If you are a consumer dealing with insurance carriers or TV service providers, chances are you are very unhappy.
According to Forrester Research Inc's Customer Experience Index, 38% of firms were rated "poor" or "very poor" based on usefulness, ease-of-use and enjoyability. (This survey included responses from over 4,500 consumers)
So, what's going on here? Every firm's executive team will say something along the lines of "customer experience is crucial to competitiveness", but the reality shows they often fall short. How can firms address this gap during rough economic times? Nobody wants to start losing customers they have spent money to acquire.
Forrester has several recommendations for companies who want to keep their customer experience momentum going:
- Prioritizing the moments of truth that occur during customer interactions because they have the biggest impact on overall satisfaction, likelihood to repurchase and likelihood to recommend
- Seeking usability improvements to key customer touch points, such as Web sites, service emails and interactive voice response systems
- Increasing communication with employees to keep them apprised of any shifts in priorities, and engaged with overall customer experience efforts
This is good advice for the current turbulent times--what will your firm be doing to keep your customers?
PS. The firm at the top of the Customer Experience List? Barnes and Noble.