Survey Results, Part 3: Gaps in Customers Experience Strategy & Tactics Exposed

This post continues the reporting on the results of our "Marketing, Sales, and Operations vs. Experience" survey.

This post is focused on Strategy and Tactics and Employee empowerment.

But first a quick update - the number of respondents who reported that delivering on the promised customer experience is a fifty-fifty proposition is now equal to the number who responded that they get it right more often than not. Both have a received just shy of 42% of the total responses.

The path to improvement - of course - starts with asking customers and former customers about their experiences. Then it's a matter of determining if the solutions are cost effective and will drive earnings and/or savings. Sounds simple, I know.

Strategy and Tactics

The need for more clarity about the customer experience strategy and tactics was also made quite clear. Interestingly, some respondents wanted the ability to customize experiences while others wanted a more standard approach to treating customers.

Both cases reflect a lack of focus, listening and employee empowerment. If the companies were listening to customers and front line employees they'd have a better idea of what was needed to deliver positive, consistent customer experiences. In both cases, process reviews are in order but not without first more listening.

As one recent respondent said when asked if they could change just ONE thing about how their company manages customer experience:

"I'd start listening to our customers' opinions."

Employee Empowerment

Not only did respondents want to see their front line people empowered to take care of customers, there was also the feeling that employees can be more involved in defining the customer experience and best practices. One respondent specifically called for Quality Circles to be held to review best and worst cases of customer interactions.

Quality Circles can be very empowering as representatives from all departments and hierarchies contribute to a process that identifies and prioritizes all the opportunities for improving the focus of the Circle, be it a product, service, or in this case, customer experience.

Employees also need guidance on how far they can/should go to resolve a customer issue. Front line employees can be strong mediators as well as company/product/service advocates only if they know that their employer has their back.

As always, thanks to all who responded to the survey. If you haven't participated yet, it's not too late.