10 Pillars of Customer Experience (CX)


The 10 Pillars of Customer Experience Your Customers Care About Most

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Part 1:  (*10*)The Two CXs You Have to Deal With — Customer Experience vs Customer Expectations

Part 2:  The Audience Experience is More Important than Customer Experience

Part 3:  Why Brands Believe Their CX is Better Than It Really Is

Part 4: Great Customer Experience Starts with Great Employee Experience

If Customer Experience is Everywhere, Where Do You Begin?

First, let’s acknowledge it truly is in every single place. Every potential level of interplay along with your model and every potential buyer is a CX alternative, or shortcoming. That’s so much to handle and it completely spans a number of departments in each group. 

As a place to begin, we’ve recognized these 10 Pillars of Customer Experience and on this quick self-assessment beneath, you possibly can shortly see the place you’re sturdy and the place you will have alternatives for enchancment.

Pro Tip: Share this along with your colleagues and learn the way they see issues.

As we’ve coated beforehand in our “(*10*)The Two CXs You Have to Deal With” article (a should learn!), we restricted our checklist to those 10 important pillars of buyer expertise. These aren’t in a rank order that applies to all organizations, in order you delve into every, start to suppose how every pillar compares to the others in your group’s particular circumstance. 

10 factors of customer expectations

At the tip of this text, we provide the particular subsequent steps to find out the exact rank order that’s proper on your group, regardless of what your colleagues may suppose. 

They are (and once more, not in rank order):

  1. Advertising to shoppers
  2. Content they eat
  3. Digital experiences during which they work together or observe
  4. Non-digital expertise during which they work together or observe
  5. Communication from the corporate
  6. Company representatives with whom they convey
  7. The services and products they buy
  8. The customer support they obtain
  9. Friction, or lack thereof, all through the client journey
  10. Brand status and expectations

Let’s see the way you fee in every of these 10 pillars with a fast self-assessment.

Your 10 Pillars Quick Self-Assessment

For the next buyer expertise pillars, rank your self from Poor (1) to Excellent (5).

1.  Advertising to Consumers

We’ll begin with promoting for 2 foremost causes; most corporations promote in some type or different (with uncommon exceptions) and for many who do, it’s one of essentially the most seen and monitored units of metrics. Advertising expense is a direct price and failing to have your CX buttoned up inside the sphere of the promoting—the promise made vs. actuality—is a waste of cash plus a suboptimal CX. That’s a double hit. How properly do your promoting messages and guarantees align with the shoppers’ journey and experiences?

[Score 1-5 points]

2.  Content they Consume

When a client engages along with your content material, there may be already some stage of expectation. Your content material is positioned to supply one thing of worth, proper? Will this content material inform or assist make a purchase order determination? Does it reply a vital query alongside the consideration journey? Will it entertain? Across your content material library, how successfully does your content material assist a superior buyer expertise?

[Score 1-5 points]

3.  Digital experiences during which they work together or observe

We differentiate digital experiences from non-digital (#4 beneath) for the straightforward purpose they’re so vastly completely different. Although just like content material consumed (above), digital experiences lengthen past simply consumption; it contains engagement and interplay. Do on-line types, quizzes, calculators, video games, chatbots, digital assistants carry out as shoppers count on they may? Do audio, video or digital actuality enhance the buyer expertise in a significant method? Are the precise sort of digital experiences being supplied in addition to assembly and surpassing your shoppers expectations?

[Score 1-5 points]

4.  Non-digital expertise during which they work together or observe

To the extent your group depends on some stage of human interplay, does it meet the wants of the client? In individual interactions (e.g., retail, occasions, cellphone conversations, packaging, samples and orders obtained, and many others.) are amongst the very best alternatives to ship an amazing — or disappointing buyer expertise. Recent analysis from Experience Dynamic and the Center for Generational Kinetics confirms greater than another expertise examined, Americans are essentially the most happy with the client expertise they obtained when buying one thing in-person over the previous 12 months.

How are your in-person buyer experiences measuring up?

[Score 1-5 points]

5.  Communication from the corporate

Consumers don’t have so much of persistence for his or her time being wasted so it’s crucial that your organization’s communications—model constructing, operational, and transactional—are considerate and obtain a selected goal of significance to the recipient. Are your communications related? How are you aware? Are they well timed? Delivered on the proper frequency? What are the communication intervals the buyer is anticipating?

The stakes have been raised by 1000’s of different manufacturers throughout all industries which suggests clients’ expectations are larger than ever. How properly does your organization ship on outbound communications? How well timed does your organization reply to your buyer’s inquiries and complaints? If you’re not constantly delivering same-day replies, you will have work to do.

