How do you unify customer experience?

This vision, tied to the brand's identity, values, and purpose, shapes every customer interaction. Dr. Ellen Chambers, a recognized figure in Customer Behavior, believes that a brand's vision shouldn't be a mere statement. Instead, it should actively resonate across the organization, ensuring consistent and aligned customer engagements. Furthermore, this vision must be anchored in measurable goals tailored to gauge CX efficacy. Goals like boosting customer satisfaction, retention, or advocacy need specificity and regular monitoring. As Professor Nathanial Wexler of Stanford's CX Research Division mentions, these metrics not only assess success but also guide refinements, ensuring an adaptable, ever-evolving approach to customer engagement.

One additional insight to consider is the need for consistency across all touchpoints and departments. Senior leaders sometimes underestimate the importance of maintaining a consistent customer experience across various channels and interactions.

In my role as a CX strategist for an e-commerce platform, we faced low engagement. To address this, we gathered customer data, employing tools such as surveys, direct interviews, and behavioral analytics such as clickstreams and account actions. Subsequently we mapped our customer’s journey with out brand. This lead to two main personas: "Tech-savvy Tina" and "Deal-driven David." Tina found our mobile checkout cumbersome; David struggled to find deals. We introduced a simplified mobile checkout and a prominent deals section. Engagement surged. The key takeaway: deeply understanding customer needs is vital for effective CX.

Pose the following questions to your team and encourage comments and discussions to facilitate understanding. What's the most memorable experience you've had as a customer, where a company truly understood and catered to your needs? How did that make you feel, and what aspects of that experience do you think other businesses could learn from to better unify their customer experiences?

Optimizing processes and systems is vital for top-tier customer experience (CX). 5S up our Org. Here’s a concise guide for CEOs to enhance their CX infrastructure: 1. Streamline Workflows: Eliminate redundancies and bottlenecks to ensure a smooth customer journey. 2. Refine Policies: If they introduce friction, it's time for an update. 3. Leverage Technology: Utilize tools that elevate your CX: CRM Systems: Centralize customer data for easy access and holistic understanding. Chatbots: Offer real-time support to address user queries promptly. Personalization Engines: Tailor messages and offers based on user behavior. Remember, exceptional CX is about creating a consistent, personalized ecosystem across all touchpoints.

Além dos treinamentos formais, a capacitação acontece no dia a dia, dentro e fora da empresa. Nos alinhamentos, direcionamentos de como aplicar o CX, multiplicar os aprendizados, fazer benchmarking, ter interações com profissionais em comunidades, ler livros, liderar novos e desafiadores projetos, entre outros

There is a story of a high-end hotel chain that gives their staff a budget to spend on the customer at their discretion. This implied that they could do this if they considered it a good idea to offer the customer a meal, a small gift, or anything that would make that moment more memorable and better for the customer. The rationale was that if you could provide a more memorable experience, it would pay itself back through return visits. Furthermore, it allowed a high level of flexibility to turn a good experience into something exceptional by allowing staff to act right at the moment that matters most.

Continuous improvement is essential for CX in today's fast-paced market. CEOs must: Data-Driven Decisions: Use advanced analytics to dissect metrics and identify underlying issues or opportunities. Feedback as a Goldmine: Actively seek, value, and analyze customer feedback to pinpoint improvement areas. Embrace Innovation: Engage in regular testing and iteration to refine CX elements. Competitor Benchmarking: Regularly compare your CX against industry peers to glean insights and direction. In essence, CX enhancement is a perpetual journey, adapting to evolving customer expectations and market shifts.

Unifying the CX is pivotal in today's multifaceted digital landscape. It involves ensuring a consistent and seamless interaction between the customer and a brand from online platforms to offline interactions. A unified CX doesn't merely rely on technology; it hinges on an integrated organizational mindset where every department collaborates to maintain consistent messaging, branding, and service quality. This ensures that customers receive the same brand promise whether they engage with a business through its website, app, social media, or physical store. When executed adeptly, a unified CX fosters enhanced customer trust, loyalty, and satisfaction, propelling brands towards sustained growth and prominence in their respective markets.

Alinhamento e tom de voz O tom de voz da empresa é uma ferramenta que ajuda a unificar a experiência em diversos canais. Através dele, é possível estabelecer como a empresa se comunica em diversos canais. O ideal é que a empresa proporcione experiência parecidas em todos os pontos de contato, mas deve levar em consideração as especificidades e momentos da jornada em que o cliente está. Para iniciar esse processo, comece simples! Faça ou busque um guia de comunicação, scripts e até mesmo benchmarks para um primeiro documento e, na sequencia, complemente ele com informações da empresa, proposito, visão, valores e tudo mais. O tom de voz ajudará a promover o alinhamento entre áreas de negócios e impactará positivamente na jornada.

Unificar a experiência do cliente requer uma abordagem integrada. Compreenda as necessidades através de pesquisas, padronize a comunicação em todos os canais e integre o atendimento. Treine a equipe para oferecer um serviço consistente, utilize tecnologia para rastrear interações passadas e colete feedback regularmente. Personalize a experiência, resolva problemas de forma eficaz e mantenha uma linguagem consistente. Ao adotar essas práticas, cria-se uma experiência do cliente positiva e coesa, independentemente do ponto de contato escolhido pelo cliente.

Antes de tudo é preciso uma decisão estratégica corporativa para permitir que a declaração de missão e a visão geral de sua marca sejam verdadeiramente manifestadas em cada ponto de contato. Sempre ajuda conhecer a fundo seus clientes, e ter suas jornadas e interações críticas mapeadas (momentos da verdade), tanto físicas quanto digitais. E para esse último padronizar um bom design system que garanta uma UX uniforme e intuitiva em todas as plataformas. Mas a verdadeira mudança só acontece quando vc muda a cultura para que cada colaborador tenha a decisão centrada no cliente como uma crença inabalável. A capacidade de prover uma boa experiência unificada para seus clientes é um traço de cultura. E nunca um projeto departamental.