| As prices of fuel and everyday items seem to | | | | cut of the customer data, they can take |
| have recently skyrocketed, most of us are | | | | ownership for their specific impact on the |
| putting more emphasis on metrics. We're | | | | customer experience. |
| concerned with things like 'just what is my car's | | | | - Make it easy for them to accept customers' |
| MPG?', 'what is my department's productivity | | | | constructive feedback. |
| rate?', and 'what value are we deriving from | | | | - Motivate all these groups to continually improve |
| customer feedback?' There's a trend to reign in | | | | their deliverables and handoffs based on customer |
| frivolous spending and maximize our return on | | | | inputs, both internal and external. |
| investment (ROI). | | | | - Avoid suboptimization by balancing your metrics |
| ROI is about the quality and level of the | | | | and incentives and double-checking alignment with |
| investment itself, and then what you do to reap | | | | your intended outcomes. |
| value from it. Hence, customer data ROI is | | | | 2b) Be Creative & Thorough |
| dependent on (1) data quality and (2) how well | | | | Be creative and thorough in maximizing your ROI |
| you use it. | | | | of customer feedback data. |
| 1) Assess Data | | | | - Weave customer feedback data meaningfully |
| Customer feedback data is abundant in most | | | | into your major business processes, such as the |
| firms. Sources include surveys, complaints, service | | | | annual operating plan, performance reviews, |
| and sales call reports, CRM databases, win-loss | | | | bonuses, recognition, quarterly reviews, and so |
| analyses, blogs, and so forth. Your answers to | | | | forth. |
| these questions indicate the usefulness of your | | | | - Make the right type of data readily available in |
| data, and whether your voice-of-the-customer | | | | useful formats. |
| data collection/management needs to be adjusted. | | | | - Encourage its use in strategic decision-making as |
| - Is it timely and relevant? | | | | well as tactics. |
| - Does it reflect the customer's full experience? | | | | - Use it to align your "moments of truth" or |
| - Does it adequately represent all of the customer | | | | customer touchpoints -- all the occasions when |
| contacts who influence the purchase decision and | | | | your customer's perceptions may be impacted. |
| those who evaluate your brand promise? | | | | - Use customer inputs as a reality-check in |
| - Are your various customer data sources | | | | creating ads, promotions, and sales presentations. |
| integrated for simple and easy access? | | | | Rely on it as essential innovation guidance. |
| - Is feedback data connected with customer | | | | The essence of Customer Experience |
| behavior and profile data? | | | | Optimization is "firing on all cylinders" by |
| 2a) Take Ownership | | | | maximizing the use of customer data throughout |
| What you do with customer feedback data | | | | the firm. In the quest to enhance the full |
| determines your return on investment. Most | | | | spectrum of a customer's experience with your |
| customer feedback data is grossly underutilized. | | | | brand, you'll reap the rewards of customer |
| - Why not provide each organization in your firm | | | | retention, increased customer lifetime value, easier |
| with their own customer feedback data stream? | | | | lead generation and conversion, more efficient use |
| When every division and sales team -- and even | | | | of resources, and therefore, more sustainable |
| HR, Finance, Quality, and Safety -- has their own | | | | profit. |