Customer Experience Journey

It is the various stages of experiences the customer undergoes while making the purchase decision and using the product / service, including redressal of complaints and handling their feedback. More than often, it is not the intent, but incomplete / deficient design of processes coupled with lack of diligence, awareness, competency and attitude give room for defects and complaints.

Organisations that regularly lose customers face an uphill struggle to repair their damaged reputations. In most industry sectors that it costs at least 4 times as much to recruit a new customer as to maintain an existing one. Successful organisations focus on building these experience journeys pleasant and memorable so that repeat & referral counts increase, fuelling business growth.

Guiding Principles

• Openness: Well publicised, visible, accessible and understood by the concerned
• Impartiality: Avoiding any bias in dealing with the complainant. Emphasise on solving the problem not on assigning blame. Complaint on personnel should be carried out objectively & independently.
• Confidentiality: Process should protect complainant's identity, as far as possible to avoid inconvenience or discrimination
• Accessibility: Allow complainant to access the complaints handling process. Information on the progress to be made available in clear language. (Joint) Action plans, where necessary to be evolved and made available to all concerned (supply chain)
• Equitability: Give equal treatment to all customers, be customer focused.
• Sensitivity: Consider each case on the basis of merits, paying due care to individual differences and needs.
• Responsiveness: Clear defined roles & timelines of responding, reviewing & resolving the issues gains customers' confidence and is the essence of this programme.
• Accountability: Establish a framework with clear accountabilities within the organisation with regard to delivery and complaints resolution, including the accountability for and reporting on the actions and decisions of the organisation with respect to complaints-handling, escalation timelines and financial implications for any non-fulfilment by the organisation.
• Charges: Access to the complaints-handling process should be free of charge to the complainant. Any subscription or management fees or charges for resolution must be well defined and communicated to the customers. Additional charges arising out of handling any complaint must have customer’s consent, notwithstanding the responsibility to resolve the complaint within its defined lifecycle.
• Commitment: The top management shall endorse their commitment to customer care in unambiguous terms and ensure the required infrastructure and competence are available to establish, operate and manage customer relationships with the aim of enhancing their loyalty.
• Consistency: These processes to deal with customers at appraisal stage to complaint resolution should follow a predetermined workflow and where deviations are sought, the impact of resultant actions on other existing customers be evaluated and standardised.
• Continual improvement: The continual improvement of the complaints-handling process should be a permanent objective of the organisation.
• Credibility: Make the customer care & complaints handling process robust to become reliable through periodic evaluation and feedback mechanism.
• Escalation: Make aware the customers about their right for a fair appraisal and escalation within the organisation. Establish service levels of deliverables and their escalation route until resolution or a refund with or without cost for inconvenience.
• Visibility: Information about how and where to complain should be well publicised to customers, personnel, and other interested parties. All customers should be able to know and follow the route to resolution of their queries, concerns, complaints & feedback. These arrangements shall be made visible to customer visiting the organisation or through contracts or websites or designated network.

Key deliverables

Our Customer Loyalty Improvement Programme [CLIP] focuses on both reactive & proactive strategies right from customer complaints to loyalty enhancement through customer engagement in various stages of product / service design & offering. Turnkey CLIP Training & Consulting Project would cover a minimum of:

• Mapping Customer Touch-points and Process Interactions
• Customer Experience Journey mapping
• Identifying the gaps in the system
• Build the Customer centric Process Model and integrate with legacy software & documentation
• Skill based trainings like:
  • Awareness on Customer Care Approach and guiding principles
  • Defining Customer Centric Processes & Systems
  • Assessment of Customer Experience Journey Improvement
  • Building dynamic customer feedback & perception capture mechanism
• Assessment to evaluate the effectiveness & maturity of CLIP

Transformation Journey

We design the CLIP uniquely for every individual client based on their systems, capabilities, work culture and customer profile, as no two organisations are the same. We train, mentor, coach and guide your internal resource to become Champions of Customer Experience and lead the implementation & sustenance. The organisations later become sensitive to customers’ perception and reactions and nimble in responding to enhance their experience & loyalty.

Benefits

• Builds customer confidence & affinity
• Encourages customer feedback
• Evaluates feedback processes through audit and management review
• Customer support – proactively assisting dissatisfied customers to address their concerns
• Empowers employees at all levels to resolve complaints
• Investigate and improvise from customer feedback
• Reduction in cost of appraisal & resolution
• Improved efficiency
• Better relationship with customers
• Transparent & auditable system
• Satisfies customers every time
• Enhances brand value perception & credibility
• Enhances customers loyalty and reduces attrition or migration