Have you ever taken action and expected a clear result, but not achieved it? Let’s say you start dieting, but you only exercise and don’t change what you eat. The results will be slow or non-existent. A similar thing can occur in business. When businesses invest in improving the customer experience (CX), they know there is potential for a large impact on their business, but some don’t see results. Why does this occur? If you don’t focus on a pivotal moment in the customer experience, a make-or-break moment, you’ve invested in the wrong area. Reality is, most customers can suggest a dozen things to improve, but which of those ideas will make happy customers and drive more business for you (vs. drive them away if you don’t fix)? That is the key question.
Have you created a journey map? (If not, read my last blog on creating a map here.)
When you created your map, was it based on the internal (employee) view of the customer experience only? Or did you validate the map with customers and determine where critical moments occur and have customers prioritize them? That will tell you where to invest. (If you don’t know these high priority moments, it’s not too late to talk to customers via phone and get some input!)
Ok, so now you have the critical moments (moments of truth). But where and how do you act on them?
Ask yourself, do we know how customers want this experience to work? Have you collected their ideas? Many companies do not have this level of information. I would not suggest spending time and money to fix these issues without this level of clarity. (Or you may end up with the problem I mentioned at the start of this blog.)
How can you get this level of detail? Invite customers to co-create the new solution, updated product, or process with you. When you host a half-day customer session, you walk away with great ideas for your team to consider how they can advance. I recommend using the methodology, Customer Scenario® Mapping, in which the customer defines their ideal future state. The session includes key employees and customers working together. The map also includes how the company (and any ecosystem partners, agents, etc.) will support what is occurring.
Running two or three sessions should be sufficient to gather ideas you can implement. By the way, your customers know they are outlining their “ideal” state. So, don’t worry, customers won’t expect you to build 100% of what they outlined. The business will take time to review and consider what is possible based on ideas shared.
What is also critical here is that your company keep in communication with customers that participated in the session. Keep them up to date on your decisions, actions, and timing. Even customers not involved will want to receive updates about upcoming changes will occur. This is your opportunity to tell them you value customer input and in fact, developed the new ideas directly with customers!
If you need help to facilitate a session and get to actionable results, let us know.