When customer experience gets sacrificed on the ROI altar
Unforgettable customer experience is a great goal, but its importance can disappear under the weight of budgets, Clare Sporton reveals, in four steps, how businesses can achieve both.
Be a fox not a bunny. To adapt a local political catchphrase, there has never been a more exciting time to be an Australian customer experience practitioner.
While recent studies have shown that organisations in Australia have been lagging behind in the adoption of CX and Voice of the Customer solutions, this delay can be turned into an advantage if you are willing to learn from the missteps of others.
The biggest trap many have fallen into has been neglecting to engage the rest of the organisation by clearly demonstrating the important weapon CX can be in a company’s arsenal, delivering measurable increases in revenue and reductions in cost.
At face value, CX programs are often seen as a fluffy bunny. Everyone thinks it is lovely – no one is going to say the customer isn’t important – so everyone wants to pet it.
I’d like to add another takeway. That ‘3’ is the number between ‘2’ and ‘4’.
Great article Clare. In my experience too many organisations and their leadership teams fail to see the link between exceptional client experience and bottom line benefit, common sense is not so common even at a senior level.
Organisations need to be prepared to invest in client experience initiatives over a sustained period of time in order to deliver the desired results.