Tailoring the Customer Experience: Tips for Creating a Personalized Customer Journey

Customer experience, customer service, customer engagement. With these terms being increasingly important – and often used interchangeably, I decided to do a little homework. Do all these terms mean the same thing and how do they play a role in the customer journey?

According to a 2013 Harvard Business Review article “The Truth About Customer Experience”, customer experience is defined as “your customers’ end-to-end journey with you… It (CX) is the cumulative impact of multiple touchpoints over time, which result in a real relationship feeling, or lack of it.”

This led me to my next question – what is a “relationship”? A connection, an association? From the customer’s viewpoint, this involves some level of personalization or tailoring to meet their specifications, needs or preferences. If I would compare this to what we do here at Xpertdoc, it includes helping clients deliver “bespoke” communications throughout their customers’ journey.

Since many of my clients are in the health insurance space, I’ll use them as an example. Personalization, especially when it comes to communications or correspondence, has often been a lower priority for many health plans. However, that is changing. They do realize the importance of offering a personalized customer journey but many of them don’t know where to start. Here are a few pointers.

1. Have a plan – with specifics.

  • What are the key elements of the customer’s journey that will be acted upon?
  • Determine what your customers want in terms of interaction, communication channels, and preferences (reaching a customer service rep in less than 5 minutes, perhaps).

2. Measure and measure again.

  • What are the things you are going to track to ensure the plan is being fulfilled?
  • What value is being created by improving the customer experience?

Check back next month as my next post will focus on the Net Promoter Score (NPS) and how health plans have fared in scores over the past few years.

Learn more about personalizing the customer journey here.

To stay on top of leading customer experience and health insurance expertise, follow Xpertdoc and Eric Allen on Twitter: @xpertdoc@EricJ_Allen

COVID-19 update

The spread of COVID-19 continues to evolve and in this context, we wish to inform you that Xpertdoc is closely monitoring the situation and would like to inform you of the measures taken by our team to support its employees, customers and partners.

We do not foresee any impact on the delivery of our services and want to assure our customers that we are executing our continuity plans in order to ensure that our customers continue to receive our services without jeopardizing the safety and security of our personnel.

In accordance with the recommendations of government authorities, here are some of the measures being taken by Xpertdoc:

Remote work for all employees
Arrangements have already been made and we have requested that all our employees work from home. Our continuity plan includes a full deployment of remote work arrangements to ensure uninterrupted service to our clients and partners.

Hosting and cloud services
We have been assured by our suppliers that there are no known impacts to these services, and we are confident that we are able to effectively manage the delivery of our cloud services to all our customers.

Travel
We have cancelled all business travel until further notice for all our employees. If employees have or will travel for personnel reasons, they will be asked to respect the quarantine delay before participating in any business activities.

Events and gatherings
All our events have been postponed or cancelled. Our employees are no longer allowed to participate in any events, seminars or gatherings.

We are committed to providing the best possible service to our customers and partners, to ensure that you can continue digital communications with your own audience. In these critical moments if we can help please do not hesitate to contact us.

Regards,

The Xpertdoc Team

Mise à jour sur la COVID-19

La propagation de la COVID-19 continue d’évoluer et, dans ce contexte, nous souhaitons vous informer que Xpertdoc suit de près la situation et que notre équipe a pris des mesures pour soutenir ses employé(e)s, clients et partenaires.

Nous ne prévoyons aucun impact sur la prestation de nos services et voulons assurer nos clients que nous mettons en œuvre notre plan de continuité des affaires, afin de garantir que vous continuiez à recevoir nos services, sans compromettre la santé et la sécurité de notre personnel.

Conformément aux recommandations des autorités gouvernementales du Québec, voici quelques-unes des mesures prises par Xpertdoc :

Travail à distance pour tou(te)s les employé(e)s
Nous avons demandé à tou(te)s nos employé(e)s de travailler à domicile. Notre plan de continuité des affaires comprend des arrangements de travail à distance pour assurer un service ininterrompu à nos clients et partenaires.

Hébergement et services infonuagiques
Nos fournisseurs nous ont assuré qu’il n’y avait pas d’impacts connus sur les services d’hébergement et infonuagiques. Ainsi, nous sommes convaincus d’être en mesure de gérer efficacement la livraison de nos services infonuagiques à tous nos clients.

Voyages
Nous avons annulé tous nos voyages professionnels jusqu’à nouvel ordre, pour tou(te)s les employé(e)s. Si des employé(e)s ont voyagé ou doivent voyager pour des raisons personnelles, il(elle)s seront placé(e)s en quarantaine pour une durée de 14 jours, avant leur retour au travail.

Événements et rassemblements
Tous nos événements ont été reportés ou annulés. Nos employé(e)s ne sont plus autorisé(e)s à participer à des événements, séminaires ou rassemblements.

Nous nous engageons à fournir le meilleur service possible à nos clients et partenaires, afin de garantir que vous puissiez continuer vos opérations sans interruption. Dans ces moments critiques, nous sommes là pour vous aider. N’hésitez pas à communiquer avec nous si nécessaire.

Merci,

L’équipe Xpertdoc