What's Your Customer Experience IQ?
Today customers have higher expectations and greater choices. It’s no surprise that they expect business with your company to be seamless, tailored, and hassle free.
To remind us of why delivering a superior customer experience is urgent, Greg Gianforte, CEO of RightNow Technologies, has authored a new book “Eight to Great: Eight Steps to Delivering an Exceptional Customer Experience.” In the book he lists the eight steps required to deliver a great customer experience.
Step one: Establish a knowledge foundation.
Step two: Empower customers with self service
Step three: Empower frontline staff.
Step four: Offer multichannel choice.
Step five: Listen to your customers.
Step six: Design seamless experiences.
Step seven: Engage proactively with customers.
Step eight: Measure and improve continuously.
I interviewed one of Gianforte’s customers—eHarmony—last year because the company follows his eight steps and has seen continued success.
eHarmony’s executives are highly involved in the contact center and the company empowers its customers by listening to and acting on their feedback. eHarmony surveys customers on the interactions they have with eHarmony's staff. The company sends a customer satisfaction survey after every phone call and email that an agent takes. The survey specifically asks, among other questions, if the agent provided the highest possible service for that customer. Agents who receive a 94 percent score or higher on customer satisfaction for each quarter become a part of eHarmony's CSAT Elite group. The company recognizes this group of agents in quarterly rewards ceremonies.
eHarmony also offers a monthly monetary bonus based on how well agents score in attendance. In addition, the company holds birthday lunches, drawings for prizes, and daily gift incentives for agents who may be struggling with low customer satisfaction scores.
In addition, the company recognizes and motivates its agents through its Inspiration Wall. The company receives feedback from members daily, and spotlights agents who receive positive remarks by posting the letters on the Inspiration Wall. Most of the messages are thank-you notes to agents for understanding their customers’ concerns and for providing support and encouragement. As a result, agent turnover rates are below normal and customer satisfaction has increased.
Seems like Gianforte’s eight steps have resonated with eHarmony. To find out if your company is ready to implement strategies for improvement, the book includes a Customer Experience Assessment Scorecard to determine your stage.
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