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Watch our Video on Digital Transformation & The Customer Experience or Read below for the full Transcript of the interview on the Customer Journey:
Chris:
What does customer experience mean to you?
Kirsty:
To me, excellent customer experience means ensuring that your customers have a seamless series of interactions across all of the different touch points of the journey with your company be they online, offline, mobile or social.
Chris:
Why should people care about their customer experience?
Kirsty:
Well, we know that customer experience is a clear competitive advantage. Companies that deliver an excellent customer experience garner more revenue and more lifetime value from their customers, and often cases are able to reduce cost as well. We know from Forrester, from a Forrester report, that 86 percent of companies aspire to be customer experience leaders, yet when Forrester actually went out and interviewed customers, only one percent of customers said their companies and delivering on excellent customer experience. So clearly there’s a lot of work to do. Yet, the companies that are delivering on amazing experience, are clearly outperforming their competitors. Take a look at companies like Amazon, Apple and Disney, for example.
Chris:
Why do you think it is? How do you go about improving your experience and what are these companies doing to ensure that?
Kirsty:
Sure, I mentioned Amazon as an example of somebody who’s clearly outperforming competitors by delivering excellent customer experience. Amazon has a series of team leadership principles, and one entire leadership principle is called customer obsession, and the customer obsession leadership principle states that : leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust and while they pay attention to competitors, they obsess over customers. And, I think this really epitomizes why customer obsession is so important. So, when you think about customer obsession and starting with customers, the best place to start is really with customer personas. It’s imperative to truly understand who your customers are and why they buy from you. In order to do this, you really need to start with your data. Look into your data and understand the demographic and geographic attributes of where your customers are and who they are. You can also work with your customer facing teams across customer success, sales and support to garner good information from your frontline teams about how your customers think and feel about your product. You should also dig into your own data to understand where the friction points are along the experience. And, it’s very important to actually talk to customers and interview them about why they buy your product, what the need is that it solves.
Chris:
How do you go about talking to your customers? What are the practices you use to perform persona development at Hootsuite?
Kirsty:
So we actually undertake customer interviews directly with our customers. We create a series of questions which are designed to help understand what are the trigger points that move a customer from one part of their journey to the next, how our customers are thinking and feeling about their interaction and experience with HootSuite along the way, and what are the pain points and friction points where they have trouble or need more information about the experience.
Chris:
I want to thank you for joining us today and sharing her best practices to improve customer experience and showing the impact that customer experience can have across your organization.

 

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Chris Lazzarini

Director of Operations

Chris Lazzarini
Chris Lazzarini

Chris Lazzarini

Director of Operations

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