Customer loyalty will only happen when you listen with empathy and act on what you get
Companies today need to find new ways to attract customers digitally, make the entire purchase cycle more convenient for online shoppers, and provide proactive after-sales service. These new imperatives have prompted many organizations to completely redefine their value proposition to customers. We have also seen how important it is to receive customer feedback on a regular basis to keep an eye on the growing needs of customers and to continuously read about their needs and preferences.
We are no longer living in an era where just collecting basic customer data is enough. Businesses must deeply understand and deliver what customers love, and they can only do so by truly embracing the customer’s perspective, which we refer to as the “truth” of the customer. It’s about deeply understanding your customers’ context, and how each stage of their journey with your organization is connected, not a separate one-time event. Capturing the full truth of your customers is essential if you expect them to be fully informed by the insights they give you.
There are three key interrelated components to reaching your customer’s truth – listening carefully, empathizing with what you hear, and committing to take action based on what you’ve been told. If you’re serious about maintaining strong customer loyalty, you need to make each of them central to your company’s culture and operational structure.
Customer experience (CX) should be the catalyst to drive cross-functional alignment and collaboration, with every leader understanding how all of a company’s functions contribute to the customer experience. As part of this, customer insights should be shared and action taken organization-wide.
A successful CX strategy requires careful consideration of your customers and their journey, as well as prioritizing in-depth data-centric insights that help uncover broader customer sentiment. This approach of connecting the voices of both customers with customer insights is what we call Total Experience Management (TXM). It allows you to see an absolute truth and realize the value of applying the truth to deliver exceptional brand, employee, product and customer experiences.
TXM brings together all the business functions affecting the customer journey and places each customer touchpoint in the context of the entire customer journey. Everyone in the organization is working towards a common goal of customer satisfaction. CX leaders have the visibility throughout the journey to draw insights, prioritize and move budgets and create innovative solutions that cut across departmental lines. And, most importantly, your CX strategy needs to inform the actions needed to achieve the right results for your company and your customers. To ensure that this is consistent, a holistic and agile program – based on accountability, relevance and being measured by performance – needs to be implemented. I refer to this as “closed-loop TXM”.
Technology has played a vital role in effective CX and has shaped how people interact with brands today. While smartphones and social media have helped create new gateways for companies to connect with their customers over the past decade, technology is also essential to what you do with the information provided by those connections. Customer-focused companies harness the power of a combination of CX and data analytics to capture real-time customer feedback from all sources – structured and unstructured – and combine these sources to create meaningful customer profiles. It is a compelling sight to be realized. But this will only happen if you are willing to make a full, carefully considered and top-priority commitment to CX.
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Credit: www.independent.co.uk /