Used appropriately, journey maps can shift a company’s perspective from inside-out to outside-inBruce Tempkin Forrester
There seems little doubt that positive client experiences drive competitive advantage. Harvard research has found that organizations which focus on client experience reap enormous rewards: enhanced client and employee satisfaction, reduced churn and increased revenue. What’s not to like?
Yet ‘Aussie companies are crap at customer experience’ (B&T Magazine 16 September, 2015). While most Australian companies say customer experience is constantly at the forefront of their strategy, research from the 2015 Australian Forrester Customer Experience Index, a report designed to measure how well brands are delivering a quality experience to their customers and the impact it has on their business, suggests most companies are actually rubbish at it.
Only 17% of 58 businesses surveyed by 9,000 consumers appeared in the ‘good’ category with 31% were in the ‘poor’ category. The measurement is based on three criteria; emotion, ease and effectiveness, with the first being the most influential.
Asked where they thought they were going wrong, almost four out of 10 businesses blamed a lack of cooperation across their organisation, 30% cited a lack of urgency and 26% said they suffered from the absence of a clear strategy.
So maybe it’s time to focus more on your client experience strategy?
If you’re a business leader who wants to deliver a better, more differentiated, customer experience but the reality is you don’t have a strategic framework for doing so, I can help you take charge of your client experience ecosystem to create the new, more compelling experiences needed to differentiate your organization. Sure, you can optimize a single client journey in a tactical way, but shifting processes and mindsets to a client-centric culture is strategic, transformative, task. It doesn't happen overnight.
You might like to start by assessing your current client experience maturity – ask me for a self-diagnosis tool
The rewards are growth, higher client and employee satisfaction and increased revenue. And the cultural shift that occurs creates a focus on continuous improvement and real competitive advantage.
Read my blog on how to get started with Client Experience.
Or read more about how we can help with journey mapping, client feedback and relationship management, all key components to improved client experience