When customers decide to do business with a company, they want their transactions or inquiries to be handled without any catches. They want seamless interactions, or frictionless experiences devoid of additional steps, potential issues, and unnecessary hassles.
Delivering these frictionless experiences means not having to repeat things already communicated, not having to worry about whether the product will be delivered on time, and not having to count your change and check your wallet at every juncture.
One company I can think of that has put the necessary processes in place to enable a frictionless experience is Intuit. A 2013 Gartner & 1to1 Media CRM Excellence winner, Intuit knows that great customer experiences don't just happen by chance. As such, its Accounting Professional's Division (APD) treats its product managers as end-to-end custodians of Intuit's customer experience. Also, the Customer Experience and Business Excellence (CEBE) team developed a methodical approach to gathering, analyzing, and acting on customer feedback to improve the customer experience.
The group has developed a set of tools and processes to support customer design, created an effective process management methodology, continuous improvement efforts, and a closed-loop system for gathering, acting on, and communicating back to customers how their input has been used to improve the customer experience.
Intuit is making frictionless customer experiences possible through a structured approach to driving performance. Don Peppers is a proponent of such approaches to help enable frictionless customer experiences. In this blog, he imagines the 2020 customer and how she will increasingly demand frictionless customer experiences, and will be less and less patient with the brands that don't deliver them.
At 2 p.m. EDT on Wednesday, you can hear Don discuss his perspective on the three areas where organizations should focus their efforts to create a frictionless customer experience. In a 1to1 Media webinar, he and Judi Hand, president and general manager, Revana Growth Services will discuss:
- The processes, strategies, and technologies companies can use and implement to unify their channels
- Implementing internal procedures and training to ensure employees are delivering trustworthy experiences across all channels
- The value in using customer-focused metrics like Net Promoter Score and first-call resolution in gauging the financial impact of delivering a better customer experience
I'll be moderating the webinar. Hope to you there and please bring your questions for Don and Judi.