Mastering The Voices of Customer Experience

A year ago, I wrote about the importance of the voice of the customer and how delivering exceptional customer experience (CX) is not just important, it’s essential. Last year, the question was how can organizations deliver an exceptional experience, and how should investments in CX be prioritized?

While the voice of the customer is a powerful tool for improving your CX, not everyone is listening to what customers have to say. We'd all agree that listening to our customers, learning from their feedback, and continuously improving our CX strategy can deliver an exceptional experience that meets their needs and exceeds their expectations. However, when companies focus solely on a number (NPS), they may lose sight of the real voice of the customer.

It seems that some strategies are still built on assumptions about what customers want, or on the idea that customers should conform to predefined CX principles. How often have you been asked, "You may be invited to complete a survey about my service; it would mean a lot to me if you gave me a 10"?

Delivering Exceptional Customer Experience

Delivering exceptional customer experience translates to selling more and retaining more. So why is it so difficult for organizations to get this right? Because they are chasing a moving target. Customer needs and expectations change frequently and vary across different channels. Organizations that approach customer experience as a set-it-and-forget-it strategy will find themselves struggling to keep up.

This is why some programs encourage customers to conform to predetermined guidelines. Customer-enabled processes are a great example. Organizations craft their messaging to encourage customers to use self-serve options for ease of use and convenience, followed by questions like "How was your experience today?" or "Based on your recent engagement, how likely are you to recommend XYZ Company?"

Leveraging technology is essential. It's important to remember that technology should be used as a tool, not a replacement for people. The idea that exceptional customer experience can only be delivered by live agents is false. Automation, generative AI, and conversational AI are transforming the customer experience landscape at lightning speed. AI is improving the way live agents deliver support to customers, allowing organizations to find efficiencies and shift live agent resources to more meaningful tasks.

Tips for Improving Customer Experience & Prioritizing CX Investments

I want businesses and professionals to be seen, heard, and remembered. Why? So they can quote more, sell more, and retain more.

Collect feedback regularly, not because you have to according to a process document, but because you have a genuine interest in understanding what's important to your customers.

Involving your customers is one of the best ways to improve your organization's CX strategy. Be inclusive when inviting customers to provide feedback. Even consider inviting prospective customers who interacted with your company but did not make a purchase. If you're collecting feedback, use the data. Remember, this is an investment in your organization's growth and success.

I'm a champion of leveraging technology, but if you rely heavily on tech alone to solve all problems, you're creating a band-aid solution. Implement changes that balance tech, culture, and process in your organization.

Build a Live Content Strategy

Consider building or adding a live content strategy. Live events are a fantastic way to engage with clients and collect real-time feedback or questions. This approach demonstrates transparency and reduces the opportunity for canned responses. Live interactions can provide immediate insights and foster a stronger connection with your audience.

It's never been easier to hire a professional to look after all your CX needs. Whether it's coaching, journey mapping, procurement services, or social listening, having someone by your side with the best interest of your business and your customers is invaluable. Hire someone to work closely with your team in an advisory or project management role. Having a customer-focused leader by your side will improve ROI through better marketing and use of tech solutions.

Ready to be seen, heard, and remembered? Let's connect and explore how my customer-centered solutions can help you quote more, sell more, and retain more clients. Visit www.journeylogic.ca to schedule a consultation.