Thursday, June 23, 2011
Why Corporations Can't Seem To Improve the Customer Experience
the fact that more businesses are “waking up to the value of customer experience”, new research studies continue
to tell us that consumers see little improvement in their interactions. We believe this seeming contradiction
occurs because companies remain locked in the “fix everything” mentality.
11:41 am edt
We’ve watched such “get higher scores”, “make every step of the experience better”
demands from senior managers nullify the potential positive impact of TQM, Customer Satisfaction Measurement and Net Promoter.
We risk the same poor results under the banner of Customer Experience unless senior managers not only: 1) Use
the process to get a better understanding of the TOTAL Customer Experience (and all its complex touchpoints and multi-sensory
components), but also 2) understand how the broader competitive set is setting expectations for interactions,
and 3) set priorities to make only the most impactful changes (putting the needed time and money where they will have the
greatest impact on improving the experience rather than continuing to spread resources across all touchpoints that are a mile
wide but only and inch deep, and therefore delivering little improvement in perceived value to customers).