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How to Optimize the Customer Experience

Improving the customer experience is done along the axes of people, process, and platform. In that order. You determine where the priorities lie with a brief QuickScan that maps out the entire customer journey of your company.

Stay relevant? Get the customer experience in order.

"We already have a CRM system, so our customer experience is well managed." We hear that often, and unfortunately, it's not entirely true. A CRM system can be worth its weight in gold. But the system itself does nothing, except provide support.

The question is how to transform people's mindset and organize processes so that everything truly revolves around the customer. This is an absolute necessity in a world full of critical customers where one negative online review can make or break you.

5 Reasons

5 Reasons to Prioritize Customer Experience

Great experiences do not happen by chance, but through care and attention.

Build relationships that last longer

What is it?

What is Customer Experience?

Wat is Customer Experience?
De echte definitie van Customer Experience
Klantverwachtingen gestuurd door B2C-ervaringen
Wat zijn de 3 niveaus van Customer Experience?
Wat is de waarde van O- en X-data

How to Optimize Customer Experience.

Think back to the last time you called a customer service and were given the runaround. No department could assist you further. That is exactly the experience you want to prevent for your own customers. This brings us to the 'how' of Customer Experience.

People, process, platform

A CRM system is a powerful platform. But if you don’t combine the O-data in that system with connected processes and buy-in from your colleagues, its value remains limited. That’s why we approach optimal Customer Experience across three axes: People, Process, and Platform, in that order.

Customer Experience in the DNA

You need people to make Customer Experience a reality. That’s why customer-centricity should be embedded in your company’s DNA, from sales and delivery staff to technicians, management, and even cleaning staff. Only when everyone is genuinely committed to helping customers and meeting expectations will your CE strategy succeed. Change management is therefore a key component of the approach.

Align all processes across the customer journey

Map out the entire customer journey first, and then design your processes around it. They need to align seamlessly to avoid the “being passed from pillar to post” experience. When working with clients who have Customer Experience ambitions, we always start with a Customer Journey QuickScan. It provides insight into the journey itself as well as the key process bottlenecks to tackle first.

SAP CX as a platform

SAP CX enables Customer Experience through modules such as Sales Cloud, Marketing Cloud, and Service Cloud. It empowers your people to deliver excellent service while seamlessly integrating all processes.
The benefits

Business benefits of Customer Experience

01
You stay relevant

Ten years ago, customers mainly chose based on price. Then quality became the differentiator. Today, it’s all about the customer experience. If you don’t get that right, customers will walk away, your reputation will suffer, and within a few years, your business may struggle to stay relevant.

02
Lower sales costs

Ever noticed how hard it is to secure a sales meeting? Companies are selective about who they let in. But your technicians are there every day—they know exactly what’s going on. That’s a win-win: delivering great service while spotting sales opportunities.

03
Customers stay longer

How much does it cost your company to acquire a new customer? There’s no need to rely on giveaways or discounts in fact, it’s better not to. Those customers are often the first to leave a year later. A strong Customer Experience keeps the back door closed. After all, why leave when your needs are consistently met?

04
Employees stay longer

People want to feel proud of the work they do and that’s especially true for younger generations. Successful companies attract successful people. And in a tight labor market, that’s the best (and most cost-effective) recruitment strategy you can have.

05
Working more efficiently

Imagine your customer service team resolving incoming requests “first time right.” No more escalating to second-line support, just streamlined processes and all the right information instantly available in the system. That way, you’re not just responding to the customer, you’re actually solving the issue. It’s better for the experience and for efficiency.

06
Greater differentiation

Anyone can claim to be customer-centric. The real difference lies in how it feels to the customer. Companies that take Customer Experience seriously create an experience that can’t be copied. And that’s exactly why customers choose - and keep choosing - you.

What business advantage of Customer Experience do you want to achieve?

Contact Marlou Baks for a non-binding conversation. Our CX expert is happy to sit back with you to explore the business benefits Customer Experience can bring to your company.