You can’t read a business publication today without it reminding you that we need to do a better job with our customers. Research pounds home the fact that customers need to be more than merely satisfied with your products and services … they need to be inspired! To do that, you not only have to address issues of product, policy, pricing and delivery but also emotions, feelings and attitudes.

The VereQuest approach is as varied as the customers we serve. At the foundation of everything we do is our ability to tap into real customer interactions as close to the actual experience as possible. Not a survey 2-3 days later. Not a theoretical discussion about what kind of experience they may want. And we can usually do it for less than you may already be spending simply conducting routine quality assurance.

1. Understand the current customer experience

No two customers will experience your organization in the same way. They may have the same needs but have different experiences and make different choices. In addition, a single customer’s experience with your organization is likely to be multi-dimensional as they come into contact with multiple products or delivery channels. Customer Journey Mapping illustrates the key interactions and decision points of your customer’s journey across channels, decisions, information sources, processes and possible outcomes. By mapping the experience you will have greater insight into those key points of contact that either support loyalty or impede progress.

2. Understand how the current experience affects customers

Each experience is influenced by an individual customer's unique circumstances -- whether it is a spontaneous purchase or a planning monthly occurrence, an unsophisticated or experienced user, a long-term or new customer, etc. That’s why it is critical to tap into the experience as it is occurring. Given that up to two-thirds of all customer interactions occur in the contact center, we tend to start there. We may tap into pre-recorded calls, emails and/or web chat and mine them for the clues customers leave with every dialogue. Additionally, we may survey customers immediately following a customer service interaction using IVR technology and later conduct an in-depth interview based on their responses. However, we gather insight, it will be based on real customer experiences or discussions with real customers within minutes of the interaction. The end result is both a quantitative and qualitative snapshot of what is working and what is not from the customer's perspective.

3. Define the ideal experience

How we define the “ideal” customer experience is largely dependent on where you are in your own journey. Typically the “ideal” customer experience is framed by a brand promise, competitive positioning or core competency. By removing points of irritation or defection from the experience, the essence of the experience will drive the desired effect. However, for those who are unclear or uncertain of what the ideal experience could or should look like, a more innovative approach is required.

In these cases, working with our partners, we would design a customized innovation process which will help your organization define the ideal experience. This process is particularly effective for issues that have already been "beaten up" by the organization many times and where innovative solutions have become the exception.

4. Prioritize high potential opportunities

There will inevitably be more things to do to improve the customer experience then there is time or money. The VereQuest approach starts to prioritize potential activities from the outset based on quantitative measures which makes it easier/faster to identify those opportunities which will have the greatest impact. These early views allow us to generate new ideas and approaches and move them quickly into customer research and/or pilot mode. Importantly, the supporting data forms the foundation for pulling together a compelling business case.

5. Ongoing, multi-channel monitoring of the customer experience

Change is inevitable in today’s marketplace. No sooner have you fixed a problem, when it begins to slide or yet another problem pops up. To sustain high performance and evaluate the effectiveness of your efforts, ongoing customer experience monitoring is an imperative. The key is to monitor the experience as close to the actual experience as possible by listening to calls, reading emails and/or interviewing customers as they complete an interaction. To test adherence and skill development, or simply to keep important skills top-of-mind, we work with Mystery Shoppers. Additionally, you may wish to conduct an end-to-end audit of your contact center, customer experience or delivery channel.