Baselining Customer Experience
Central to developing a customer centric organisation
is the
need to understand their current position and
what must
change to realise the organisation’s
customer
experience vision.
In our experience many organisations have developed their
processes, operations and touch-points from a business
standpoint and have missed what really matters to the customer.
To assist firms we are able to offer a number of approaches
designed
to fit with the requirements of the existing organisation, these range from
very short maturity assessments to more in depth analysis of the business models
the organisation uses to support a positive customer experience.
Maturity Assessment: A maturity assessment provides a ‘snap shot’ of the degree to which the organisation is truly customer centric.
Our approach draws on our experience in this field and is based on a series of structured interviews with various stakeholders within the business.
The output of the maturity assessment:
- Clearly shows the maturity of the organisation across a number of customer centric dimensions
- Makes recommendations as to how they should move forward.
Voice of the Customer: This provides an assessment of the current experience the customer has with the organisation across all their relevant touch points. As part of this approach we identify the rational and emotional experience the customer received and how well the organisation’s business operations enhanced or detracted from that experience.
The assessment may use existing customer data or reach out to the customer directly where necessary. The output of the voice of the customer assessment:
- Provides a better understanding as to the levels of random, predicable and managed experience the customer has received against the organisation’s desired vision;
- Show the capability of the organisation’s existing channels to provide the right customer experience;
- Defines the customer centric business model of operation;
- Recommendations and a road map as to how to move forward.
