More than ever, companies must leverage the customer experience to succeed, says Qualtrics MD APAC and Japan, Bill McMurray, who gives us the six secrets to success.
In the last decade, the entire balance of power in the consumer-company relationship has drastically shifted towards the customer. This means competition for every company and business is at an all-time high and growing by the day.
If companies want to keep up in this hyper-competitive environment, they’ll have to create life-long brand loyalty by focusing on the people who purchase their product and service. More than ever, companies must leverage the customer experience to succeed.
Positive customer experience creates higher value customers, more referrals and lower churn. For many, customer experience has been largely overlooked in recent decades, but positive customer experience separates industry leaders from industry failures. And Voice-of-Customer (VoC) programs are critical for any company looking to excel at customer experience.
When confronted with the question “How do I build a VoC?” people are often paralyzed by the unknown and in some cases turn to full-service consultants to simply “do it for me”. This often leads to unwieldy and expensive implementations.
However, your VoC program should be agile and cost effective to be a competitive differentiator and as such, you need to own the program and its results. Implementing a world-class VoC program, supported by your VoC solution partner, becomes manageable by developing it in digestible pieces and steps. Qualtrics has identified six steps to building a successful customer experience program.
Step 1: Map the customer journey
Determine the most valuable metrics by identifying the most common type of customers and their personas. Consider how most customersexperience the organisation throughout the customer journey, from first contact to final service or product delivery.
Include touchpoints, potential roadblocks, and success gates; all of which provide an opportunity for measurement.
Step 2: Identify channels and timeline
Identify what you need to know about each customer touchpoint and determine how to collect the feedback for each one. Consider how to get a mix of solicited (where companies proactively seek customer feedback e.g. email surveys) and unsolicited (collecting feedback initiated by sources outside of a company’s control e.g. social media) feedback for a fuller picture.
Step 3: Test and iterate
Test survey questions against two key factors: reliability (when asking groups of questions relevant to a similar topic) and validity (how well survey items measure). Channel feedback performance also needs to be monitored through response rate and completion rate. Ideally, conventional surveys will achieve a 10 percent response rate and 5 percent completion rate.
If rates dip below these levels, there may be something wrong with the design or choice of feedback channel. The most common issue that leads to poor response/completion rates is an inappropriately high number of questions.
Step 4: Report
Strategic and role-based reporting is key. It is more valuable to give the right information to the right stakeholders, without overwhelming them with irrelevant data. The data needs to be real-time and meaningful to the end recipient based on their department and level.
Step 5: Set goals
It’s important to set SMART goals, which are specific, measurable, achievable, relevant, and timely. If company-wide buy-in is strong, it may be possible to formally hold employees responsible for the customer experience. This depends on completing the previous steps successfully.
Step 6: Act
The final and most important step is action. This means addressing opportunities and always closing the loop with customers. Opportunities occur when customers have a negative experience. This lets the company engage with the customer to win back their trust and their business.
Creating an exceptional customer experience isn’t fast or easy but it does deliver real bottom-line benefits through improved customer loyalty and increased revenues. While outsourcing some elements can be an option, companies that follow these six steps can overtake their competitors and achieve significant growth.
DoubleVerify has today announced the launch of the DV Publisher Suite, providing the measurement, insights and tools digital publishers need to improve ad delivery, assess inventory quality and maximize yield. For publishers, generating revenue has never been more complex. Today’s demand-side landscape consists of thousands of potential buyers, each with their own unique requirements, transacting […]
The Australian Open has confirmed a start date of February 8, 2021 with strict COVID-19 testing procedures in place. Following weeks of negotiations with the Victorian government, Tennis Australia exec Craig Tiley confirmed the Australian Open had been given the go-ahead. As reported in the Herald Sun, Roger Federer and Serena Williams will start arriving […]
Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and […]
Apple has laid out its plan to remove the Identifier for Advertisers (IDFA), marking a major change in mobile identity. In this piece, head of identity APAC at PubMatic, Harui Imaim, shares her thoughts on how advertisers can navigate these upcoming changes. This year has brought many changes, not least of which are shifts in […]
Val Morgan Outdoor (VMO) has secured an exclusive large format tender with next-generation, iconic screens at one of Sydney’s key retail, commuter and entertainment destinations, World Square. With market leading technology, VMO will deliver the ultimate immersive experience in the form of truly intelligent, curved internal LED screens and a hero screen spanning 8 metres […]
It was announced today that Yeesum Lo will join 10 ViacomCBS in the newly created role of Head of Development. Reporting directly to Head of Programming, Daniel Monaghan, Lo will be responsible for identifying and developing locally produced Australian content across all channels and platforms in conjunction with the wider Network 10 team. Lo joins […]
On Friday 27 November Bunnings launched their biggest ever Christmas activation, which was created and brought to life by strategic brand, commercial and experiential agency Bastion EBA. To bring a little magic to this Christmas, the activation involved lighting up one of their Melbourne warehouses, Bunnings Warehouse Maribyrnong. This resulted in a spectacular Christmas lighting […]
TikTok has always been about bringing people together to inspire each other and share moments of joy. It’s also a place to find your community, no matter your interests. This has never been more important than in 2020. From devastating bushfires, to a global pandemic that introduced us to social distancing and loss, to community […]
VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]
AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]
Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]
To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]