5 Whys of CX | Ben Motteram | Engati CX
Customer Experience expert, Ben Motteram joined us on this episode of the Engati CX Show. We spoke about technology helping with customer experiences and customer engagement, the digital and social channels that businesses need to develop, and also about the questions that businesses need to ask themselves while developing a CX strategy aka The 5 Whys of CX.
Ben Motteram passionately believes that providing an exceptional customer experience is the only sustainable competitive advantage!
He's a passionate evangelist for putting the customer at the heart of everything a business does and has over 20 years' experience in developing and implementing customer acquisition and retention strategies in strategic Sales, Marketing and Customer Experience roles.
Determined, energetic, and continually learning, Ben’s success can be attributed to a dedication to understanding and consistently exceeding customer expectations.
The 5 Whys of Customer Experience- Ben Motteram on Video
The 5 Whys of CX
This section will contain a quick summary of our interview with Ben. But, if you'd like to have the entire experience, check out the Spotify Podcast embedded below the summary.
How has technology changed the way customer experience strategies are implemented?
It opens up more opportunities for you in terms of how CX strategy are implemented. But, it also adds complexity.
You need to be very clear about the type of experience that you want to deliver to your customers. You also need to ensure that strategies are driving your technology investments, not the other way around.
Digital and social media have become important aspects where brands can engage with their customers. What are some of the aspects to strengthen the customer experience using the channels and what are some of the pitfalls?
One of the best ways to improve your customer experience is to reduce the amount of effort it takes to do business with you. Digital allows customers to easily get quotes, read/ reviews and buy from you. Social media also promotes referencing and also makes it easier to get support.
Its easier to Tweet a brand a message rather than hunt for their phone number, place a call, find your wait through an IVR and then wait in a que before you have a chance to speak to someone.
The major con is that if something negative goes viral, you're in a bad position. Companies have lost millions of dollars because of this. Brands have to be careful here.
But, it helps brands become a lot more transparent. It helps project the brand voice and brand values.
What do you believe will be the new normal for customer service and support due to the current crisis?
Companies have becoming empathetic. They know that customers are going through a lot. And they're stepping up.
Health companies are holding off premium increases, gyms are suspending memberships for free, car insurance companies are offering discounts on premiums, airlines are giving extensions on frequent flier status.
In the months after the pandemic is over, some companies will ramp up their sales to get cash in. That's going to be a short-term play.
The long-term play is all about anticipating changes in customer needs due to the pandemic and adapting to meet those needs. The companies putting in the planning right now are the ones that will emerge with a higher chance to increase their market share.
A great employee experience drives a differentiated customer experience. What do you believe organizations should do to ensure that customer experience is part of the DNA of any organizational culture?
To you need to define why the company exists. What customer needs do you aim to solve? How will your company make the world a better place?
Then define the kind of experience that you want to deliver to your customers and the metrics you want to monitor.
You need to ensure that all staff have at least 1 CX related KPI.
While hiring, look for an aptitude for CX. You need this for every position you hire for.
In your induction training, explain your companies CX goals and strategies so that new recruits can align themselves with these.
You also need to collect and listen to employee and customer feedback. But, don't just collect it, take action on it.
You also need to create customer journey maps and update them regularly.
What questions should companies be asking themselves while trying to improve their customer experience?
The first question needs to be, 'What experience do I want to give customers?'
You can't leave this up to chance, or else you'll be risking inconsistencies.
Your next question would be, 'How do we know when we reached our CX goals?'
You need to define the metrics that you're going to track while chasing these goals.
After doing that, you need to ask yourself, 'What do we know about our customers?'
That's in terms of their needs, habits, motivations and expectations.
This leads into 'How do we keep up to date with these expectations, ensuring that we're meeting & exceeding them?'
The last question you need to ask yourself would be, 'What are we doing to improve CX today?'
Don't fall into the trap of waiting for something to happen before stepping up your CX game. Each day you wait is a day your customers are missing out on having an improved experience with you.
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A Spotify Podcast with Ben Motteram
It's time to start asking yourself the 5 Whys of CX. Engati CX will be back with a new expert in a new episode soon. Stay tuned.
Find Ben Motteram
And go through his blogs at CXpert, there's a lot of knowledge to be found there.
More from Engati CX
Now that you've learned about the questions you need to ask yourself while building a CX strategy, you should learn about creating simpler customer experiences.
Go through our interview with Ricardo Saltz Gulko on Simplified Customer Experiences.
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