Client Experience: Test, Test, Test!

The Context: Clients are becoming increasingly Experience sensitive

As the online interaction gains ground at an exponentially faster pace, client experience assumes crucial importance for any type of business.

Why? Because the more we buy online, the more we incorporate the mechanic memory of EASINESS (assuming that the online channel has followed the highest standards of user experience). And the more we incorporate EASINESS, the less tolerant we will become (also) with off-line COMPLICATIONS: long queues, “problem-maker-store-associates”, absence of agile payment systems…

The Problem: Non-native digital C-Suite’s are usually too distant from the ground

So, why the non-native digital C-Suite seems so disconnected (on the top of a pyramid) about what is happening on the ground, especially when client experience depends on an array of people and processes that are accompanying the clients during their buying journeys?

It is true that we receive a lot of inquires about our experience during an interaction with a contact center. But, what about the time it took to reach the call center operator? Or the time to answer an email? Or client-facing experience we live when acting with a certain store associate, or other supplier’s employee? And the time we spent on a long queue? …

The Solution: Test, Test, Test!

I used to say that the level of digitalization of a company is measured by the quality of their contact center (imagine what we usually suffer when interacting with most of the telco or utility operators). Now, I will reformulate this statement: the level of digitalization of a company is measured by their client experience.

Covid-19 forced an incredible acceleration of digital transformations. This emergency caught many C-Suite executives off guard, (also) regarding the escalation of customer experience importance. So, among the urgencies they are facing, one is (also) vital: test, test, test… the client experience!