The value of delivering exceptional customer experience has only escalated thanks to customer reliance on digital touchpoints. Hence, brands must develop an effective process of their customer experience audit that can enable them to understand the customer pain points and constantly improve the customer experience.
Most often, enterprises heavily rely on opinions and guesswork for identifying the various customer pain points. Though brands are taking steps such as feedback and surveys, it is still not adequate and sometimes can be misleading or outdated for the present market needs. Hence, they must gather data from various sources for determining the impact of their current CX. Additionally, they should use this collected data for formalizing a customer experience audit.
By conducting regular audits, brands can not only improve their customer experience delivery but also enhance their CX rating. This will enable brands to determine all the elements of their customer experience in a holistic and impartial way.
Steps for an effective customer experience audit process are:
Documenting the customer lifecycle
Before beginning the process of customer experience auditing, brands should carefully consider the various stages of their business’ customer lifecycle. While common sets of buyer’s journeys are in place, such as pre and post-sale, each brand will experience different stages based on their product or service, geography and competition.
Also Read: Role of Lifecycle Marketing in Boosting Sale
Identifying customer touchpoints across the lifecycle
The pandemic has forced brands to increase their digital presence, and this has increased their touchpoints with customers. Also, as customers move down the line from the initial brand awareness stage to become a brand’s advocate, these touch points can influence how the customer moves from one lifecycle stage to the next one. Hence, brands should carefully identify all the touch points with their customers that will help them to get actionable insights.
Carefully consider the influence of each touch point
Each touch point in the customer’s journey plays an important role; it decides whether a customer will move forward in the next stage of the customer lifecycle or will drop out of it. Each touch point experience determines whether a customer sees the value of doing business with the brand and the worthiness of maintaining the relationship.
Cross-referencing customer satisfaction ratings with customer value ones
Brands often think the excellent engagement customers have with their sales team will lead to conversion. Even though a customer may be happy with the product support, it is not necessary that they will end up buying the product or service – brands need to take steps to understand whether the customer will still be interested in their product or service if it becomes available at a lower price on another platform.
Having a proper audit structure enables brands to cross-reference the customer satisfaction at each touchpoint and its influence on customers’ decision to invest in the product or become a truly loyal customer who will advocate for the business beyond merely buying it.
Throughout the audit process, brands should make it a priority to continuously identify areas of improvement. The insights obtained from conducting customer experience audits can help them improve processes within departments that are struggling with the same issues. By framing the audits around improvements and enhancements around customer experience across the customer lifecycle, brands will be able to significantly increase their sales and customer retention.
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