On the first wednesday every month, the Customer Experience Network -
Xchange takes place at the Stimmt offices. This time, 12 customer
experience believers talked about a case study of a project and
possibilities of promoting Customer Experience in large companies.
The case: The language travel booking experience
Stimmt’s project with Switzerland’s largest language school operator
brought the following learnings:
- Analyzing customer needs through emotion-centered interviews enabled the client to get a much more detailed picture of the customer decision process than classic market research or internal process analysis.
- The client understood in more detail about important drivers and influencing factors for purchase decisions.
- By identifing the «moments of truth» and the related feelings of the customers we were able to suggest pragmatic quick fixes as well as long term initiatives with high impact on a positive customer experience.
- Overall the client gained insights to on how to focus investments on things that enhance the customer experience
Find the case study here.
Discussion: How do I convince my organization of customer experience.
The second part focused on the challenge of convincing other people –
namely management – of the benefits of CX. Here are some key points:
- A top management sponsor makes life easier
- Internal marketing and high visibility projects are important to capture management’ attention
- Convince through cases: «we reduced the error rate by X which will save us Y dollars due to reduced support time» will make a great case for future projects. Therefore: Establish clear KPIs at the beginning of every CX project.
- Back yourself up with numbers: Backing up findings with quantitative data convinces management much more.
- Fighting battles and justify your position consumes a lot of energy without creating any value. Don’t fight for positions and don’t try to impose your opinion. Rather invest your energy at the beginning of a project for the stakeholders to realize that focusing on customers is much more than an add on.
- Involve stakeholders in the analysis phase: immersion is especially powerful. Put your stakeholders in their customer’s shoes and let your stakeholders participate in extracting the findings.
- CX is not about tools or processes. It’s about empathy for customers
The next CEN-Xchange meeting will take on December 2. We discuss methods to analyse and measure customer experience which we tried in at Hotel Seefeld in Zurich
Get in touch with Helmut Kazmaier (helmut.kazmaier@stimmt.ch) to attend.