Following up on yesterday’s post, “Making Promises, Keeping Promises: Building Brand and Loyalty through Customer Experience,” organizations must transform by aligning toward customer experiences to gain a competitive edge, as explained in “Customer Experience: Is it the Chicken or Egg?” by Christine Crandell.
During last month’s Total Customer Experience Leaders Summit, brand strategists, innovation experts and other thought-leaders shared their insights and best practices for driving a customer-centric culture. Here are some highlights to help you design and deliver exceptional customer experiences:
“The customer’s perception is your reality.” – Kate Zabriskie, learning and development industry veteran
Your customer’s journey is both rational and emotional. When your clients are your customers, asking purposeful questions to understand their needs and intrinsic motivators builds trust, deepens relationships and drives loyalty.
During the Total Customer Experience Leaders Summit in April, Jill O’Neill, Director, Client Strategy and Execution, Bank of Montreal, shared how to incorporate the rational and emotional into the client experience journey. She also emphasized that investing in people and communications throughout your journey are important to ensure behavioral change sticks.
The journey begins by engaging leaders as client advocates:
- Identify what you are trying to solve for
- Create a roadmap to drive expectations
- Establish a communications strategy and plan
Next, engage employees in the process:
- Recruit key influencers
- Map the current client journey
- Identify the gaps and opportunities in the current experience
- Map the desired client experience
When designing the client experience:
- Create survey questions that are rational and emotional in nature
- Ensure you can take action on what you learn
- Encourage full employee participation (quantitative and qualitative)
- Analyze priority touch points and attributes
- Understand the employee mindset
Finally, when delivering the client experience program:
- Hardwire insights into new disciplines
- Set clear expectations for employees
- Make emotional connections with clients. Set expectations for a different experience focused on non-financial goals.
- Identify and prioritize client goals