How Mature is Your Customer Experience?

Customer experience is one of the core drivers of business success. If you can offer your customers a better experience than the competition throughout their interactions, they will keep coming back for more, tell there friends to do the same, and resist the temptation to head elsewhere for anything but the biggest of discounts. But even businesses that set out to be customer-focussed from the start take time to develop a rounded, mature and truly effective customer experience.

In forming a good assessment of just how mature your customer experience is right now, and where it might still have room to grow, there are a few things to consider.

Has Your Customer Experience Plan Changed?

As your organisation grows and develops, your customer experience strategy should not remain static. In particular, you should see it get more clearly-defined and more wide ranging (up to a reasonable point). What may very well have started as a loose ethos should have become a clear set of defined guidelines and policies. Most likely, a successfully-maturing strategy will have continued to become more extensive and wider in scope as real-world experience of dealing with customers has revealed new ideas and opportunities. Your customer experience strategy doesn’t exactly need to be an encyclopaedia of bringing people happiness, but if it hasn’t really changed or developed at all in quite a while it is probably not as mature as it should be.

Is it Creating Happy Customers?

One of the key things to assess in deciding how well your business’ customer experience has matured and developed as an effective tool is to look into whether it is actually working. There are a number of ways to assess this. How much of your business is coming from existing customers? Has your company got any customer reviews on third party sites, and what are they saying? Are you getting mentioned on social media at all, and if so is this in a good or bad light? And of course, what are customers saying when they contact you directly? Answering these questions will give you a pretty good measure of how successful your customer experience is right now. For even more information to feed into the equation, consider encouraging customers to give you feedback or complete short surveys; the data they give can be invaluable.

Does it Translate into a Customer-centric Culture?

No matter how clear, extensive and even effective your customer experience policies are on paper, they will only truly mature if they manage to permeate the very culture of your business. This is something that it’s difficult to measure in any objective or mathematical way, but it is nonetheless important. Are people in your business (including yourself – company culture often starts at the top) truly dedicated to carrying out your strategy, or just doing it because they’ve been told they should? Do they value customers, and do they really want to make sure as many customers as possible are happy? It’s not easy to turn a set of policies into a shift in business culture, but it is important if you want to reach the highest standards.

We are specialists at helping businesses improve their customer experience and boost their business through solid, effective and customer-focussed strategies. For help developing a mature and effective customer experience strategy within your business, please get in touch.

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