Our proprietary iCXP methodology which forms the basis of our Customer
Experience Survey is founded on the principle that:
“Optimum customer experiences are delivered when a company leverages its
business assets in order to
exceed its customers’ perceived needs (what they say they want and what is important to
them) whilst simultaneously evoking the most
positive of emotions within that customer
(how they feel)”.
We believe that your company has readily at its disposal six primary business
assets that can be leveraged in order to enhance the customer experience; for
this reason we refer to these business assets as “change levers”. The Survey
enables you to see which of your business assets are performing optimally in the
delivery of positive customer experiences and which require attention.
We also believe that there are a set number of specific needs and wants your
customers expect to be fulfilled as part of their relationship or contract with
you. Some of these have historically been measured under the banner of ‘customer
satisfaction’; however satisfaction suggests only a basic requirement has been
met and research testifies that anywhere up to some 80% of ‘satisfied’ customers
will switch suppliers if a more attractive option is presented. With this in
mind the Customer Experience Survey measures these historical criteria as
well as the more recent customer expectations proven to have greater impact in
securing loyalty; we refer to these as ‘customer perceived needs’.
And finally we believe that customer emotions should never be underestimated as
they play an instrumental role in the purchasing decision processes of consumers
and business individuals alike. For this reason the Customer Experience
Survey incorporates an emotional element; we measure the kind of emotions you
are evoking within your customers during different interactions; we use our
Customer Emotional Spectrum for categorising and presenting these findings.
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