Know your customer.
You have a lot of different customers approaching you for lots of different reasons. If you have not developed personas of your different customers, it’s time.
(If the concept of customer personas is new to you, a quick web search will discover how to create them. In a nutshell, a persona is a fictional person who represents an entire class of customers.)
The persona that represents a casual shopper will be different from the persona of the customer with a problem. You’ll do different things to deliver exceptional customer experience.
Part of knowing your customers is to map their journeys. Doing so will enable you to anticipate their needs and wants. Journey mapping will also tell you where to enhance CX. An in-store experience will differ from an email experience.
How are customers finding you? Are they visiting stores? Calling on the phone? Emailing? Responding to your Twitter feed? Online chats? Map those customer channels!
List the departments of your organization, and note whether each department does transactions with the customer, simply interacts with a customer, or acts on behalf of the customer, such as billing and credit and credentialing and provisioning. Then weigh those departments’ importance on a scale of one to three, with three being the most important. For example, if they talk every day, that's a three.
All departments are important for different reasons, but for overall customer experience, some are more important.
Once you figure out all that, analyze performance gaps. If you're starting with customer service, look at the top 10, 15, or 20 calls you take and how important each is to overall customer experience. It could be people coming in to have their tires rotated.
- What's the contribution to the customer experience?
- What happens if it goes wrong? Can it really detract from the experience?
- If it goes right, can it be something that really pushes the experience over the top?
Also note whether representatives need access to information, which we’ll address in a moment.