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How do you evaluate and improve the customer experience throughout the entire process lifecycle?

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Customer experience (CX) is the perception and emotion that customers have when they interact with your products, services, or processes. It affects their loyalty, satisfaction, and advocacy. Lean Six Sigma (LSS) is a methodology that aims to eliminate waste, reduce variation, and increase value in any process. How can you use LSS to evaluate and improve CX throughout the entire process lifecycle? Here are some steps to follow.

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Matt Rebeiro

Strategic Advisor | Startup | Tech | Ops | Product | GTM Consultant | Marketing | SaaS | AI Process Automation…
Matt Parkin, CAPM?

Leading partnerships @ Fulfil (eCommerce ERP) ?? | Coaching and speaking about all things personal branding and…

1 Define the customer

The first step is to identify who your customers are, what they need, want, and expect from your process, and how they measure success. You can use tools such as voice of the customer (VOC) surveys, interviews, focus groups, or customer journey maps to collect and analyze customer feedback. You should also segment your customers based on their characteristics, behaviors, or preferences, and prioritize the most important or profitable ones.

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Matt Rebeiro

Strategic Advisor | Startup | Tech | Ops | Product | GTM Consultant | Marketing | SaaS | AI Process Automation Strategy | Founder of the Tech Retriever | Toronto | New York | Vancouver | San Francisco |
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In addition to understanding who your (current) customers are, you also need to reflect on what you ideal customer profile looks like. The profile of the current customers you have, may or may not be reflective of the profile of the ideal customers you want for a variety of reasons. Also noteworthy is understanding what a "Moment of Truth" is and why it's important. Essentially every touchpoint and or interaction a client has with an employee or product of yours, is defined as a Moment of Truth. Understanding where and when these moments happen in the lifecycle is a critical first step. You can't measure what you don't see ... Matt Rebeiro - Challenge the Status Quo #LeanSixSigma #lss #process #cx #CustomerExperience #MomentofTruth

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2 Measure the current state

The next step is to assess how well your process meets your customers' requirements and expectations. You can use metrics such as customer satisfaction (CSAT), net promoter score (NPS), customer effort score (CES), or customer lifetime value (CLV) to quantify the level of CX. You should also map your process from the customer's perspective, identify the critical touchpoints, and measure the performance gaps, defects, or errors that affect CX.

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Matt Parkin, CAPM?

Leading partnerships @ Fulfil (eCommerce ERP) ?? | Coaching and speaking about all things personal branding and entrepreneurship ??? | 4x Founder ?? | FoundersBeta 30 Under 30 ??
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Understanding the current state is crucial. There’s no point in trying to accomplish something if you don’t set baseline and target metrics to help gauge success.

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3 Analyze the root causes

The third step is to find out why your process fails to deliver optimal CX and what factors influence it. You can use tools such as fishbone diagrams, Pareto charts, cause-and-effect matrices, or hypothesis testing to identify and prioritize the root causes of CX problems. You should also consider the external and internal factors that affect CX, such as market trends, competitors, regulations, culture, or technology.

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4 Improve the process

The fourth step is to design and implement solutions that address the root causes of CX issues and enhance the value proposition for your customers. You can use tools such as brainstorming, benchmarking, best practices, or design thinking to generate and evaluate ideas for improvement. You should also test and validate your solutions before scaling them up, and monitor their impact on CX metrics and feedback.

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5 Control the outcomes

The final step is to ensure that your process maintains and sustains the improved CX over time. You can use tools such as control charts, standard operating procedures, or dashboards to track and manage the performance and variation of your process. You should also review and update your customer feedback mechanisms, and continuously look for opportunities to innovate and delight your customers.

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