In our previous article we discussed how to create an effective Voice of Customer and Voice of Employee program can contribute to improving the customer experience. By implementing improvements at strategic, tactical and operational levels, you transform measurement into actual improvement. However, this requires a continuous cycle of measuring, analyzing, taking action and motivating employees and customers – in other words, an ‘Experience Management Loop’. In this article we will discuss practical steps to achieve this.
Create a customer-oriented organizational culture
Customer-driven only has an impact when collected insights from customers and employees are actually used. The “customer first” principle must be more than just a KPI: it must be integrated into all layers of the organization. Storytelling and real-time feedback ensure that data becomes meaningful for both employees and management. An effective Experience Management Loop requires continuous, automated measurement, analysis and activation.
Continuous and automated measuring for effective customer experience
Consistent customer feedback and employee engagement are crucial for a customer-centric organization. Feedback should be collected not only annually or periodically, but continuously in order to respond to customer needs or problems in a timely manner. Use short questionnaires and automate the process so that insights are available continuously and in real-time without delay.
Analyze effectively for targeted improvements
A clear analysis makes it easy to set priorities for improvement. Through a driver analysis you not only discover what customers and employees want, but also why. For example, understand whether by “fast delivery” customers mean that they prefer to receive the package at a specific time. Support numerical data with qualitative stories from open answers for more depth and understanding.
Activate organization for targeted actions
By linking feedback to specific departments, locations and products, you know exactly where improvements need to be made in the organization. In this way you make the step from measuring to structural improvement and build a customer-oriented organization.
Stimulate motivation and involvement
To implement lasting improvements, the entire organization must be motivated. Triggers and alerts help employees to respond immediately to feedback, so that they experience impact themselves. Gamification can also be a powerful incentive, adding a gaming element to objectives and progress goals. This challenges teams to learn from each other and continuously improve.
