Many companies would report they run an effective customer service function, yet how many can provide tangible evidence that they manage the customer or client experience through a systematic and proactive approach?
Typically the responsibility for customer service is split amongst various in-house teams and there is no overarching coordinated system to manage it. This by no means de-values the work of the managers of those teams who individually are providing brilliant results, but it is fundamental that a coordinated approach is very much needed for the strategic management of customers and their experience.
A rigorous approach provides a clear methodology and measurable KPI structure which systematically tracks, measures and manages the customer experience. This positions the company to be aware of arising issues and to implement processes to prevent those issues from spiralling out of control.
Reflecting on our own company experience, we decided to set up an individual department with the sole purpose of managing the customer experience to generate better business. This customer successteam was tasked with delivering continuous CX improvement. Since we are a CRM solutions provider, we needed to gain greater insight on how our customers' use of CRM was contributing and adding to their business, and how CRM was contributing to their overall growth strategy.
The theory behind the team’s creation was "the more successful our customers are, the more successful we are." The team provides a support network to the customer by helping them move, stage by stage, towards CRM 'mastery.' There are simple measures in place to demonstrate progress, namely: availability of improved customer intelligence, issue resolution success rates and timings, customer loyalty rates, and growth in the customer’s revenues.
The team works with customers in order to track CRM usage, satisfaction, maturity and the business value which they are gaining from the solution. This usually takes place in the form of an annual review.