Delivering consistent customer experiences across channels and touchpoints in a highly fluent, omni-channel environment starts with accurate and reliable measurements of actual, implied and perceived consistency.
Back in 2000, 9 out of 10 customers used one or two touchpoints to engage with companies. Today, 7 out of 10 customers use more than three touchpoints, and 2 out of 10 customers use five or six touchpoints. As customers, clients, partners and suppliers interact with your company time and time again, consistency has emerged as a mission-critical factor of customer satisfaction and, ultimately, loyalty. In fact, 90% of customers expect consistent interactions across channels and 87% of customers think brands need to put more effort into providing a consistent experience. To respond, companies must find ways to accurately measure the consistency of the experiences they currently deliver and the underlying factors that influence it. Below, I expand on three different methods experience designers have at their disposal to tackle this challenge, along with their key strengths and weaknesses.
Measuring Actual Consistency: Simply, actual consistency analysis aims to find the optimum balance between team members following Standard Operating Procedures (SOPs) and, on the other end, going “beyond and above” in their efforts to attract, engage and serve customers. One way to measure actual consistency is to present team members with process maps that expand on the tasks they complete during specific interactions or transactions with customers, and ask them to which extent they have to deviate from said processes to effectively and efficiently fulfill customer inquiries of similar scope. High deviation scores could suggest that the current experience delivery system does not have enough “built-in flexibility”, forcing team members to take matters in their own hands when it comes to pleasing customers. Actual consistency analysis represents an inside-out view of consistency.
Measuring Implied Consistency:Implied consistency analysis derives the extent to which customers are satisfied with how consistent their interactions are with your company by tracking the standard deviation of satisfaction scores in customer surveys. This method is based on the assumption that high standard deviation in satisfaction scores among your customers signal that your company does not deliver consistent experiences. When customer satisfaction scores are generally low or high (in both cases, standard deviation would be low), one could claim that services are consistently weak or consistently strong. But when satisfaction scores highly fluctuate, one could claim that the business is not delivering value consistently.
Measuring Perceived Consistency:Perceived consistency analysis assesses whether or not services of similar nature delivered in multiple instances are perceived by your customers to be of the same quality. A simple example is when the same customer contacts your customer support department multiple times over the course of his or her engagement. Companies identify those customers and ask them to which extent their experience during these interactions was of the same or similar quality. Again, when answers suggest big differences in perceived quality, your experience delivery system does not deliver value consistently and you need to take a second look.
Delivering consistent customer experiences across channels and touchpoints in a highly fluent, omni-channel environment starts with accurate and reliable measurements of actual, implied and perceived consistency. Experience designers have more than one methods at their disposal but the strengths and weaknesses of each method must be carefully considered before proceeding.
Digital transformation is certainly taking the world by storm these days. With a myriad of activities and aspects associated with digital transformation, customer experience acts as a key component. In fact, most of the digital initiatives surface from pain points, business/innovation needs and growth imperatives on the customer side of the business.
The insurance industry is facing enormous pressure as digital transformation is fundamentally changing how insurers’ operate. Customers are now much exposed to the social media than ever before and have plethora of comparison sites to compare policies and premiums before making any purchase.
In today’s hyper-competitive economy, it has become an imperative for companies to focus on delivering data-driven customer experiences. According to Forbes the benefits are wide-ranging, including revenue generation and cost reduction, as well as enabling process efficiencies and quality improvements. Data-driven CX leads to a more targeted and personalized approach for a specific set of customers and enables organizations to keep the interactions consistent across different touchpoints, provided all functions and LOBs are willing to align, first conceptually