Did you know that companies with a formal customer experience (CX) program grow faster and improve their revenue more than companies that don’t have one? According to a survey by Salesforce, 84 percent of customers feel their experiences with a business are as important as the products and services.
Customers wield all the power now and brands must adapt in order to survive in a highly competitive landscape. Brands that don’t work on their customer experience program will be left behind. If delivering exceptional experiences becomes part of your company’s DNA, then your business is bound to become a long-term success.
So, how do you consistently deliver great customer experiences?
A CX program gives you a systematic approach to identify and improve areas where customers interact with your brand. It will help you drive loyalty, retain more customers, and ultimately, increase sales.
Here are 16 incredible tips to help you successfully launch a CX program and consistently maintain success. We’ve divided these tips into three parts:
Part I: Key components of setting up a successful CX program
Companies need a proactive approach when it comes to implementing a CX program. All customer touchpoints need to be identified (and there can be many of them), come up with a list of priorities, and act upon them to ensure customers have great experiences at every interaction. The following tips are important in terms of readiness to take action:
- Make sure the objective and purpose of the program are clear to everyone
- Establish a program champion team comprising the most passionate customer enthusiasts you have in the business. Influencers from executive to regional to store teams should be included. Their job will be to take responsibility for the program and drive results.
- Make sure everyone’s trained in how to take actions based on their results.
- Provide the team with RedQuanta’s guide for action planning and how to coach successfully with their teammates.
- Create and communicate a special recognition program for the new CX project so winners get recognized for their efforts.
- Link the training resources available within the company to the key priority questions, which makes it easier for results and priorities to be acted upon faster.
Part II: Reinforcing the success of the program
Once the program is up and running, you need to reinforce its success regularly. The value of the program has to be communicated to employees and their efforts are to be acknowledged. The tips below can be consistently used by managers and supervisors:
- Every single opportunity should be taken to “shout out” success. It could be daily on the job, coincidental meetings between team members, formal meetings, or monthly reviews.
- Create short videos of the top-performing stores and the successes they’ve had and share them internally. It’s a great way for people to feel special about the work they’re doing.
- When the regional/cluster managers visit the stores on their rounds as a part of the normal visit cycle, they should take the action plans and priorities with them to help the store managers improve their performance gaps.
- Use the top performers’ number one priority to help other store managers who are struggling to make improvements in the same areas. Peer connections can have a great impact on teams within the same company.
- Create a monthly newsletter and profile the top performers and those who’re making the greatest improvement within their priorities so they can have their successes shared with their colleagues.
- The regional managers or the cluster managers can nominate top-performing stores or the most successful action plans every quarter and share those within the business.
- Follow up on plans that haven’t been completed on time. Anything that’s overdue is an opportunity to intervene and apply corrective actions. It’s important to turn slow performers into a higher rate of success.
Part III: Finding the ROI of your CX program
A well-thought CX program shows a positive correlation with key metrics. You should be able to connect the effectiveness of the program to your business indicators.
- Make links between the program’s results and sales. Any sales indicator or KPI like customer loyalty and sales conversion rates should be linked to the program to ensure it’s clear where the program is benefiting your business. Don’t worry if it takes up to two quarters to see the results; it means they are bedding in.
- Look at who’s improving and who’s not. When the non-improvers are identified for assistance, prioritize resources in their direction in order to get the greatest ROI.
- Make sure you communicate the impact the customer experience program has had on overall sales, productivity, and other KPIs
CX benefits greatly when it is reviewed and tested continuously and improved based on the results. It’s a strategic approach that demands creativity, innovation, persistent efforts, and constant improvement. By following these tips, you’ll be able to assess and evaluate action plans and launch a successful customer experience program.