The Essential First Steps for your Customer Experience Programme
1. Set a Goal for the Programme
Many Customer Experience Programmes begin with goals such as "we
want to be the best…" or "our goal is to reduce customer churn".
The trouble is, nobody is going to get excited and rally around
goals like these.
Your goal needs to be something that if your employees were
asked in the pub "what do you do?" can be answered by something a
bit more compelling and authentic than "I'm the sales manager". Not
understanding how you are benefiting the greater good of the
business is disempowering and inefficient, and doesn't lead to
2. Build a Business Case
Customer Experience programmes offer a range of benefits to any
company such as reducing Customer churn, increasing average
customer spend and significant gains in brand value. A
well-crafted business case will look at the specific benefits for
the company and how they will be achieved. This will give the
programme the best possible start, demonstrating return on
investment from the outset.
3. Know where to start
A short pilot in a specific area of the company should
always make up the start of a customer experience programme. The
pilot allows the programme to team to identify quick wins which can
then be replicated across the company as the programme goes into
full roll out. Also, any issues can be identified early and
Picking the right business area or customer segment for the
pilot is essential. The pilot should encompass a sample of
customers which will adequately represent the company as a whole.
This will allow any findings to scale as the programme rolls out
across the company.