Discover Your CX Potential
Is your CX program getting the right insights out of your journey mapping, CX metrics and their drivers?
1. Journey mapping. Let’s start with an easy one. See below this example of a journey that has been mapped. What would you improve based on this example?
Duh, improve the red smiley!
Positive reinforcement! So enhance the yellow smileys even more.
Euh… I don’t think I have enough info to decide…?
2. Journey mapping. Many organisations map these emotional journeys with employees and/or customers. What is the added value of these emotional journey maps?
To know which improvements will have the biggest effect on the experience.
To increase awareness what it means to think from the outside in.
To give the organisation laserfocus on where to improve.
These emotional journey maps add no value whatsoever.
3. Journey mapping. Let’s say your organisation wants to understand 2 journeys of your customers: (1) their journey from ordering to receiving a product and (2) their journey of finding the order status in their MyAccount environment. How would you address this request?
For the first one we run workshops with our employees, for the second we use online behavior data.
We use our standardized journey mapping technique for both journeys.
For the first one we analyze the different touchpoints, for the second we analyze this single touchpoint.
Can it be all of the above...?
4. Metrics. If you would measure the Net Promotor Score, for which type of experience is this the best metric? See the 5 types of experience below.
5. Metrics. If you would measure the Customer Effort Score, for which type of experience is this the best metric? See the 5 types of experience below.
6. Metrics. Which of the following statements is true?
Satisfaction is no longer enough, you need recommendation to create loyalty.
Satisfaction from an 8 or more, is a driver of recommendation and loyalty.
7. Metrics. Many organisations use what’s called direct feedback: they contact individual customers based on their scores. For example, they call all the detractors who give a 0-6 NPS score. What’s the percentage of customers that will have a better experience because of your direct feedback approach?
5% (only the customers that were called will benefit from it)
100% (all customers, because we learn from the feedback from the ones we call)
8. Drivers. There is a trend towards asking just 1 question and then using AI to analyze and find the drivers in the open text. What are the main risks of using this technique?
I get an analysis of rational needs and not the latent needs of my customers.
I do not know whether we have found all the drivers that matter to my customers.
I do not know if driver number 1 has X times more impact then driver number 5.
Can’t be all of the above can it?!
9. Drivers. A lot of CX programs take too long and they have a lot of trouble to integrate CX in the DNA of the company. Why is this such a challenge in most CX programs?
Because the driver analyses that are currently being used lack laserfocus for operations.
Because they are not able to create an internal pull strategy with steerable information.
Because they are not teaching all the employees how to use the drivers in their daily work.
Because they don’t see an increase within 3 months when they improve the drivers.
Can’t be all of the above can it?!
10. Drivers. A journey does not consist of only transactions, the customer also experiences emotions during the journey. What do you think has the biggest impact on your customers’ journey?
The transactional experience (i.e. salary payment)
Don’t know, this depends per journey
The emotional experience (i.e. personal attention)
Which country are you located?
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