Customer Experience goals are determined as part of your Customer Lifecycle model development. They are the key deliverables and types of experiences you define within each segment of your lifecycle model for each target market.
The hard part is determining where to start, when you shift and how to shift including the right timing based on the market landscape and environment.
Many companies start with building a CS team and break up their customer base into groups based on revenue and go after the 80/20 rule. However, if you are in the SMB and lower MM markets, you have a high volume of customers that you must model out to create consistent, repeatable customer entrenchment. If you don't, you will have a high churn problem with no repeat and expansion business to create growth.
However, a Customer Experience is a company wide commitment. All organizations have a contribution to creating a customer's experience from being introduced to your company, through the sales and implementation process to being well supported long term. In order to create impactful goals for your customer experience model that will stand the test of time and establish maturity within your company for enabling long term customer retention and growth, your team will need to take a more holistic and collaborative approach to establishing these goals.
Here are just a few of the key questions you can discuss with your team to determine the goals of your Customer Experience model:
1. What markets are you focused on in your “Go-To-Market” strategy?
2. For each market what does a successful customer look like?
a. What would the high value outcomes be that you can deliver on in the first 90 days?
b. What areas of the product would create the most stickiness in optimizing operations or enabling an impact in revenue streams?
c. What level of usage would they need to attain to be fully engaged?
d. How will the team demonstrate to the sponsors and key decision makers the high value outcomes that will lead to long term ROI? The business case for long term continued investment.
3. What smart goals will help you know what's working and not working at each stage of your lifecycle in delivering consistent, high quality results to all customers?
4. What is the long term roadmap for customers to continue to realize high value outcomes on a continuous basis with your solution?
5. What are the right touch points and support system to ensure customers have a consistent quality customer experience?
6. Is the product easy to use and get to the high value outcomes on their own or do they need a services support system to walk them through how to get there? Ensure 100% of customer achieve the outcomes
7. Is it easy to do business with you and expand or make changes easily?
8. Does this market require education on your unique and/or innovative product/service? What kind and how do they want to consume this information to make an impact on their ability to find value quickly?
9. What is the timing required to get customers from introduction to value? How can you be the best in the market from the customers perspective?
10. What customer feedback are you collecting in each stage of your lifecycle? What do you do with the data and how do you take action to innovate your CX model, processes, procedures, standards and goals from quarter to quarter?
When you take the time to develop a mature and well thought out Customer Experience model with a well defined customer lifecycle for each market, it will be much easier to walk through these questions for each market and begin your journey mapping of creating the ultimate customer experience with the right goals for each team to work towards and innovate over time.