Tuesday, January 17, 2012

Introducing the CX Factor Score

The CX Factor Score represents a company's service performance based on customer feedback found online over a period of time. The methodology is a work in process but the blog will begin to highlight a different company each week and discuss lessons learned and opportunities for improvement. I want to encourage visitors to the blog to provide feedback about these companies and plug in comments on the blog. In addition, visitors can visit Facebook or Twitter and grade their experience.

What does the grade mean?
To keep it simple, the grade is similar to a school grade so that A = excellent, B = good, C = neutral/average, D= at risk and F = failed

What to expect?
Each week, at least one company will be graded and reactions to their grade will be assessed. Based on the power of feedback provided by our  readers, the grade will be adjusted to represent their perspective. We will send this information to the company and any updates/discussions/meetings will be shared on this blog.

Additionally, plans are in place to develop a digital product to measure the customer views of brands and their experiences. Your feedback will be used to help us design something amazing.

Clients that are interested in learning more about how to apply this score to their operations and customer experience strategy, should visit the Work With Us tab for more information.

CX Factor: Target Retail and Online 

A few weeks ago, I visited Target to return an item and arbitrarily graded them an A. Based on the CX Factor grading system, it was more like a C because it was an average experience and it met my expectations. When I began to read about how others viewed their Target experience, I found that many were not as neutral or positive. The challenge to reading customer commentary is that it is more often than not that one will take to the airwaves and complain vs. say thank you or good job. That said, there is so much more than can be done to improve the experiences of the  customers who took to their computers and voiced their opinions. 

The Customer Voice  

Based on the above assessment, there are 4 key themes spoken by the unsatisfied customer. For each, we propose an in depth assessment of processes that are in place to evaluate what may not be working as expected. Below are key questions that arise from the commentary by topic.

A Few Ideas

§ Tell the story with data:  Detailed assessment of barriers across all customer touchpoints based on existing data, interviews and current internal assessments.
§   Design a goodwill program and customer loyalty program: Test program at several stores across the country before launching nationwide.
§   Review and assess changes to performance management program for all frontline staff. Develop detailed solutions, process change plans, cost benefit analysis and support integration where needed.
§   Assess store and call center performance. Develop a performance matrix, cost of performance assessment and proposed changes based on in depth data assessment and customer feedback.

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