CEO's Guide: Driving Profits through Value-Centric Customer Experience Strategies
No one has their sights set on a company’s success like Chief Executive Officers.
CEOs focus so much of their time making sure their business is thriving from a high level — yet time constraints, busy schedules and a calendar full of meetings force them to sometimes delegate the smaller (yet all-important) details of the customer experience. They must trust their delegated leaders to understand the voice of the customer on a granular level. While time constraints may not allow a CEO to get into the nitty-gritty of customer feedback and experience, they can still set themselves (and the company) up for strong revenue growth by implementing the right strategies and choosing partners who are aligned with their customer experience needs.
As a CEO, one of the best things you can do for your business is invest in people and strategies that prioritize your customers’ experience — after all, 73% of consumers say that the customer experience is their primary decision-making criteria.
Below are a few initiatives that you can get started on today to empower your team, allow your organization to focus on the “big” pieces of your customer experience, while ensuring that needs are being met and ultimately profits are rising.
Empower your team. Your organization may not have the internal resources or time to collect all the customer insights you need — and that’s fine, as long as you give your team the ability to identify and work with a trustworthy third party. What should you be looking for, prior to signing off? Someone who knows exactly what information to gather in order to effectively measure customer experience and identify gaps.
Ensure the right data is being collected on an ongoing basis. Don’t wait until you have a social media crisis on your hands! Make sure that your team has the technology and a trusted partner in place to collect real data from as many customers as possible — not just those who are elated enough to leave a good review or disgruntled enough to leave a bad one (or three).
Reward stellar employees to build the right culture and brand. Reward those employees who are actively playing a part in improving the customer experience. By recognizing good work and rewarding those who create a stellar customer experience, employees will be motivated to continually improve their performance and processes. This builds a brand that not only attracts the right-minded hires, but also reduces turnover to keep your A-team staff.
In order to measure which employees are truly creating great customer experiences, of course, you’ll need some sort of feedback system. Recognizing traditional survey programs fell short of collecting data from the majority, we created the CAP (Customer Ambassador Program) to allow brands to authentically assess your customers’ experience –– all with the goal of providing not just data points, but detailed customer stories and tangible expert advice on how to continually improve.
Even on their own, each of these initiatives is a serious undertaking. How can a good CEO equip their team to tackle them all and create a robust strategy that drives profit? Though pieces of each strategy can be done in-house, a true customer experience strategy partner lessens the learning curve with valuable benchmarks and findings from past experience.
At ACL, we live and breathe customer experience. Creating brand trust is at the heart of what we do because we know that it’s a fundamental piece of driving sales and bolstering ROI. If you’re a CEO looking to devise the best growth strategy for your organization, we’re just the partner you’ve been searching for. Learn more about us here.