Are you Improving the Customer Experience or Just Collecting Feedback?
By now most organizations know the value of improving the customer experience and its impact on financial performance. If you are reading this, I doubt you need to be convinced of this linkage. But are you building active listening posts that ensure your organization is taking action?
In a recent posting on Becky Carroll’s Customers Rock! blog at customersrock.net, I share some thoughts about the disconnect that exists between what companies believe, and what their customers’ actually experience. Many organizations collect the voice of the customer and measure customer satisfaction and/or loyalty. They may even compensate executives based on the results. But do they drive action throughout the enterprise in a way that improves the customer experience and drives growth?
To do this you need: (1) a robust technology infrastructure to deliver relevant information to people that can act on it; (2) business processes that identify root causes of loyalty and commit to improvements; (3) management reporting to govern these actions and ensure that closed-loop processes are being followed. The combination of technology, business processes, and cultural transformation is necessary to achieve the desired outcomes.
My Customers Rock! post has sparked an interesting dialog with a reader about how to integrate social media and Net Promoter data. To get my thoughts on this, click here.