What gets measured may get managed, but what gets celebrated gets repeated.
Improving your customer experience requires you to use every tool at your disposal. Voice of the Customer research is obviously critical. Understanding your existing Customer Satisfaction Survey or Net Promoter Scores is also important. But while they monitor your status, these alone will not create change. You need to find those bright spots in your organization where your customer is being well-served and promote them as much as possible. You need to create customer experience heroes.
Heroes define a company, showing what is important. When a company celebrates sales, they sell more – but perhaps at the expense of delivery issues. When it celebrates product management, new products come out quickly – including those without customer demand. But companies with great customer satisfaction use the Voice of the Customer data to understand their level of customer satisfaction, and then celebrates those who engage customers at a superior level. Read more