down to…..
THE PLAN
Based on customer expectations:
1.Simplify
2.Inform
3.Support
BUSINESS PLAN
The first Steps ?
•Help & Support for Online Customer
Review and clean up Help section on your website and also make it flow better. Use Hyperlinks & SEO
•Information Flow :
Establish Content Governance & Gatekeeper to control all the sources of information flowing in
•Communication:
During key points, lack of proactive & reactive communication with customers makes up top irritants. Also need to adapt Communication & Contact center Strategy to customer preferences
•Customer Experience Task force:
To connect the dots across the different silos, task force including cross departmental leadership to review and regularly action customer feedback gathered through the channels & social listening.
SIMPLIFY SUPPORTINFORM
