Successful leaders know them by heart … and avoid these not by chance!
05/10/2023; 2 min to read;
Customer experience management is based on understanding customer voice, take it into consideration and act to improve specific touchpoint(s), journey(s) or the whole experience. It normally, of course, happens in organised and systematic way.
If you and your company has already established a Listening and monitoring pillar of any good NPS system that is an excellent first step. Well done!
The next one is implementing Feedback loop and start acting upon the insights coming from customers like solicited and unsolicited feedback.
In reality, the fastest way to get into the CX trap is to do not get or stop getting customer feedback and insights for improvement seriously and do nothing with that treasury. Just listening is not enough.
Experienced CX professionals know the 4 CX traps every company must avoid:
Do not listen what your customers want to tell you. “You know better!”;
Listen but do not believe - "It is not what it looks like”;
Believe but do not act. “Too less people (i.e. only 15 responses). They might misinterpret something.”;
Do not listen and believe to your employees. “They are just looking for excuses….”.
If you experience such a setback or any of the traps I described it clearly shows that CX maturity of your organisation is very low and definitely more systematic approach would be needed if you what to address the subject.
Understanding and acting are key in the Feedback loop pillar of any good NPS System. Simply said, it refers to Inner and Outer loop management.
Inner loop is the resolution of specific customer problems at different points of contact. Inner loop is trailing, reactive, and tactical.
Inner loop seeks to identify in a timely manner if a customer is expressing any disagreement associated with a recent interaction.
On the other hand, Outer loop is the process of designing action plans for systemic improvements based on learning and standardisation of cases derived from the inner loop.
With outer loop you can analyse the set of situations presented in the inner loop, seeking to give a systemic sense of what is happening with your customers.
Thus, closing the outer loop means developing initiatives or plans that include solutions to repetitive problems or formalising actions that maximise the benefits of successful procedures.
So, let's talk practical. Imagine, your company gets a complaint by disappointed client. That is good, as it shows emotion and engagement. If client doesn't care about you they will not spend their time to complain, right?
So, what are you doing with this insight?
As part of the feedback loop you may need to call customer back to get more details, understand the situation and potentially resolve the issue. If so, do it. Customers like that.
Then, analyse and discover the root cause of the problem that might be the issue for many others who do not complain. This is the inner loop. * * * Once you understand and evaluate the issue you may come with ideas for potential improvements in the process or the product that eliminates the pain for the customer in its usage (and most probably the pain for the employees to handle that process). Than, design >> pre-test >> develop >> test again with customers >> execute the improvements and you are one step ahead in customer journey management. That is the outer loop. |
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Considering of Outer loop is critical for any CX program implementation. And, a proven method to avoid CX traps.
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