I recently attended Forrester’s Event: Avoiding The Top Three Customer Experience Risks In The Age Of The Customer. I walked away with several key takeaways, some I’m sure the analysts were not intending.
“The Path To CX Maturity”: They describe the four stages to reach customer experience maturity as: Phase 1 – Repair, Phase 2 – Elevate, Phase 3 – Optimize and Phase 4 – Differentiate. In working with clients, they often want to jump straight to the answering the question: “How can I differentiate myself from my competitors?” But what they often overlook is the first three phases; specifically the first phase of fixing what is currently broken. This might seem like a daunting task, and sometimes the most difficult and costly, but will most likely have the greatest impact on your customer experience. The next logical question is how do you do this? I have found organizations either have too many ideas and changes they want to make or not enough. Regardless of the situation, it’s critical to create an environment and process to be able to capture, evaluate and measure these changes and their impacts to both employees and customers. The trick is to not focus on the solution but the problem. It’s easy to say we need a new portal or this process needs to be re-designed. But before you go down that path you must answer three questions:
- What is the actual problem and how can you quantify it?
- Will the proposed solution actually fix the problem?
- How much will it cost to implement the solution? Both the immediate cost to implement, as well as, the cost/effort to maintain the application/process going forward.
Sounds easier said than done. The key is creating a continuous improvement process with the right tools, people and processes to identify the opportunities that will provide the greatest value to your employees and customers.
Added bonus of the event: The Taco Bell Application. The analyst was trying to make a point that some applications are created without understanding the true value to the customer. Despite the feedback, I downloaded the application. The “Cravinator” feature did introduce me to their Volcano Nachos which claim to be both crunchy and spicy. I have been craving Taco Bell ever since, so it’s hard to argue there is little to no value in the app.
Over the next several months, I’ll be diving deeper into this issue and talking about how we’ve addressed it with clients. Hopefully, I’ll have an update on those nachos too!