How good is your organisation at communicating with its customers? Here are five tests to assess your customer experience maturity.
In many organisations departments are working towards short-term silo based targets. If so, they might behave in the following ways:
- Marketing send out prolific communications, because they are measured on the number of leads they generate. Test 1. – Register on your own system as a customer. How easy is that to do? How good are the communications you receive? Are you being bombarded?
- Legal hide information in the small print, because the organisation has taken a risk averse approach to customer relationships. Test 2. – Print and read your own small print, as if it related to a purchase you are actually about to make. Would you buy from your own, or any other, organisation after that experience?
- IT create complex logins and hard to navigate portals because they are under pressure to deliver quickly. Test 3. Register and use your own portal to find information about the products that you sell. How long did the process take? Would you be happy to give all that information every time you wanted to browse in a physical shop?
- Sales information isn’t quite enough to make an informed decision, because the details are unavailable, or some essential technical specification was undocumented or delayed when the product launched. – Then nobody found the time to update the missing information. Test 4. Search for a technical detail about one of your products – ask “Does widget X connect with widget Y?” . Does this information even exist for your products? If so, how long did it take to find it?
- Complaints don’t count in the contact centre KPI’s if it’s the customers fault. This is because the organisation did not do anything wrong and the KPI measures service desk performance. Test 5. Are you measuring the efficiency your own internal processes or the level of customer satisfaction? (and are you now thinking, “Process is easy to measure, satisfaction is difficult.”?)
A mature organisation understands its customers, recognises that the experience is a sum of the parts and that it is probably not the centre of its customers universe. Its communications are simple, relevant, and timely.
This weeks Blog acknowledges ideas from Jacqui McNish, a customer experience and business transformation consultant. Find her on LinkedIn.
Have a great week.
About the Author: Adam Blackie is an author and a professional Interim Manager who leads information management teams through their change programmes. He works with organisations in the UK to change the way technology is used by staff and their customers.