Shep Hyken dedicated a complete book on the topic of customer experience. His book, The Convenience Revolution highlighted the steps a company needs to take to enhance it. Reducing friction is the foundation on which other concepts of enhancing customer experience stands.
The buyer interacts with the company at various steps in the journey from awareness to purchase and beyond. The interactions she has with the organization can have a long-term impact on the relationship between the two entities. In management parlance, they are known as touch-points. The organization needs to strive to remove friction at these points. For example, Amazon's one-click ordering makes the life of a customer easy. In turn, they oblige by frequently buying stuff from them.
But reducing friction is not only limited to making it easy for the customer to buy. After-sales service is equally critical. Amazon makes it easy for the customer to return goods with its no-questions-asked policy. Through its thoughtful design and excellent documentation, Ikea makes it easy for its customers to assemble the furniture all by themselves.
Metrics:
Identify customer touch-points.
Analyze the process of how the customer interacts with your company. Make it as easy as possible by reducing the number of steps, using prefilled forms, personalizing interactions, etc.
Make necessary changes in the process and keep a constant watch on the results.
Subodh
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