Where to start
When it comes to customer experience, most organisations find themselves taking a transactional approach, pursuing a single score - maybe NPS, satisfaction or customer effort - and reacting to issues as they arise.
This looks customer-led, but it is not a path to customer-led success. Some common practices include:
- Prioritising by what customers are complaining about or what senior leaders care about, rather than the experiences that have genuine value to customers and the business
- Reactively fixing individual pain points to stop customers being dissatisfied, rather than proactively designing great experiences to make customers happy
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