A couple weeks ago, I had the opportunity to attend the Florida Society of Association Executives’ (FSAE) 2016 Education Expo. The sessions were great, but one in particular stood out - Pam Bauer’s Elevating Customer Experiences...One Story at a Time.
Customers and members are the backbone of all companies and organizations. That said, not all companies and organizations put thought (or enough thought) into their customer experiences. But they should. And here’s why:
- A customer is FOUR TIMES more likely to defect to a competitor if the problem is service related rather than price or product related.
- By 2020, customer experience will overshadow price and product as a key brand differentiator.
That’s just three years away, folks! So it’s crucial that you’re providing a good GREAT customer experience.
If you need help elevating your association’s customer (or member) experience, here are nine steps Bauer recommended:
- Identify the personas for whom you want to create a customer journey map.
- Identify the different stages that your customer interacts with you. What are the different touch points? What channels do they use?
- Plot the expectations customers have of your business at each of these touch points.
- Identify how your product or service meets these expectations. Are there any gaps?
- Map points in the customer interaction where things sometimes or often go wrong. Describe these roadblocks or forks in the road.
- Document your customer's emotional response at every step of their journey with you. How do you perceive (or know) they want to feel at each touch point?
- Identify the “moments of truth.” These are crucial moments in the customer's journey when they might make a decision about your business, good or bad.
- Analyze the potential opportunities for customer service and process opportunities.
- Use the insights you gain to list specific actions you will take to make these improvements and innovate.
Now if you feel like you don’t have time to focus on your customer experience right now, consider this: When it comes to customer experience, if it’s not by design, it’s by default. One way or another, you’re going to have a customer experience, so you might as well make it a good one.
Need help elevating your customer experience? Check out elevateXP, where Pam Bauer works as the Chief Experience Officer.
And for more tips on retaining your association’s members, through customer experience and other tactics, check out our free guide, 8 Steps to Solid Member Retention!