Your Version of the Perfect Customer Experience |White.net

Finding your version of the perfect customer experience

By Hannah Thorpe / March 18, 2016

Think Tank

Whilst we’d all love unlimited budgets and resources in order to achieve our idea of perfection, when it comes to customer experience the likelihood of this being possible is pretty slim. Instead, on a daily basis we make decisions regarding which changes will be most beneficial to our businesses. At Linkdex’s SEONow ThinkTank I spoke all about how you can get as close to perfect as possible for your customers.

What is ‘perfect’?

There are many different approaches to choosing objectives for Customer Experience:

  • Should you aim for the maximum happiness possible for your customers as a whole? Utilitarian
  • Or do you want everyone to be equally content with the service they’re receiving? Egalitarian
  • Does customer experience directly impact your sales or is it unimportant? Self-Interested 

One of the key methods of decision-making when it comes to Customer Experience is often forgotten but can be fundamental to solving some of the problems that occur with the models above. Aiming for finding the Pareto Optimal can reduce the risk of wasted investment into CX changes through a strategic approach to making these choices.

Pareto Optimal – Conditions under which the state of economic efficiency (where no one can be made better off without making someone worse off) occurs.

Every option for tweaking the customer experience of those interacting with your business must fulfil this criteria; as long as it benefits at least one person, without reducing the current quality of experience of another, then it is helping to shift your CX towards that point of Pareto Optimal.

Optimising in Stages

Whilst Pareto Optimal is a good starting point for identifying the most beneficial tweaks to make to your Customer Experience, it only acts as a quantifiable yes/no for if the action should be taken. It does not act as a means of choosing one option over another if both are meeting the criteria of a Pareto choice. For this level of prioritisation, it’s important to look at the process your customers and potential customers go through before purchasing.

Start with basic metrics to assess each potential change you want to make:

Basic-metrics

Then utilising these metrics, enter them into the Impact Model formula to assess which one scores the highest and will be the most impactful change for you to make:

Impact Model

This provides what is a basic version of calculating the decision-making process for every Customer Experience change, giving you the support you need in order to sell this to seniors in your business or to your clients. However, the more experienced you become in utilising it and the more data you have readily available to you on the experience so far, the more complex you can make this model. For example:

Complex Model

If you’re doing this correctly then you should start to see some significant changes in the way your discussions on Customer Experience take place. Firstly, the longer you do this for, the closer to Pareto Optimal you will become. Therefore the smaller the changes will be each time in terms of the Impact Model.

In reality, this should also equate to far higher ROI’s on your work, a quicker sign off process in getting these changes agreed and in general far happier customers as a whole.

Hannah Thorpe

Head of SEO

Hannah is Head of SEO, with an interest in building content marketing strategies. She has experience working creative marketing and technical SEO, and joined White.net in September 2015.

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