Touchpoint Experience Design
Many companies ask their customers ‘how well are we doing?’ but very few stop and ask ‘what should we be doing?’. Yet during a customer relationship, execution at customer touchpoints is often a key reason why companies fall short of their brand promises.
Some organisations over-deliver at these customer touchpoints, wasting time and money delivering customer experiences that aren’t desired nor have an impact on customer relationships. However, others fail to deliver customer experiences that are desired and would positively impact the relationship.
By helping our clients to have better alignment between customer touchpoint experiences and customer requirements, they have benefitted from more effective resource allocation, and reductions in service delivery costs by eliminating elements that don’t add value to customer experiences.
Our approach:
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Qualitative
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Quantitative
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Analytics/Deliverables
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- Internal review of the key customer touchpoints and how you feel you are performing
- Interviews with customer facing staff to uncover what they believe customers want, how they feel they are delivering against expectations and the barriers to delivering at this level
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- Customised questions built for your business and customer relationships. Straightforward but detailed
- Ask customers to define:
- what they believe the current touchpoint situation to be
- and what their desired touchpoint experience is in each instance
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- Gap analysis between the internal organisation and external customer views
- Relative importance of each touchpoint
- Use of Simalto or Conjoint highlights the differences between the current delivery vs the desired outcome to identify over or under-delivery
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