Design, Develop, Implement, Improve
What does it take to get a customer’s loyalty to the brand? If there’s one thing that a lot of businesses believe, it’s all about having a great product. However, when you look at it from a customer standpoint, this is not always the case. Even the best product will not be able to hold a customer down if the customer cannot feel the connection that they’re looking for. This is where customer experience comes in.
Customer experience is all about how the customer feels throughout the entire buying process. It’s not just about getting them to buy; it’s about making them realize that this is something that they would like to experience over and over again. It’s going the extra mile not only to meet but to exceed the customer’s expectations. It’s still being able to gain the customer’s trust even if you are unable to give them what they are looking for. Yes, giving customer an amazing experience each and every time is extremely challenging. But it can be done.
Customer Journey Wheel
A four-step cycle is what it takes to stir that feeling of loyalty from every customer: Design, Develop, Implement, and Improve. With each step on this Customer Journey Wheel, you create a stronger foundation for the relationship being built, ensuring even further that once the customer is in, he or she is in for good.
Designing the framework for your customer experience strategy requires extensive research and insight into the minds and emotions across your target market. How do they want to be treated? What channels of communication do they prefer? What turns them off about a service? Are they the type who prefer brief exchanges and quick results, or are they the kind who would like to sit and chat before going into the specifics? This is what your design should be based on.
Now that you have a design, it’s time to develop the processes necessary to attain each goal. How do you exceed each of these customer’s expectations? This is where systems are perfected to create an ideal world for each customer, a world where they do not always get what they want at every turn, but they still feel okay about it. Process development for this situation is extremely sensitive, as the slightest mistake can cost you a few customers.
Once all plans are in place, it’s time to implement the steps. The implementation is the culmination of all the efforts made throughout the entire process, making this the most critical stage. This is also the part where every flaw can be arrested.
With the data coming in from the actual implementation, the organisation has the chance to pinpoint all the problem areas and tweak the process for further improvement. At this point, not he mistakes made alone should be improved upon. Areas that went well but could have gone even better can also be improved to be able to maximise the effects.
Truly, customer experience is something that can be pulled from mediocre to amazing. With the proper design, development, implementation, and improvements, any customer would pledge their business for the long-term.