Building or losing the reputation of your brand has never been quicker. The advent of digital media has had a massive impact on the availability of real time information on company performance. Not only do consumers have the opportunity to share their views on customer experience with other people they know but they now have the opportunity to influence people they don’t know either through social media channels or by posting feedback on websites. Furthermore the buying patterns of consumers have also changed so potential buyers now regularly seek out recommendations from other customers before making the decision to purchase a product or service

So it’s more crucial than ever for organisations to listen closely to their customers and act quickly to address issues that are driving their customers away and to work on Transforming customer experience. Yet research suggests that although organisations are gathering feedback from customers, many of them are failing to use it to successfully execute improvements.

Understanding and acting upon feedback from your customers has a significant impact on revenue through the retention of profitable customers, increased product/service uptake and improved referral rates. This means:

• Knowing how your customers interact with your organisation and understanding how you can make every ‘moment of truth’ an opportunity to creative a favourable impression with your customers
• Using customer feedback to proactively identify trends and anticipate risks to your business
• Using insight to continually improve products/services and customer experience. This means using feedback from detractors to identify and improve critical dis-satisfiers and involving promoters to identify opportunities to create competitive advantage
• Involving, enabling and empowering employees and if appropriate, partners to create consistently positive experiences for customers and to actively promote your brand.
• Ensuring strong cross-functional linkages so that all employees understand the part they play in providing an effective service to customers.

• Customers ‘walk’ through the organisation’s processes and experience how it generates demand for its products and services, how it fulfils orders etc. Feedback from this exercise forms the basis of the plan for transforming customer experience


• Good process management avoids functional silo thinking which is the cause of much customer dissatisfaction and internal inefficiencies. Removing silo thinking is an important step in transforming customer experience.

To contact an expert in Transforming Customer Experience for immediate help or further information, please contact us or telephone: +44 (0)113 234 1944