Investing in customer experience is important but usually customer satisfaction is improved by developing services based on existing customers’ feedback. Thus impacting namely the CX of future customers. But when the customerships are longer, it’s possible – and recommendable – to affect customer satisfaction from the beginning and make corrections immediately when problems arise. Particularly in long-term and/or project-based B2C and B2B customerships, phased customer experience measuring is an excellent way to ensure good customer experience.
Phased customer experience measuring is done by identifying all the customer touchpoints along the customer journey and ensuring the success of each of them. The purpose is to chop up customer experience measuring so that the right people get the right questions at the right time. For example, often in B2B sales the buyer is a different person from the one in charge of implementation and each of them should only comment on their experience of the customer service. Phased customer experience measuring helps ensure that customer feedback is from those exact people that have experience on the execution of the particular phase being measured.
Phases of customer journey
Phased customer experience measuring can be done after a sales visit, offer phase, delivery, installment, reclamation and maintenance visit, and after each customer service situation during the entire customer relationship. Feedback concerning customership’s discontinuation and after-sales services should also be collected. This way service success and customer satisfaction can be ensured in each phase of the customer journey. Service can be improved according to feedback for the future customers but you also get a chance to mend the situation for this particular customer.
It’s obviously essential that the survey is short and concise, so that customers will answer them. But phased customer experience measuring enables precisely this, because the questions are targeted to the right people just when the topic is timely. This helps avoid a situation where you have to send long, tedious surveys at any point of the customer journey and ask questions that the respondent don’t have experience of, because another person in the company has been in charge of it or the topic has been forgotten.
Self-evaluation as part of CX measuring
It’s worthwhile to ask about the success of customer service also from the people serving the customer. This is done to ensure that the sales person or the repair man has a realistic and identical view of the service quality to that of the company. If, for example, the sales person thinks that the sales visit went well but the customer feels like they weren’t heard, it gives the sales management better tools to handle the situation. Self-evaluation is also a useful tool for self-reflection to improve one’s skills. Often the problem isn’t that the sales people are overly optimistic of their skills – quite the opposite. Usually the own experience of the sales visit is too pessimistic although the customer is satisfied and regarded the meeting useful.
Unified overall satisfaction measurement
Each phase of the customer journey needs its own considered questions that fit the particular phase. It’s essential that each of the phases also has an identical question to measure customer satisfaction, such as NPS or overall satisfaction score. This ensures unified, comparable data on customer experience and determines the overall satisfaction of the customership.
Phased customer experience measuring provides detailed information with which possible corrections can be made along the way. If, for example, the offer is confusing and the customer doesn’t understand what they’re being offered, you can react to it quickly and the offer won’t be turned down at least because of a misunderstanding. Real-time data gives an opportunity to develop customer experience in each phase of the customer journey and the customer feedback is received from the right people at the right time. Phasing customer experience measuring helps to mobilise collected data to improve customer satisfaction in real time and also to develop the right people and the right processes at the right time within the organization.