Customer Experience Methodology and Process


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Written by: Aleksandrs Racenis

Customer Experience Methodology and Process
As discussed in the previous CE blog posting, the importance of a comprehensive customer experience guideline and implementation process is absolutely necessary for a firm that desires to be a leader in whichever industry it does business.

iiGrowth has studied and adapted its own Customer Experience Model (CEM) and we continue our development in a continuous learning environment. The iiGrowth CEM serves as a useful tool and guide as a customer experience methodology and process for our client engagements.

iiGrowth customizes steps of the model to a client’s specific needs (i.e. corporate or project level), strengths, weaknesses, and an acceptable time line when each step should be taken. This ensures that the customer processes that a firm undertakes are beneficial to the firm itself as well as fit into the firm’s ecosystem, or set of stakeholders.

1. Define Customer Value: This process is important because it sets up the rest of the customer experience framework. Identifying who your customers are is an obvious, yet crucial act. Once the customer is identified you must understand their values, expectations, and how your product/service will benefit the customer. iiGrowth’s consultants aggregate Stakeholder Lists and draw up Persona Profiles and begin the process of building a Persuasion Architecture as a way to get started with the discovery process. Persuasion Architecure is used by iiGrowth for building our customer experience model into websites and web-based businesses. The building of the Persuasion Architecture spans the first two steps of our customer experience model.

2. Design Customer Experience: The goals of this step require customer centric thinking. It begins with understanding and outlining the customer’s needs. The Persuasion Architecture continues in step two with processes of wire framing, storyboarding, prototyping, development, and optimizing that come from a model developed by Bryan and Jeffrey Eisenberg several years ago.

Once the desired solutions have been identified, you must design a specialized customer experience for the customer’s segments you identified in step one, as well as develop a plan of how and when to proceed with implementation. iiGrowth’s consultants prefer to use Journey Maps as their primary tool in designing the customer experience.

3. Empower People: Step three requires you to embody the work done in steps 1 & 2 with your firm’s employees. If 1 & 2 are done in an executive boardroom out of sight of employees who interact with the customers, then the exercise will be wasted. You must provide your staff with the resources, skills, and knowledge of the Customer Experience Framework. This involves developing training programs, governance models, and metrics to monitor the implementation. iiGrowth’s consultants typically use Resource Maps linked to the Journey Maps created in step 2.

4. Sustain Customer Initiatives: This step involves listening to your customers and employees about the progress of the program. You must align the company culture with metrics and remain in constant communication with your stakeholders. iiGrowth’s consultants use a simple, yet effective Customer Experience Survey.

5. Measure Performance: The last step allows your company to review, critique, and modify the whole customer experience. The identification of met goals, metrics, intermediate targets and scoring these results is important. The aspects of the assessment should be shared with your stakeholders. iiGrowth’s consultants use the Customer Experience Scorecard.

Typically iiGrowth advises clients to undertake the implementation of the Customer Experience within a 12-18 month time frame (e.g. corporate level) so that set goals are tangible and within the foreseeable future, while establishing a long term precedent. iiGrowth’s research has identified success in implementing this in every type of organization. The importance of a good customer experience is a universally understood concept, yet the hard part is to understand just how to tweak the model for each organization’s needs while maintaining the drive to see the change process through to the end.

Future blog postings will break down each of the tools iiGrowth believes can be most helpful in implementing the CEM. We are interested in your experience with the Customer Experience and possible models and tools that you have found beneficial. Please join the discussion and we will keep you informed about future discussions and meet-ups we hope to promote. The contributions of the community will make this blog theme much more interesting and meaningful. We look forward to your ideas, questions, and comments.


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