Yazar: abdulkadirdemirtas

Today, if a professional wants to specialize in Customer Experience and obtain an international certification as a specialist and be considered a CCXP – Certified Customer Experience Professional, he/she will need to master the 06 Disciplines of Customer Experience: Strategy, Customer Understanding, Design, Measurement, Governance and Culture.

Who takes the exam is an international association of Customer Experience professionals known as CXPA – Customer Experience Professionals Association (www.cxpa.org) and if you want to access more information about the exam, the link is www.ccxp.org

1– Strategy

Strategy is the game plan. It’s a set of practices to elaborate a customer experience strategy, aligning them with the company’s overall strategy and brand attributes; while at the same time sharing that strategy with employees to guide decision-making and prioritization across the organization. this strategy with the overall strategy of the company and also with the attributes of the brand. And, finally, share the customer experience strategy with all employees; developing campaigns, training etc.

2 – Customer Understanding

This discipline focuses on truly getting to know customers. It involves a set of practices that creates a consistent understanding of who the customers are, what they want and how they perceive the interactions they have with their company today.

Some practices:

• Ask for feedback is a constant exercise of listening to clients about their experiences with the company, which can be done through surveys or interviews. It’s a practice that extends through the relationship centers, emails and social medias;
• Gather information from employees about their experiences with customers and their role in delivering customer experience;
• Conduct observational research studies with clients in the natural environment;
• Analyze customer insights, extracted through research techniques, to identify key points of customer pain and opportunities;
• Document customer understanding, so that it’s easy for the employees to understand and use the materials. This involves personas (fictitious representation of your real client) and mapping the client’s journey as stronger examples;
• Share customer knowledge with all employees, distributing documents, conducting training etc.

3 – Design

Design is to draw the process whenever a new experience is introduced or an existing experience is changed significantly. In this discipline, the design thinking service’s branch plays a key role because it has dozens of tools that helps to design in detail and technique the best projected experience. The mapping of the journey, in-depth interview, map of stakeholders etc., are applicable tools at this stage.

The answer lies in the perfect design of the processes, in which not only one person do it well, but everyone performs correctly, giving unity, standardization, team engagement and, consequently, a better experience for the client.

As the authors of Outside In teaches: “Practices in the design discipline helps organizations to imagine and then implement customer interactions, meet or exceed their needs. It covers the complex systems of people, products, interfaces, services and spaces that your customers find in retail locations, over the phone, through digital media, such as internet pages and cellphone apps.”

4– Measurement

That old saying fits here: “What is not measured is not improved”; and experience must be measured for improvement.

The Experience Metrics discipline is a set of practices that enable organizations to quantify customer experience quality consistently across the enterprise and provide interactive information to employees and partners”, teaches the authors of Outside In.

Some steps that facilitate the measurement of the experience:

• Define a quality structure of the customer experience that aligns with how customers judge what a consistent experience is. For example, what is the tolerable waiting time in a cash queue? What is the acceptable timeframe for the delivery of a product? What is the acceptable timeframe for the repairing of a product in the technical assistance?
• Define subsets of customer experience metrics that shows how each group, role, and individual in the organization contribute to the quality of the customer experience;
• Measure how clients perceive their experience with the organization, based on the criteria in the quality structure of the customer experience;
• Analyze customer experience metrics to determine differences in the quality of experience between key customer segments (purchase of a product and procurement of services) or aspects of the experience (team friendship);
• Model the relationship between quality drivers of the customer experience (speed and accuracy), consumer perceptions about their experiences (easy and reliable), and business results (sales and evited calls to the customer service center);
• Share metrics and customer experience templates with all employees (distribute reports, use dashboards and conduct training sessions).

5 – Governance

Governance defines a consistent set of customer experience standards throughout the organization.

Some observations involving the governance discipline:

• Governance has a strong link with the customer experience strategy as a criterion for evaluating investment prioritization decisions;
• The impact on customer experience is important as a criterion for business decisions about policies, processes, technology and communications;
• It’s worth keep a dedicated roll of projects to improve the customer experience;
• Review customer experience program statusand metrics regularly, to monitor progress towards business objectives, adjusting tactics or resource allocations, if necessary;
• Assign specific customer experience management tasks to employees as a requirement of their positions;
• Evaluate employee performance against customer experience metrics;
• Facilitate coordination between groups that share responsibility for a particular experience;
• Whenever a change is approved for a policy, business process, product, technology or other system that affects the customer experience, restructure your experience to reflect the change.

6 – Culture

If you are a leader, culture is what they tell you about when you leave the room. Culture is the way we do things around here.

The culture discipline consists of practices that create a system of shared values and behaviors that encourage employees to offer a great customer experience.

The practices in the culture discipline fall into three categories: hiring, socialization and rewards.

