Here are a few ideas to put in place.
- A customer experience strategy. Without a vivid description of the kind of experience the company seeks to create, your customers will act like musicians in an orchestra without a conductor. An effective strategy must describe the intended experience.
- A “voice of the customer” (VoC) program. A well-crafted VoC program systematically collects customer insights and incorporates them into business decisions through listening, interpreting, responding, and monitoring. The steady stream of customer feedback generated by the VoC program gives managers ammunition.
- A customer experience measurement program. To manage customer experience, companies need to measure it. These metrics help monitor the impact that customer experience projects have on the bottom line. Establish standard customer experience metrics across the business, on par with traditional business metrics such as sales and profitability.