Chances are that today you have experienced frustrations in dealing with a product or service that’s provided to you. The reason for feeling frustrated is because there is a contrast between the expectations of what we think we will get versus what we actually receive as a service or product.
According to a study conducted by McKinsey & Co. the key to good customer experiences is to understand and invest in key drivers of satisfaction while minimizing unneeded spending through better understanding what the customer really wants, supported by analytical data. In today’s business environment, the customers have many choices. They demand consistency, always on availability, and transparency from their suppliers. Customer demand immediate resolution of the problems. As approaches to selling and usage evolve, customer loyalties shift, and companies must develop deep understanding of the customer experience to effectively market, sell, and support their products and services and maintain the customer’s loyalty at every stage of the life cycle.
To enhance customer experiences, an organization must listen to, and understand, the customer stories about their relationship with the product or service. Companies must understand the scenarios that form customer’s perceptions and work diligently to close the gap between what the organization is delivering and what the customer’s desire is known or anticipated.
- Understand the customer segment needs and expectations
- Identify, prioritize, and rationalize customer experiences
- Build scalable, cross-segment capabilities
- Define business, operational, and engagement model to deliver on the promise
- Create continuity and alignment across segments to gain synergies
By understanding the customer experience we gain an understanding of the customer perception in finding, buying and using the products. The goal of customer experience discovery is to create a culture that puts the customer at the center of design and product development decisions. New, innovative, deeper and more meaningful engagement with customers result in revenue growth and higher returns on investment. The goal is to engage the customers in experiences that are less complex through removing barriers to organizational sharing and reducing complexity to allow for seamless idea and best practice sharing during product design and development. The goal of customer experience enhancement is to maximize the customer lifetime value to the organization by creating satisfied customers that are repeat customers.