Customer Experience
Managing the customer's experience with your organization
Loyal and engaged customers drive increased revenue through repeat purchases, cross- and up-sell purchases, and enthusiastic referrals to friends and colleagues. Customers are also an excellent source for competitive and innovative ideas. There are two focuses for innovation in business: Improving operational efficiencies or providing a more valuable experience to your customer through differentiated product or service offerings.
The C-SAT program is an excellent source to test the value of both types of innovations quickly and easily.
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Most C-SAT programs start with answering the questions: “What do our customer like?”, “What do they not like?”, and – maybe – “What is most important to them?” By including operational data in your analysis, you are able to answer the most important management question: “What should we work on first?”
But this fusion of opinion and behavioral data has another benefit, one with longer term impact and further reach than these others: You will be able to build a predictive model that forecasts future business performance based on changes to the customer’s opinions.
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If your challenge is to truly measure how well you organization is meeting customers' expectations, you will most likely start with what you already know about the customer's experience. What did she buy? Did it arrive when promised? How long did she wait on-hold? Who helped her?
The problem with these traditional, internal gauges of performance is that they are incomplete. They show the experience from your perspective … not the customer’s.
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