Those working as customer experience professionals are fighting to get attention from busy executives. How do we get executives to understand and care about the customer experience?
In last week's article, Creative Ideas to Gain Executive Empathy for Customer Experience, we said that executives need to feel and truly understand who their customers are and what it is to be a customer of their company. Here are two more of those creative ideas to bring customers to the forefront.
Create a Customer Experience Room
A number of companies have taken it upon themselves to create Customer Experience rooms – a place where executives, managers and employees can see the customer experience. Artifacts of the experience along with customer personas, customer feedback, VOC insights and scores are presented in a single space. One great example of this is the Blue Cross Blue Shield of Michigan mobile Customer Experience room. And while this was a solution built by VP of marketing and customer experience, Kathryn Levine, to try to bring greater customer understanding to employees, this approach works for remote executives as well.
Mentor Low Performing Locations or Groups
If you feel you have empathy and understanding but don’t have enough attention or support, this final idea can be particularly effective. Once you have sufficient voice of the customer data you know which groups or locations across your business are struggling with the customer experience – they are the branches, stores, regions or countries where NPS scores are lowest, customer turnover is highest. Assign 2 to 3 of these low performing locations to each member of the executive team and have them commit to mentoring these teams to help them realize true improvements. This introduces a little bit of friendly competition between the executives and as a result gets them focused on driving results – which requires them to understand the issues and drive solutions.
–Kate Feather
Topic: Customer Experience
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