A collaborative customer experience strategy requires more than having clients to survey. This strategy encompasses understanding the non-surveyed factors impacting the customer, pre-sale, during the sale and the entire post-sale continuum.
How well do we really “stick close to the customer”?
There are 5 questions to consider when creating and implementing a collaborative customer experience strategy.
I still am surprised when clients and colleagues tell me they do not have a solid customer experience strategy in place. This scenario is far more common that we think.
The excuse I hear is that “we are thinking about implementing a customer experience strategy.” Then again, there is no clear-cut timeline and details are vague.
As a result, I follow up by asking these five questions to determine the root cause for the presence or absence of a CX program.
- First, who owns (or will own) customer experience in your organization?
- Next, what type of customer experience strategy currently is in place?
- Then, is the customer experience strategy based on periodic (e.g., quarterly) distribution of surveys?
- Also, will clients only be collaborating with the CX (customer experience) survey interface?
- Finally, why is there a perception in your organization that smaller organizations are “not big enough” to merit developing a customer experience strategy?
The key to leveraging a collaborative customer experience strategy is the term “collaborative.”
Regardless of organizational size, users of products and services generate an extraordinary volume of customer experiences throughout a client organization. Relying on periodic dissemination of single-interface surveys represents the tip of the experiential iceberg.
In order to get a more complete picture of customer experience, consider the value of a customer-focused, collaborative and engaged workforce in “sticking close to the customer.”
When employees develop customer experience antennae, they become the keys to in-depth customer insights. These are the types of insights which typically may not emerge when conducting traditional customer experience surveys.
To learn more about how to turn your workforce into collaborative customer experience ninjas, contact me. Let’s collaborate to customize my workshops and speaking programs to meet your needs.
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Babette Ten Haken delivers her One Millimeter Mindset™ keynotes, breakout sessions and workshops to help individuals, teams, organizations and associations leverage productive and profitable collaboration to catalyze professional innovation, workforce engagement and customer retention. Babette Ten Haken serves organizations as an inspiring speaker, strategist, coach and storyteller. She is a STEM-trained scientist, corporate catalyst and design thinker. Babette’s playbook of collaboration tools, Do YOU Mean Business?, is available on Amazon. She is a member of SME, ASQ, SHRM and the National Speakers Association.
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