Avoid Analysis Paralysis While Planning A Customer Experience Improvement Strategy
An age-old saying “look before you leap” suggests that you should always think it through before making an important decision.
However, when these decisions are complex, people and even organizations can get over-engrossed in the “looking” process and never make it to the ‘leap’. This situation of being stuck in the decision-making process is known as “Analysis paralysis”.
Today, the business infrastructures are constantly evolving, and so are the customer mindsets, making it increasingly difficult for business decision-makers to arrive at rational and sound conclusions.
Customer Experience Improvement is one of the essential aspects of any business. After all, the ‘customer is the king!’ To strive in the insanely competitive market, companies must deliver an unparalleled customer experience. Therefore, it is common for most business leaders to find themselves paralyzed while planning for complicated strategies of CX improvement.
This article has laid out a straightforward process that will help you plan out the CX improvement strategy without facing the analysis paralysis along the way.
5 Step Process to Avoid Analysis Paralysis for Customer Experience Improvement
Know Whether Customer Experience is Important for you
Start the journey by asking yourself a simple question “Is customer experience strategy important for my company’s growth”. The response to this question is nearly always ‘Yes’.
Nowadays, the level of customer satisfaction does not depend solely on the quality of your product or services. Several competitors in the market offer the same products that you are offering. So, what differentiates your brand from the competition is the ‘customer experience’ that you deliver throughout their purchase journey. The better’ customer experience’ you provide, the better is the customer satisfaction, and the higher will be your brand loyalty.
Ask yourself three questions
Is customer loyalty essential for me? Will customer feedback affect my brand’s image? Are we planning to introduce new products to old customers? If the answer to any of these questions is yes, you can be sure that the time is right to invest efforts in optimizing your customer experience.
Understand Who Your Customers Are
The next stage in your process is to create customer personas and segregate them into different segments. This step is essential to understand your diverse customer base’s needs and provide practical solutions to their challenges.
Segregating customer groups helps your support team determine how to address different problems of different groups. E.g., For a 24-year-old tech-savvy individual, chatbots and video tutorials might be the right tools to solve their queries. Whereas, for a 42-year-old, you may have to arrange a direct call with the customer care executive or send a detailed email with thorough information.
Customer Journey Analysis
There are several milestones where a customer interacts with your company throughout their life-cycle, and these milestones determine their journey. The experience they receive at each stage of their journey, collectively, creates the ‘customer experience’.
Therefore, in order to improve your overall CX, you need to start focusing on individual touchpoints and determine which points require more attention. For this, you can conduct consumer surveys, which will help you gather feedback about the specific touchpoints.
For e.g., if a customer in the free trial phase faces a maximum number of challenges and negatively affects customer conversion, the immediate focus should be on that touchpoint. Similarly, if there are more discrepancies in the problem-solving phase, the focus should be on that.
Implementation Of The Changes
After determining which touchpoint to address first, you have to figure out which tools or techniques you will implement at each stage. Sometimes even minor changes bring significant results, and other times even dramatic efforts fail to obtain the desired results.
While conducting the customer journey analysis, you will also get to know the specific problems the customers are facing at each stage of their journey. With the help of that data, you can determine which tools will be beneficial to your customer experience improvement strategy.
Lastly, you have to measure how much your efforts, processes, and technologies are paying off. You can do that by using survey opinion gathering tools and technologies.
The more complex your business functions and customer journeys are, the more sophisticated tools you will need to define a Customer Experience strategy. Therefore, in this phase, most businesses experience analysis paralysis as they cannot find suitable software that can measure customer satisfaction.
Sophisticated applications can provide in-depth details about custom experience across different channels by analyzing customer behavior through text and voice-based feedback. Ultimately, this kind of analysis estimates whether your consumers are satisfied, neutral, or dissatisfied with your efforts.
Customers are more empowered than ever before; thus, their expectations are higher than ever. If businesses fail to deliver a satisfying experience, their clients will not think twice before switching to their competitors. Therefore, there is a constant requirement to improve customer experience strategy to ensure stable growth, improve customer retention and ultimately increase the company’s revenue.