Analyzing your customer experience is no easy process, and the larger the organization the more complicated the endeavor. In fact, even for a solopreneur or mom and pop store, a true analysis of the customer experience can take hours or days.
It can be a daunting task to truly do a customer experience audit, and like any major undertaking, it is easy to just do nothing until you have time to “do it right.”
Forget that. Here is how you can put a fresh set of eyes on your customer experience in 15 minutes.
The process is simple. Find a place where you can be creative and uninterrupted for 15 minutes. Open a timer on your electronic device or grab a watch. If you use a phone, tablet, or computer, try to eliminate distractions for 15 minutes, such a as email alerts and text messages.
Now, grab a piece of paper or open a screen.
One rule: Do not edit as you go. Just write.
Start from the beginning and work your way to the end. How do people hear about our organization? Marketing, word of mouth, already a customer? What happens next? Do they place an order online, call an 800 number, or walk in to the store? Work your way to the end of the process. Don’t forget the post experience-experience. Do they hear from your organization after the transaction?
As you look at the process you just transcribed, where is your organization weakest? Where is it strongest? At what point in the process do you tend to lose the most customers? What departments are dysfunctional, which are highly functional? Are the challenges within the departments or simply in the transitions between them?
Quick, don’t think too much. If you could improve one part of the customer experience immediately, what would it be? How quickly could you make that change? What obstacles would you need to overcome? What resources would you need?
That’s it. You’re done. 15 minutes to put a fresh set of eyes on your customer experience.
Did you see some areas for improvement? Did you find one thing you could take easily from the session and improve?
Thorough analyses are important. Comprehensive workshops are well worth the investment. But sometimes a quick brainstorming session can give you the one crucial idea you need to improve your customer experience.
If it does, then that is 15 minutes well spent.
By Adam Toporek. Adam Toporek is an internationally recognized customer service expert, keynote speaker, and workshop leader. He is the author of Be Your Customer's Hero: Real-World Tips & Techniques for the Service Front Lines (2015), as well as the founder of the popular Customers That Stick® blog and co-host of the Crack the Customer Code podcast.