In today’s tech-driven, digital world, focus can be a challenging act. We have more and more resources, options, and channels delivering us information every second. In fact, the human population is now said to have an attention span of just eight seconds—shorter than a goldfish.
It’s very easy to get hyper-focused on what’s right in front of you and in turn, become reactionary. This is especially true for customer experience (CX) professionals. While the constant stream of feedback is imperative to making strategic business decisions, it’s also very important to take a step back, consider the big picture, and avoid a knee-jerk reaction.
In a previous blog post, I introduced my new book The Curiosity Muscle, a project I coauthored with New York Times bestselling author Diana Kander. The novel, which follows a fictional chain of gyms struggling to stay connected with their customers, lists the first step in driving business improvement as uncovering your blind spots. In order to stay competitive in today’s fast-changing economy, companies need to figure out how to consistently find their blind spots and solve them to create new value for customers.
The next step in that solution is to ask “Are we focused on the right things?” Because the truth is, you probably can’t fix everything, but you can focus on what will have the biggest impact.
At SMG, we help our clients do this through a key driver analysis, which helps us get a complete picture of the customer experience and find out what’s most important. By uncovering what drives satisfaction and loyalty, we help brands maximise the impact to their bottom line. It’s our job to translate what the customer is saying into actions our clients can take.
Identifying key drivers is the best way to make sure you’re focused on the right things. For example, product quality is a big driver for the customer experience. But there are a lot of factors involved with quality: visual appeal, packaging, price, etc. It’s important to take an innovative approach to measure and test these items to uncover which factor is most effective in moving the needle.
But this isn’t a simple task. Identifying key drivers has become an even more complex process in today’s omnichannel world. Brands are interacting with their customers in a variety of ways—in person, online, through apps and delivery services, etc.—and consumer perception is influenced at every point along the way.
It’s important to think about the CX journey over the life cycle of the customer—know what’s driving their satisfaction today and what their expectations are for the future. In an upcoming post, we’ll dive into the third question explored in The Curiosity Muscle—“What can you test?”—and add another layer to solidifying customer loyalty.
Andy Fromm | Chairman + CEO