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Analysing the Customer Experience: Putting Humans First

Planning for growth and improvement in 2020 means that understanding customer experiences really should be top of mind. We need to understand in detail what’s going on and, crucially, why. Without understanding customer experiences, we’re always behind the curve.

With this thought in mind, I was surprised/not surprised when I was asked last week about Net Promoter Score® by one of our technology clients. Following a recent ISO audit, their auditor had suggested they introduce this as a customer satisfaction measure. My initial reaction was surprise – not at wanting to measure customer satisfaction, obviously – but at whether a predominantly B2C, score-based view of the customer buying journey is the best measure of customer loyalty for growing a technology, process-orientated, relationship-based business?

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