In this article, you'll learn how to...
- Make customers an asset of your organization
- Deliver a united customer experience across the organization
Here, based on working with scores of clients from around the world, is the real-world approach for how to integrate customer experience into your operation—in a way that will make it stick and change how you do work.
This is Part 2 (of two parts) of the Customer Experience Leadership Survival Guide. Part 1 discusses the first three focus areas.
Focus No. 4: Making Customers an Asset of Your Business
I call this focus area "customer math." And it's about building passion across the organization and establishing a simple rallying cry for leaders.
Rather than talking about customer retention, begin each meeting with numbers and data addressing the following:
- Net gain (or loss) of customers for the period
(incoming customers – outgoing customers = net gain or loss)
- Number of customers who recommended us
- Top five reasons why customers left
Many companies need to define "incoming" customer because, frequently, each silo has a different definition, and data and databases are not aligned.
This focus area essentially deals with the outcome of the experience you are delivering to customers; I call it "customers vote with their feet"—i.e., they stay or leave. And I have found it very powerful to begin meetings with this simple report card, which describes whether you have "earned the right" to customer growth.