Customer Experience: How Mature is Your Organisation’s?

It’s no exaggeration to say that good customer experience is at the very heart of business success. Customers who have good experiences come back for more, recommend others do the same, and collectively give your business a good reputation by spreading the word. Bad customers do the opposite at each of these turns, and in these days of online reviews the impact is all the more widespread.

How mature and well-developed is your organisation’s customer experience? A number of studies, surveying both businesses and their customers, reveals that in most cases a company’s customer experience is not as positive or rounded as it thinks. However, there are several things to look at in order to form a more objective view of your customer experience strategy’s maturity, and identify whether, where and how it could be made more effective.

Written Customer Experience Guidelines

A mature and rounded plan should be set in stone – or at least in a document to which all relevant employees have access. A well-developed strategy tends to head in this direction because codifying your customer experience policies in written form achieves a number of things. It provides a clear set of tactics, actions and responses that ensure the experience is standardised at an appropriate quality level across different customers and staff members. It also allows you to set out a specific and ongoing improvement plan for the customer experience your organisation offers, and this kind of built-in progression is itself a sign of a mature customer experience. Conveniently, if your customer experience meets this criterion, it also gives you a single, simple place to look in assessing other factors.

Comprehensive and Specific Customer Experience Policies

Organisations tend to start out with a fairly narrow and ad-hoc approach to customer experience. There are exceptions, especially businesses which specifically try to avoid this and have a customer-centred culture in place from the get-go, but for the most part this holds true. If your customer experience has matured and developed with your business over time, you will probably have developed specific policies, even if they are not written down, and will have expanded your strategy to encompass the full and extremely varied realm of customer experience. If this side of your business has been left behind and remained immature, on the other hand, this will not be so evident.

A Customer Experience that Leaves People Satisfied

At the end of the day, the number one metric to help you identify whether your customer experience is mature and working well is to see whether it is achieving its goal, and that goal is to make your customers happy. Actively search out and read online reviews of your business, as well as mentions on social media. Solicit customer feedback after transactions, and read complaint emails with a view to not only helping the customer in this instance but of recognising and later addressing failures in your business. If you find little more than a load of happy customers, congratulations; your customer experience is mature and well-rounded. If customers aren’t happy, read their complaints carefully because there is no better guide to how you can improve.

Our specialism is helping businesses develop, implement, and improve customer experience strategies that work. For help making your customers happy and loyal, please don’t hesitate to get in touch.

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