• The Hiring practices selects candidates with customer-centric values and the specific skills needed to meet the company’s experience strategy. The condition is that the candidate is committed to helping clients. Placing the magnifying glass on the candidate’s behavioral issues can generate more results, because it’s easier to teach someone a skill than to change their basic beliefs and personalities. In a nutshell: always hire people who enjoy, who have the pleasure of serving;
• The Socialization practices involves the importance of communicating customer experience to employees, customers and all other stakeholders. Train new and existing employees in the skills they need to deliver the best experience;
• The Rewards practices involve formal rewards (bonuses and promotions) and the use of prizes and informal celebrations to highlight customer-centered behavior.

Credits: The research source for this article was based on the book Outside In – The Power of Putting Customers at the Center of Your Business, by Harley Manning and Kerry Bodine

Motive eden ifadeleri çok severiz. Paylaşırız. Etkisi geçene kadar bize iyi gelir umut ile bakarız geleceğe…

Sonra etkisi geçer ve unuturuz. İstedim ki buraya not düşüyüm hep elimin altında olsun.

İnternetten bana ulaştı. Okuyunca sevdim. Kime ait olduğunu bilemiyorum ama paylaşıyorum.

• Suçluluk duygusundan uzaklaşın: Suçluluk hissetmenin kimseye bir faydası olmaz. Bir düşünün, suçluluk duygusu hangi problemleri çözebilir? Tek yapabileceği sizi üzüntüye hapsedip kendi kendinizi cezalandırmanıza neden olmak.
• Kötü düşüncelerin gitmesine izin verin: Karamsar düşünceler ve kötücül bir tutum sizi yaptığınız her şeye nüfuz eden bir karanlığa hapseder. Karamsarlık tehlikeli bir yoldur. Düşüncelerimiz dünyamızı etkiler.
• Kendinizi eleştirmekten vazgeçin: Çoğu zaman boynumuzdaki o ağrının nedeni yine kendimiziz. Kendimizi iyi niyetle eleştirmeye başlasak da zaman içinde sınırları aşarız. Özeleştiri, özgüvenimizi çürütmeye başlar. Bundan vazgeçin ve kendinize karşı kibar olmayı deneyin.
• Önyargıları bir kenara bırakın: Önyargılar size olumsuz ve kızgın bir bakış açısı verir. Yeni bağlantılar kurmanızı engeller.
• Takıntılarınızdan kurtulun: Hiçbir sebebi yokken, bir şeyi sadece yapmanız gerektiğini hissettiğiniz için mi yapıyorsunuz? Yaptıklarınız işe yaramaz olduğunu dürüstçe itiraf etme vakti geldi.
• Başkalarının onayına ihtiyaç duymayın: Sık sık başkalarının onayına ihtiyaç duymak aslında özgüvenimizi ve özgünlüğümüzü tehdit eden bir çeşit zaaf, ilgiye muhtaç olma belirtisi.
• Sizi sınırlayan düşüncelerin dışına çıkın: Sınırlarımızın çoğunu bizler, kendimiz koyarız. Hayat aslında keskin çizgiler çekmez. Sizi sınırladığını hissettiğiniz düşünceleri belirleyin ve onlardan olabildiğince çabuk kurtulun.
• Kin tutmayın: Kin ve hırs kalbinizi yorar. Ne kadar uzun süre kin tutarsanız o kadar uzun süre acı çekersiniz. Araştırmalar kalp hastalıkları ile kin ve öfke gibi duygular arasında pozitif bir ilişki olduğunu gösteriyor.
• Ertelemekten vazgeçin: Ertelemek bilinçaltınızın sizi engellemek ve önemli işlerinizi yapmanıza mani olmak için kullandığı bir taktiktir. Bunun farkında olun ve elinizdeki işin en azından ilk kısmını yapmak için çaba gösterin. Sonrası çorap söküğü gibi gelecektir, sonuçta zor olan kısmı işe başlamak.
• Endişelerinizi kontrol etmeye çalışın: Kaygılar gelecekle ilgili belirsizlikler sebebiyle ortaya çıkar. Hoş olmayan durumlara dair beklentiler, gerçek olmayan, yalnızca kafamızın içinde yarattığımız düşünceler. Kendinize şunu sorun: “Düşüncelerimin gerçekte temeli var mı?”
• Kalp kırıklıklarını aşmaya çalışın: Kalp kırıldığında iyileşmesi uzun zaman alır. Zihniniz aynı konularla meşgul oldukça kalbiniz kilit altında kalır. Kalbinizi kıranın aslında kaybettikleriniz değil, zihninizdeki kaybetme düşüncesi olduğunun farkına varın.
• Kötü anıları unutun: Bazen geçmişte kalmış kötü anıları hatırlayıp üzülürüz. Anılar geçmişten gelen kırgınlıkları bugüne taşır. Geçmişi geçmişte bırakın. 
• İşe yaramayan şeyleri hayatınızdan çıkarın: Her türden eşyayla aramızda bir bağ kurarız. Bazen de hayatımızı işe yaramaz birçok eşyayla doldururuz. Hepsinden kurtulun ve yaşam alanınızı daha basit bir yere çevirin.
• Çalıştığınız o kötü işten ayrılın: Etrafınızda saygısız ve karamsar insanlar varsa, oradan hemen uzaklaşın.
• Geçmişe takılıp kalmayın: Hepimizin sıklıkla yaptığı bir hata geçmiş tecrübelerimizin bizi yanıltmasına izin vermek. Geleceğin, geçmişe benzeyeceğini düşünmek önümüze çıkan fırsatları kaçırmamıza neden olur.
• Kendinizi mesleğiniz üzerinden tanımlamayın: Modern hayatın tehlikelerinden biri de kendimizi meslekler üzerinden tanımlamak. Mesleklerin rollere dönüşmesi bizleri bu rolün bir parçası gibi hissetmeye zorluyor. Gerçekte olduğumuz kişiden uzaklaşıyoruz.
• Size zarar veren alışkanlıklarınızı bırakın: Bunlar sürekli tekrarlanan ve insanları üretkenlikten uzaklaştıran, engelleyici alışkanlıklardır. Çok fazla televizyon izlemek, aşırı yemek yemek veya uyuşturucu bağımlılığı olarak örneklendirilebilir.
• Olayları kişiselleştirmeyin: İnsanların davranışlarını kişisel bir pencereden yorumladığımızda sık sık duygusal çöküşler yaşarız. Olayları kişisel almak incinmemize ve hayal kırıklığına uğramamıza neden olur. Hayata daha objektif bakmak önceliklerimize odaklanmamızı ve duygusal açıdan daha sağlıklı olmamızı sağlar.
• Saatle yaşamaktan vazgeçin. Zaman, strese neden olan en önemli unsurlardan biri. Aslında zaman değil de bizim zamanı algılama biçimimiz buna neden olur. Bazen dinlenme vakitlerimizde bile zaman kavramının kölesi oluruz. Bu durum gerçek özgürlüğümüzü ve boşluk hissimizi yok eder. Zamanın sürekli farkında olmadan anları yaşamayı öğrenmek, herkes için özgürleştirici ve verimli olabilir.

