That ROI-Driven Process Just Cost You a Customer
In our increasingly competitive world, an organization cannot be faulted for wanting a return on what it invests in. However, issues can start to arise when processes are only viewed through this lens—and not the one the customer sees through.
Are you giving customers the experience they want, or the experience you think they want? In the short term, your approach can cost you customer engagement. In the long term, it can cost you customers.
Much work is happening now around journey mapping and creating customer personas—those are great to begin to understand your customer’s perspective. However, customer feedback during all this work is so critical.
With all the time, technology and research being invested in gaining and keeping customers, why not take one more step and actually talk to your customers about their entire journey with your organization? They will tell you exactly what they want, and how they want it. While some of that feedback may require your organization to change, that’s what it takes to keep customers.
And isn’t that what you really want?