Reducing points of customer dissatisfaction is the key to a good customer experience. The customer experience can be negatively impacted by issues that occur repeatedly or occasionally.
Customer dissatisfaction points often cause friction and frustration. This can turn your customers into dissatisfied customers.
As a consequence your churn rate will increase and therefore your lifetime value. THIS LINK clearly explains this point.
Likewise, dissatisfied customers have a higher cost of support and attention. Therefore, reducing these points of dissatisfaction is critical for the company. The reason is obvious, as we are talking directly to the bottom line.
That is why it is essential to measure customer experience with either an NPS or CSAT indicator. You can see how to use both in THIS VIDEO by expert Adrian Swinscoe.
How to reduce customer dissatisfaction points.
To reduce the points of dissatisfaction you must:
1. Align operations around the experience by reviewing the customer relationship process mapping.
Use the customer journey map and focus it on the key customer relationship processes. Customer journey mapping provides a rigorous way to understand and focus priorities within the customer’s needs. To learn more about the customer journey map you can access it HERE.
2. Build an optimal customer journey, analyze the current customer experience and collect the unified voice of the customer.
Once the customer journey map is built, look for inputs and understand the critical points around the customer journey. Utilizes multiple sources of information. Create a single system of decisioning and focus. All this is known as the listening path.
3. Proactive management of the user experience.
Develops the ability to predict customer performance, rebuilding and innovating at the touch points.
Manage customer dissatisfaction with appropriate actions.
To improve the customer experience it is necessary to apply the feedback obtained to the customer’s daily operations. You need to talk to them by offering appropriate actions.
The key is to close the gap with respect to the feedback obtained and to involve the company in the satisfaction of these customers.
The importance of a unified customer experience picture.
The starting point is the creation of a unified picture of the customer experience in the company. The gap between the desired and actual customer experience indicates where actions should be focused.
The voice of the customer process must be linked to strategic decisions and day-to-day decisions.
It is important to have metrics to see what is working and what is not working. To finally prioritize improvements.
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