Anonim

According to Shep Hyken;

There are five steps of Customer Experience. The most interesting thing is this book shares what employee thinks for every steps.

Customer and employee sides are summarized by Shep Hyken in this book.

Today, I would like to talk about this book. Until today I have read several boks about customer experience but I have never read such a good book. This book has changed my mind. I have already read the first two chapters of this book. It looks like a standart book about customer experience management but it is more than a book.

According to Don Peppers;

First he starts with the importance of technology.

Because of technology, customers are more empowered than ever before, more knowledgeable and more connected. Customers have higher standarts today. They expect and demand more. Furthermore they have zero torelance for a substandart experience with any product and services.

So the importance of customer- oriented perspective, customer centricity and customer engagement are significantly growing for companies. If the companies want to be competitively succesfull, they have to think and act more quickly.

In order to keep up with customers’ increasing expextations, companies have to ensure that their experience would be better, easier, more convenient, more enjoyable, more useful and appropriate for the customer. Technology provide this.

To manage individual customer experiences, a company has to have the right techonological capabilities, data systems, analytics and interactive platforms. Actually, we know that it will never be possible to automate everything.The people within the organization need to have the right mind set. In order to maket the right decisions and to take the right actions companies should respect to customer interest and needs. Customer databases, analytical tools and interactivity make it possible to pay attention to customers.

Techonology allows a business to treat diffeent customers differently. If companies want their customers to stay with them long, they will need their trust. And trust is not technological at all. It is a deeply human quality. Only humans are customers.It is not enough just to have a new idea. Companies need to be able to produce new ideas continuously. Companies can’t generate profit with just one single innovaiton.

Product- centric companies focus on only one need of the customer at a time and they try to find many customers who want to fulfill this particular need; Customer-centric companies focus on one customer at a time to satisfy as many of their needs as possible Companies cannot improve their customer experience without considering all of these. Indeed companies are not born with a customer-centricity culture. But they have to improve their technical capabilities in order to deliver a one to one customer experience. By doing this they increase their long term profits.

Companies  need the customer’s trust. People trust other people. They trust their family, their friends, their colleagues. If a business wants their customers’ trust they have to figure out how to use technology to deliver humanity. Delivering humanity to customers is an essential element in order to provide a higher-quality customer experience.

Whether companies remember them or not customers remember you. They remember how you treat them.

The book says that; The customer experience itself is where tchnology meets humanity.

The second chapter tell us what customers wants.

Basicly they want to solve their problems. Customers want to solve some problems or meet some need. They think a company has a product or service that will help them do that- whether it’s feeding the family, fixing their car or communicating with a friend.

An ideal customer experience should be designed to be as easy and painless as possible. The ideal experience would be no extra effort on the customer’s part. It saves customer effort.

Studies show that customer loyalty is not correlated with customer satisfaction scores. To put it simply; customers don’t stay because they’re satisfied. But they often leave because they are not.

Dissatisfactiıon occurs because of unresolved problems or service issues. In order to gain a competitive advantage and eliminate service issues.

This book shares some ideas to start thinking;

1. Simplify pricing
2. Reduce the complexity of terms and conditions
3. Allow customers to post product reviews on company web site
4. Improve customer data system
5. Design a smartphone app
6. Train and empower service employees