Approaching Customer Experience Improvement

Published on Thursday, January 3, 2019

Michel Boissé

Consultant, Digital Solutions
Customer satisfaction matters more than ever and business executives know it. Customers have growing expectations and it's understandable in a market offering more and more brands and products to choose from. Businesses need to keep up with an always better customer experience to stay competitive.

Customer experience improvement still trends as the first priority in business management strategy. It's been almost a decade that it became a mostly popular topic as an increasing number of study findings revealed that most companies expect to compete mostly by providing an improved customer experience.

Consumer surveys also indicate the importance of customer experience in their shopping process and its impacts on their decision about buying a product or service or switchching to a competitor.

Other recent reports reveal that investments in customer experience improvement seem to pay off.

Customer Experience Improvement Goals

How do we achieve a better customer experience? What opportunities can we consider? Here are some examples.

  • Personalize the customer experience
  • Provide relevant information quickly, at the relevant moment
  • Improve customer journey efficiency to accelerate satisfaction
  • Reduce the digitalized experience adoption effort
  • Eliminate customer pain
  • Measure and monitor satisfaction to optimize performance


Let's overview of a few steps that may help to drive experience transformations and reach goals.

  1. Identify priority customer segments
    • Determine important customers
  2. Understand current perception from customers
    • Determine current customer journey mapping
    • Collect views and feedback from customers and their experiences
  3. Develop customer experience strategy
    • Identify obstacles and opportunities
    • Define KPIs (Key Performance Indicators)
    • Establish priorities
    • Redesign services and processes
    • Plan an implementation road map
  4. Implement
    • Drive customer experience transformation
    • Properly involve and reward employees and stakeholders
  5. Monitor and improve
    • Measure performance
    • Design a VoC program (Voice of Customer)

The most common pitfall in this process is to improperly survey customers and accurately collect feedback. Some reports reveal that most companies believe they provide a superior experience (80%) while only a very small portion of their customers agree (8%).

Customer experience improvement is an iterative and ongoing process. There's always room for improvement and we're never entirely done with this work. What matters is to continually monitor and measure customer perception. As a business or as an individual, a good listener will always remain a better leader.

Digital technologies to the rescue

Several technologies make it easier to improve customer experience and they are often more easily integrated than we may think to take of advantage of quick wins. A new report reveals business transformation investments will focus mostly on digital initiatives, business growth, operational excellence and customer experience. Trends indicate that digital technology investments will increase in business intelligence and data analytics, cyber-security, cloud services (IaaS, PaaS and SaaS), digital initiatives and marketing, machine learning and AI.

About Noesis

Noesis helps businesses to plan and execute their digital strategy to let them achieve their business goals.

Visit us or reach out to learn more about the ways we can digitally transform your business.

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