Making it as easy as possible for customers and clients to get what they want, when they want it, is essential in securing repeat business through loyal customers.
A genuinely customer-centric transformation informs and empowers genuine innovations across your business. But giving customers a standout experience is only possible when you truly understand and meet their needs.
To achieve this demands a thorough understanding of what’s not working. Why are your potential customers not converting – not just in terms of sales, but in other important ways? How do we find out, so we can do something about it? If the data is there, it’s a case of harnessing it, interpreting it, and then applying the knowledge to improve the customer experience iteratively. If the data is not there, the data structure and data collection mechanisms have to be defined, developed and implemented first.
To maximize customer satisfaction, you need to understand and visualize the customer’s end-to-end journey, and secure lasting improvements to it. Our approach focuses on three key stages:
- Firstly, by understanding the ‘voice of the customer’, expectations and desires - and by error-proofing, which stops the customer making mistakes in the purchase process – mistakes they will indirectly blame you for.
- Secondly, by adopting ‘visual management’ – giving customers the means to navigate the relationship-building journey, without having to ask.
- Thirdly, by reducing the number and complexity of steps needed to complete a purchase or other transaction. Every unnecessary step or awkward process is a reason for them to walk away.
Our best practice principles and techniques, perfected over many years’ experience, have achieved enormous success in streamlining processes, reducing waste, and improving outcomes. Negative CX is far more powerful than positive, so we focus on eradicating it wherever possible, using digital and non-digital value stream, process, and organizational assessment tools and techniques to re-construct the value-adding process, and to enhance customer touchpoints.
