Customer Experience Assessment

“How do we translate what our customers want into what our employees should do?”

It is estimated that acquiring a new customer is five times more expensive than keeping the ones you have. While most companies are grounded in what their customers want, they struggle with where and how to spend resources to ensure employees deliver on those customer expectations.

It is estimated that acquiring a new customer is five times more expensive than keeping the ones you have. While most companies are grounded in what their customers want, they struggle with where and how to spend resources to ensure employees deliver on those customer expectations.

The Power of Customer Experience Assessments – Case Study

A significant threat from Amazon caused Best Buy to re-evaluate its customer experience. The result is a transformation from a traditional retail store to a trusted technology partner for the average consumer, and a significant improvement in sales.  Best Buy started by matching both Amazon prices and next day delivery. To create a competitive advantage, they created a program to deploy team experts to people’s homes for concierge level installation service. Astute to the fact many homeowners find the rapid integration of technology in the home overwhelming, having someone come to their house to help design what works for them, or problem solve their computer issue without having to risk taking it to the store, was a WOW experience for customers. And the reinvestment in their employees to become advisors rather than salespeople has paid off wonderfully with lower turnover.

The Power of Customer Experience Assessments at Walt Disney World – Case Study

While still employed by Disney, the Integrated Insight team carried responsibility for identifying and proving the business case for customer service, resulting in millions of dollars of re-investment in service enhancements, training and leadership development as the company engaged in a “Back to the Basics” initiative. Extensive qualitative and quantitative research unveiled guest perceptions and expectations, which was supplemented with research among front line cast members and leaders to uncover barriers to delivering excellent service. New standards were developed and condensed into simple guidelines of what cast members should do to deliver on what guests want. A test/control study was established to measure results. A double-digit improvement in ratings and return intent led to a property-wide implementation. Read More.

When to Conduct a Customer Experience Assessment

A customer experience assessment is critical when:

– Your brand perceptions, satisfaction ratings, and intent to recommend are below your competitors or beginning to decline.

– You believe there are issues in service delivery and that you can do better.

– You have recently introduced a new product or service and want to ensure consumers are responding favorably as expected.

– Retention and acquisition cost  (both for customers and employees) is on the rise.

The Integrated Insight Difference

– We lead with the consumer, developing deep insights so that we can address root cause issues.

– We hear from your employees and leadership teams, and study operational processes to better understand the day-to-day challenges they must overcome.

– We understand that your employees and leaders are the experts and truly listen to study your business model and processes.

– We think holistically about your business since you are as strong as your weakest link.

– We do the hard work of converting what customers want into clear, concise, and actionable standards for what employees should do.

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