Customer experience management programs are key to building a company around the needs of the customers. As such, these programs are quite complex, having many moving parts (from strategy and governance to data collection and reporting) that impact every organization in your company. For purposes of this survey, we refer to these programs as “Customer Feedback Programs,” where formal customer data are collected on customers’ perceptions and attitudes about their customer experience. These programs, sometimes referred to as “Customer Experience Management Programs,” “Customer Loyalty Programs,” “Customer Satisfaction Programs,” or “Voice of the Customer (VoC) Programs,” are designed to help companies understand their customers’ attitudes and improve their experiences. This deeper customer-centric understanding ultimately helps companies identify ways to improve customer loyalty, consequently improving business performance.
Build a Customer Centric Company
The people, processes and technology create the company culture. A customer centric company is one that adopts specific business practices that result in high levels of customer satisfaction and loyalty. Consequently, building a customer centric culture starts with identifying those specific business practices that impact customer loyalty. These best practices essentially define and help operationalize “customer centric company.”
The development of the Customer Experience Management Program Diagnostic (CEMPD) was based on research on customer feedback programs and their impact on customer loyalty. In this study, I compared loyalty leading companies and loyalty lagging companies on how they structure their CEM program. I found that loyalty leaders, compared to their loyalty lagging counterparts, adopted specific practices in their customer feedback programs at a significantly higher rate across the five components of their CEM program:
- Strategy/Governance: Addresses the culture and policies around the CEM program and uses of the customer feedback data
- Business Process Integration: Addresses the extent to which the organization embeds customer feedback data into the business processes
- Method: Addresses the process of feedback collection, including what gets measured (customer experience, customer loyalty, sentiment) and how it is measured (social media, surveys, brand communities)
- Reporting: Addresses the elements around the analysis and reporting of the customer feedback data
- Research: Addresses the extent to which the organization engages in and disseminates customer satisfaction research (e.g., segmentation, linkage analysis) that provides deeper customer insight
The bottom line is that building a customer centric company (and ensuring the success of your CEM program) rests on the proper design and adoption of several key business practices. The free Customer Experience Management Program Diagnostic was designed to help you understand the extent to which your company adopts best practices in their CEM program. Specifically, the CEMPD can help your company:
- identify your CEM program’s strengths and weaknesses
- understand how to improve your CEM program
- facilitate your customer experience improvement efforts
- improve customer loyalty
- accelerate business growth
Take the free self-assessment survey now by clicking the link below.