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Example: Stepping into Your Customer's Shoes
Customers need a voice
Most of the techniques discussed within the assessment and metrics category can be used to understand the experience of both internal and external customers to ensure that they have a voice in the business decisions that affect them.
Approaches:
- Customer satisfaction surveys. These are the most common and the most misused. To be effective they need to be short and to the point, and the customer must be convinced someone is going to act on the data.
- Focus groups. These do not need to be formal and expensive--all it takes is to get some customers together in a room, or even on a conference call. The most effective events are those in which the facilitator is hardly noticed, even while the animated conversation is kept on point.
- Semi-structured interviews. These interviews have a focus, but their main purpose is to uncover issues no one else would think to ask about. There is now way to get a more immediate understanding of the customer experience than to observe and discuss that experience as it happens.
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