[Score 1-5 points]

66% of folks say pace is as essential as worth. Click To Tweet

6.  Company representatives with whom they convey

We really feel for you you probably have a name middle. There are books on that matter however for our functions, suppose broader than simply the assistance desk. Consider how govt administration conveys the corporate’s beliefs and values. Are your salespeople really serving their clients’ wants or too targeted on their very own agenda? What about folks out within the discipline making service calls or interacting at commerce reveals and conferences? All of these are factors of contact that must also be priorities in enhancing the client expertise.

[Score 1-5 points]

7.  The services and products they buy

Apple maybe units the bar in buyer delight with their product design, together with their super-slick packaging. And whereas no services or products is immune from shortcomings or an occasional high quality management problem, the underside line is your product/service has to fulfill or exceed every buyer’s expectation. What does your organization do to go the additional mile, and add one thing sudden to supply a differentiated buyer expertise that’s higher than anticipated?

[Score 1-5 points]

8.  The customer support they obtain

You most likely already report requires coaching functions, monitor buyer decision instances, and general satisfaction ranges. Those are desk stakes. Today’s top-tier customer support groups are empowered to shortly resolve points starting from reversing prices, changing merchandise misplaced in transit, exchanges, and refunds.

Data tells us what could start as a poor buyer expertise could be reversed by nice customer support afterward, leading to a fair larger stage of model loyalty. Customer service shouldn’t be a price middle; it’s a buyer retention course of that leverages the investments made in each half of the client journey. How do you rank your buyer’s customer support experiences?

[Score 1-5 points]

9.  Friction, or lack thereof, all through the client journey

Every potential touchpoint in each buyer’s journey have to be as friction-free as doable. How a lot friction nonetheless exists in your clients’ experiences? You should discover these and cut back them, with the purpose of zero friction at every level of interplay. How lengthy ought to a buyer wait on maintain? The finest reply is zero seconds. How many clicks in your web site are wanted to search out, examine, buy and check-out? Today’s e-commerce expectations are formed by the best-online retailers regardless of what business you might be in. People now count on seamless on-line and offline experiences. You should commonly conduct your individual friction evaluation throughout every channel during which your clients interact along with your firm with the purpose of figuring out the areas in most want of enchancment.

[Score 1-5 points]

10.  Brand status and expectations

Answer this: What does your model stand for? Does it convey? Now survey your administration groups and employees. What do they let you know? Now, ask your clients. Any disconnects there?

Often, there’s a hole between the model promise and the fact the client experiences. In all factors of communication, your workforce should set the expectations, realistically, and be capable to meet or exceed these expectations. To do that, you need to have a continuing data suggestions loop—not simply an annual survey—however an ongoing streamlined course of for monitoring model status and the way properly your group is assembly ever-changing buyer expectations. Start with a complete social listening program tied into customer support for lively response and response.

[Score 1-5 points]

80% of organizations believed they delivered a “superior expertise” to their clients; nonetheless, solely 8% of clients felt the identical method. Click To Tweet

Add Up Your Score for the Customer Experience Pillars

Total your rating (Score as much as 5 factors for every pillar).

50 factors complete is feasible solely for many who imagine they’re really delivering a wonderful buyer expertise in all 10 of the CX pillars.

*drum roll*

Your Total: [Score Sum]

Pro Tip: No one scores 50. Just ask your clients.

Looking past these 10 pillars of buyer expertise, we’ve additionally supplied insights into the highest ten Top 10 Obstacles to CX Program Success that will help you alongside the way in which.

What Next?

Do this:

  1. Rank your CX pillars. List every of these 10 important pillars and rank them so as of how you suppose your clients worth every, most essential to lesser essential. Ask your colleagues concerned in CS and CX for his or her rankings too. We’ll wager you a taco you received’t all agree, and that’s okay. (We love profitable tacos!)
  2. Survey your clients. Next, you should validate your assumptions. Rapid deploy a lean, targeted survey to latest clients (you’ll want a number of hundred responses to be statically legitimate) and examine their buyer expertise priorities to yours.

Spoiler alert: If your survey was written, executed, and analyzed correctly, the shoppers’ priorities trump yours.

  1. Prioritize our group’s CX pillars. Take the highest 2-4 most essential from the shoppers’ response checklist and assess how properly your group performs in these particular areas. This could require cross-department cooperation relying on how your group is structured, so that you’ll must formulate a plan to get the required stakeholders on board. You’ll want their participation to impact any significant change administration.

Pro Tip: One ultimate, extraordinarily essential perception we’ll share. Based on the most recent analysis examine and knowledge collected from Convince and Convert, Experience Dynamic and The Center for Generational Kinetics (GSK), your viewers’s priorities will seemingly range enormously by age. In a nutshell, the CX expectations of Gen X shoppers are NOT the identical as for Boomer or different generational audiences. The savvy CX govt should know this, adapt plans and processes, and deploy sources accordingly. This shouldn’t be a one-solution fixes all issues situation.

If you will have ideas, questions, or concepts to share, drop us a word. And if you wish to take me up on that taco wager, undoubtedly drop me a word!


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