Strategy and Operational Practice Reviews
When considering customer experience, we typically start our work with our clients by reviewing their marketing and or customer services strategy. This enables us to get a feel for your target audience and how your organisation wants to engage with your prospects and customers, both active and lapsed. We will want to get to know your customer base and target audience. The benefit for your organisation is that an experienced marketer will look at the strategy from the ‘outside in’ and challenge with objectivity whether it’s clear and effective in delivering on your mission and objectives by reaching the intended customer groups. We’ll also consider whether the marketing and customer services strategies are correctly aligned.
We then look at what’s really happening to determine if the operational practices are reflecting and delivering upon the strategic intent. We’ll listen to your key staff to understand how they’re involved and influence the delivery of the planned experience and how successful they think the results are and where they believe improvements can be made.
Next, we bring our experience and ability to look through an external lens to identify potential challenges your customers or prospects are facing including those in vulnerable circumstances. We understand the buying power of customers and their motivations to engage or disconnect. Research shows that every year UK businesses lose £15.3 billion in revenue when customers defect and abandon purchases as a direct result of poor customer service. Disabled customers are often poorly catered for as their needs are not fully understood or considered. This results in 75% of disabled people having to leave a store or website, unable to complete a purchase because of a lack of accessibility or poor customer service. With the so-called ‘Purple Pound’ worth an estimated £274 billion each year in the UK alone, many organisations cannot afford to ignore these customers, nor should they. Where disabled customers are able to make purchases, 82% of customers with accessibility needs report they would spend more if the websites were accessible. Instead, they’re left feeling that shopping with organisations is too challenging.
This is where your Voice of the Customer (Voc) programme will show its merit. Your customers will be sharing feedback through all sorts of channels all of the time. Customer feedback can be accessed through the customer decision journey and across a multitude of contact channels – not just your review platform. We’ll work with you to identify all customer contact touchpoints and to be able to access the feedback data within so that your strategy and operational plans are tackling the challenges your customers are facing when engaging with you, which will enable the organisation to tap into the full growth opportunities. If you don’t have a VoC programme in place, don’t worry, we can work with you to design and implement a programme.
We will then report back to you with insight, recommendations and practical solutions to improve your results.