I love working in Customer Experience. When asked why I often reply its because it’s so simple. I only have to remember to do two things: Step One: Listen to customers; Step two Act upon what they tell you.
It seems to me that all the great companies are particularly strong at step two.
However I am constantly surprised at how often companies get step one – listening – wrong.
Last week I received a survey from Southern Rail. Given the vast improvement to the service into London Bridge after a rather shaky start to the year and thought I would complete it and say thanks. Unfortunately, as you can see, I struggled to read the questions due to the banner graphic.
Maybe my opinion doesn’t matter after all?
So I dusted down my checklist about great customer experience measurement and added an 11th
1. Simple – everyone from the front line to the boardroom need to understand it.
2. Universal – it needs to cover all Brand, Product and Service experiences.
3. Continuous – the voice of the customer needs to be heard constantly within the business.
4. Immediate – nobody get motivated about improving experiences that they consider to be in the distant past.
5. Single – you need a single, clear measure of performance as viewed by the people that matters most – customers.
6. Personal – make it relevant to me, or I won’t change my behaviour.
7. Actionable – without facilitating action measurement is a waste of time.
8. Polarise – focus on what delights, what infuriates.
9. Unfiltered – capture what’s important to the customer, not their opinion of things that matter to you.
10. Links to growth – ultimately is about delivering an experience so good that it changes the economic behaviour of your customers.
Oh yes …
11. Get the survey experience right