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Managing your
Asian Customer Experience
A. Methodology
1.
Analyse the experiential world of your customers
How?
Customer Satisfaction & Experience audit.
-
Conduct the latest audit of your customers’
satisfaction and experience with your brand
(store intercepts, mall intercepts, mystery
shopping)
-
Compare this with several identified
similarly-positioned competitors
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Identify causes of weaknesses, recommend
enhancements
2.
Design/Improve the brand experience
-
Brand “look and feel” (logos, signage,
packaging, retail space)
-
Communications (advertising, collaterals,
and websites)
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Design and experiential features of the
product itself
3. Structure/Enhance the customer interface
and contact
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Face-to-face (in store, sales visit, hotel
check-in, customer event)
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Mediated interactions (call-centers, email,
instant messaging)
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Automated interactions (e-commerce, ATM
machine)
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Sales & Customer Service Training
-
Conduct sales and customer service
training
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Follow-up. Conduct follow-up mystery
shopping audit to measure improvement.
Recommend next steps, if necessary:
face-to-face surveys (mall intercepts,
specific store intercepts,
mystery-shopping)
B. Benefits
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Achieve a price premium for your products or
services
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Create lifestyle relevance for your products
or services
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Reduce churn and switching costs
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Increase repeat purchases and up-selling
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Launch a new brand
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Adapt a brand for a new market
-
Increase relevance of a mature brand
-
Revive a declining brand
-
Create credible brand extensions
C. Customer Satisfaction Index (CSI)
A
client’s customers’ brand satisfaction and
experience is determined by the client’s “Total
Product”. CSI covers 4 areas: Areas of Strength,
Critical Areas of improvement, Areas of
Sustained Growth, Non Critical.
We
can survey new customers, walk-ins and current
service standards. Though primarily used in
consumer research, this method can easily be
used for businesses and governments as well.
1.
Trustworthiness of the retailer/company
2.
Professionalism of sales staff
3.
Ease of negotiation
4.
Lack of sales pressure
5.
Availability
6.
Reputation of the retailer/service provider
7.
Prices and Incentives offered
8.
Quick Delivery
9.
Product/service Attributes
10.
Brands Offered
11.
Atmosphere of retail store/office
12.
Ease of Financing (if applicable)
13.
Convenient Location
14.
Relationship/experience with Sales staff
15.
Ease of Buying other Products
16.
Retailers/service providers used in the past
17.
Local retailer/company website
BY
regularly surveying your customers, you can know
their CSI regularly, why they are not satisfied,
can take action to restore satisfaction, and
ultimately enhance buyer experience and sales.
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