That’s one big mouthful of meta, isn’t it? But seriously, how can you know whether the customer experience management program you’ve put in place at your business is actually doing its job? Here are five ideas to monitor whether it’s working correctly:
Watch your employees.
You, the person who set this whole customer experience management program in motion, know the policies and procedures set forth for your employees better than anyone else. Watch your customer service employees on the floor interacting with customers. Look at how your merchandise is organized. Check whether your promotions signage and physical messaging lines up with what you hear from your employees.
Look at training.
Craft a training program based on customer experience management. Then test it in a real-world setting and see how it translates to actual customer experiences. Then modify your training. Rinse and repeat. Finding things that don’t work or adjusting your training isn’t a sign of failure; it’s a sign of flexibility to the changing demands of your customers. It shows you’re nimble.
Listen to your customers.
Monitor your brand! What you see at your place of business, on your turf, may be entirely different from what customers say once they leave your four walls. Look for Yelp reviews, tweets, Facebook and blog posts — good or bad! And listen for what your customers are saying about your competition, too. (Again, good or bad.) Leverage all that feedback.
Talk to your customers.
Sometimes listening isn’t enough to get real results, and trust me when I say that asking your customers up front how well you’re doing living up to their expectations can go a LONG way. Have your employees ask how their shopping experience was when they get to the register to pay. Solicit feedback through mobile and online surveys. Get their honest opinion in any way you can.
Shop the competition.
I’m not suggesting some cloak-and-dagger operation here. Your employees should be mystery shopping your own stores and the competition’s to see, from a customer’s perspective, how things really are. And start with yourself: Instead of laying down mandates based on what you think is happening, get out there and see it for yourself! And making these mini–mystery shops a periodic requirement. Your business will benefit in the end.