Driving a positive behavioural change in customers is the surest way to increase their sustainable contentment and commitment to your business. We’ve seen this achieved when programmes focus on what really matters most to the customers and the business delivers best.
Of course setting the companies CX compass correctly means understanding that Customer Performance measures will mean for the business. For instance, no CFO worth their Masters degree in Economics is going to thank you for delivering a sparkly green looking dashboard showing industry leading promoter scores or top box customer satisfaction if they don’t correlate with profitability.
CEO’s are waking up to (or more often walking into) this reality in their business. If this sounds familiar, then efforts should be diverted to improving the customer performance measures to reflect efforts on CX which drive business profitability. In a study by Prof. Dr Phil Klaus, amongst companies who drive 600% ROI from their CX programmes, effective CX measurement was the No.1 contributing factor for success.
If you’d like to know more on this contact Christopher Brooks and reference 600% ROI.
If you are chartering the correct course, then it’s worth remembering that results from CX take time. So keeping stakeholders’ engagement and belief in CX is key. To do this we recommend small ideas which deliver a big impact (siBI).
I was speaking to a regular on the CX speaker circuit recently who said, ‘We do this all the time. We are always fixing stuff so it works for customers’. Beware, there is a clear distinction between improvements which reaffirm consumer’s choice of a brand versus ‘fixing stuff that was broken’. Not all realise this. However, ROI on ‘operational’ style fixes typically delivers only 125%; 4 times less effective than the vanguards achieve with branded experience.
Here are 3 examples of small ideas which I feel demonstrate, in a small way, what the brand is trying to stand for through an enhanced experience.
Nationwide, a more considerate and caring building society takes the opportunity to ensure there is no mess left in the community from its cash machines.
It’s something all could do, but those who don’t have it in their DNA don’t.
I counted 4 other banks on our high street without this simple experience set up.
Travelogical is the message from Travel Lodge. And this is a simple demonstration of logic. A basket of basic supplies which if you are so inclined you can take.
This not only reduces the effort and cost of staff dealing with customers requesting tea bags and sugar sachets, but it makes the budget hotel chain appear more generous than those perceived more premium.
Disneyland Paris in comparison provide a tea bag and coffee sachet per customer, per stay.
Finally, I saw this on a Burger King wrapper at Barcelona airport. Fast food chains have worked hard to demonstrate authentic and natural ingredients. What better way of stating it than on the wrapper from which is eaten. But actually stating it could backfire and have customers thinking why say it if you’ve got nothing to hide? So by making it part of the ‘what ingredients are in excluded from the order’, it allows the selection of natural ingredients which go in to make up the burger meal laid bare without stating them. Smart, simple and small.
They all share the ‘small’ in terms of investment as well as the ‘BIG’ in terms of demonstration of brand values. It’s that simple. Whilst they won’t achieve, ‘jump off the page’ unprompted positive verbatim they can be shared around the business as examples of quick, brand reaffirming experiences delivered for relatively little. Small ideas delivering Big Improvements.
Lexden helps deliver Customer Experience Strategy and Management for clients seeking sustainable profit from customer experience.
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