CX = Customer Experience = Citizen Experience = Clients Experience
Yes principles of Customer Experience equally apply to all the entities whether for profit, not for profit, Govt entities, professional firms, B2B & B2C. It is not just B2C phenomena.
Every product or service recipient expects better experience. There is always expectation gaps and scope for improvements which varies in degree.
In case if some enterprise is in the monopoly business orGovt entities like municipal corporation or railways, it is all the more important as bad experience will have social repercussions. Longer queues, longer time for approvals or attending application , indifferent staff attitudes everything adds up to personal & social stress & frustrations.
Professional firms (doctors/lawyers/accountants & the likes) mostly enjoy relationship of trust and confidentiality with their clients. There is an approach of one-up man ship by these professionals with their clients. In no other case service recipient is so vulnerable. Here again like the one in monopoly business better clients experience counts. It not only is necessary for better social impact but also counts as new and better service providers are around.
In the absence of advertising professional consulting is the area where most business comes through clients’ referrals & word of mouth. Creating a culture of offering delightful clients' experience is the prerequisite for these firms to grow. One may take a clue from Extreme Customer Orientation by Norwegian Insurance Company Gjensidige. Those who are keen about ROI of CX Initiatives may read this ; What CEOs should know before they ask for ROI of CX Initiatives ?
- Map the entire clients’ journey
- Identify at all touch points
- Identify critical & good to have experience
- Check/Measure what is kind of experience is doled out at each of the touch points
- Internally discuss scope of improvements
- If require brainstorm entire new service design
- Train & retrain front facing and support staff
- Prototype the new or redefined service
- Fine tune with initial clients’ feedback
- Roll out the service
Make clients feedback an integral part of services like billing.
Remember HAPPY customers will refer others and unhappy will look for every opportunity to get out. Both will use social media subsequently to share their experience.
To sum up in the words of management guru of our times Peter Drucker “The purpose of the business (incl profession) is to create customers (incl clients). ” If this is the purpose ; HOW any forms of entity can ignore CX what will retain customers , create more customers & offers more pocket share of customers?