1. Start by identifying the Moments of Truth (customer interactions)that exist across all of your customer experiences (you can create more specific experience maps later).
We use the Diagnostics dashboard to make sure we turn the MOTs into 15 quantifiable and actionable metrics.
There are three ways to collect and collate this information:
- Workshops of all interested people.
That includes customers, advisors, employees and management.
- Recording of actual experiences.
Yes, record the experiences and evaluate afterwards. We use a video technique that identified Moments of Truth with red flashes, Internal Interactions with blue and decision points as green.
- Analysis of customer feedback.
Review the letters, calls and social network commentary and capture the experiences to gain insights and a better understanding.
5. Build a Action Plan to engineer the ABACUS of the customer experience.
At each stage identify the relevant MOTs that cover off these elements:
When and How does the customer become aware of the process, product or service you offer?
How and Where does the customer ‘get it’ and become an advocate for the experience?
How is the purchase made. Not just a product buy but the actual commitment.
Why should the customer care? How do you ensure the trust and commitment is reciprocal and reinforced?
How does the product, service work. Has it been designed from the customers perspective (Outside-In)? Ease of use goes beyond efficiency and focuses directly on the actual customer experience.
In our always-on world how does Share happen? Is that understood and optimized? Recall the fantastic tale from Canada – Westjet Christmas story with more than 35 million hits on youtube in 3 months. By the way that is more than the population of Canada! That’s good news, but what about capturing the bad news before it becomes a crisis – recall the United Breaks guitar story?