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.