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Establishing a multi-channel Customer Experience Improvement Plan: 5 key steps

As you know, offering a quality customer experience at every stage of the customer journey, regardless of the channel, is essential today. (If you still need convincing, read our article: Quality of the Customer Experience: 3 reasons why the CODIR must take up the subject, or download our free White Paper Mastering the Customer Experience in the multi-channel era, your challenge today).

But where to start? What actions should you take and what goals should you set? Discover here (in macro view) the five key steps that will allow you to design and deploy an effective action plan to improve the multi-channel customer journey.

 

1. Define the perimeter

To begin with, no improvement plan can be drawn up without first taking stock of the situation!
To improve the quality of the experience delivered to your customers, you must first measure the current level of quality and define the expected target level.

 

The first task is to define the scope of the project, i.e. :

    • target customer segments,
    • the stages of the multi-channel customer journey that you wish to qualify as a priority,
    • the channels involved.

 

2. Formalise the course

Once all this information has been gathered, formalise the different customer paths (one for each segment) with all their stages and contact points. You must identify the key stages and be able to visualise each of them immediately and clearly:

    • the customer's actions, and the channel used for each of them
    • the different levels of needs (explicit and implicit) of customers
    • the choices the customer faces and their criteria for choice

To find out everything you need to know about defining your customer journey, (re)read our article : Defining and optimising your customer journey.

 

3. Define the repository Experience Optimal

For each stage of the customer journey, the possible actions for the customer and the level of response provided
by the brand must then be detailed in great detail and evaluated according to a scoring system.

You will then constitute :

    • your Optimal Experience Framework which describes all the actions that can be taken to best meet the needs of customers,
    • an observation guide that will enable the quality of the Customer Experience to be observed and noted

 

4. Measure the quality of the Experience delivered

La mesure de la qualité de l’expérience vécue par les clients peut se faire selon différentes méthodes d’observation, d’analyse et de notation. Pour plus de précisions sur ce thème, nous vous renvoyons à l’article : Savez-vous mesurer l’Expérience Client délivrée par votre marque?

 

Depending on the context, the means available, the customer segments studied and the channels analysed, all or some of these different methods will be favoured: field observation of the customer journey carried out by the shop teams, mystery visits, analysis of visit statistics and website navigation, analysis of verbatims and customer opinions on the net (social networks, forums, etc.) or eyetracking, etc.

In any case, the different studies carried out will finally be consolidated and analysed to extract the average scores attributed to each stage of the journey.

 

A model of the brand's typical customer journey can then be made, and it can be determined for each stage whether the customer's experience corresponds to :

    • A disappointing moment
    • A neutral moment
    • A moment of enchantment

 

The key moments identified during the definition of the customer journey will be studied with particular attention.
The average scores thus established make it possible to identify the gap that exists between the typical customer experience offered by the brand and the target customer experience it has set itself.

 

5. Prioritise key moments!

The gaps identified finally make it possible to target the priority points for improvement. For each of them, recommendations must be made and an action plan drawn up.
The teams, mobilised from the phase of defining the customer journey, then during the observation phase, can and must also be called upon to construct the action plans in "workshop" mode.

 

The deployment and implementation of the action plan at the different stages of the customer journey, for each segment
and on each channel, requires the full involvement of the different teams at each stage of the project. Prior awareness of the importance of the issues at stake and the positive impact of these actions is therefore of crucial importance.


Discover all the levers for improving sales performance: How to activate the levers of sales performance

And to go further, download our White Paper on Customer Experience:

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