Testing, Testing, Testing – Taking The Guesswork Out Of Customer Experience
The art and science of Customer Experience (CX) is rapidly evolving. One of the most interesting transformations is the balance of control from the brand to the consumer. It is increasingly the customer who decides what’s best for themselves and not the brand.
So why are so many companies still taking a ‘we know best’ approach to managing their customers’ experiences? Why are customer-facing leaders still guessing what their customers want?
Here are three ways to eliminate guesswork from your customer experiences ...
1. Put Your Customer Back Into CX Journey Mapping
Firstly, if you’re not doing CX Journey Mapping then start now. Whether this is for existing customer journeys, or those inspirational, future customer journeys that you’re designing. CXJM is a great way to put yourself in the customer’s shoes and think about those small details that can have a big emotional impact. It also asks you the tough questions about whether you have the trained staff, processes and technology to support your desired journeys. [Here's how ...]
But how can you be so sure that the journey you envisage is really what your customers want? [While writing this, I had a flashback to a scene from the film “Love Actually”, where the customer wants speed, but the sales assistant – played by the brilliant Rowan Atkinson – is intent on a high quality experience, regardless!]
Testing #1 – Think about how you could involve the voice of the customer in your CXJM exercises for input