Your customers are the most important assets of your organization! They are the ones who challenge you to deliver better and better, raise the level of quality, provide valuable information about your products or services, advocate for your brand daily within their social circles, and it is also thanks to them that your company has succeeded, generating revenue and continuing to grow.
And it is impossible to recognize this without asking yourself: what is your company doing every day to better meet customers’ needs and strengthen this connection?
Marketing actions and campaigns are important, but they are not enough. We know your company can (and should) do more! That is why we have selected 5 practical tips that can be incorporated into your daily routine to create a significant impact on the customer experience and your results.
1) Customer-Centered BPM
Digital transformation has significantly impacted consumer behavior, requiring businesses to adapt, including in the area of process management.
For this reason, BPM has also adopted a customer-focused approach, proposing the evaluation of organizational processes from the customer’s perspective, prioritizing their needs and experiences from the outset.
This new perspective provides:
- greater operational efficiency;
- creation of personalized journeys;
- optimized communication;
- agile problem resolution;
- and a 360° view of the customer.
The main difference is that previously, process mapping and modeling were conducted by analyzing tasks, documents, and organizational integrations. In this new model, all of this is analyzed from the Customer Journey perspective, considering touchpoints and ways to enhance the customer’s experience with the brand.
2) Process Automation
Some may think that process automation only makes employees’ routines easier; however, the customer experience is also positively impacted—often more than we might imagine.
When we consider a brand’s touchpoints with the customer and evaluate them critically, we can implement task automations that facilitate responses and make service and delivery more agile.
For example, if a customer needs to request a document, they must complete an online form. This may seem very quick, but if the rest of the process is not automated, the document issuance will be slower, making the interaction more bureaucratic than necessary.
3) Listen to Your Customer
One of the most effective ways to value your customer is to listen to them, and satisfaction surveys are powerful tools for collecting honest feedback and identifying opportunities for improvement.
With constant technological advancements in this area, conducting online surveys has become much easier. Additionally, when sent at the right time, they provide valuable information that can be implemented as improvements in the company’s processes.
In other words, gathering information without applying changes is not enough. Show that the feedback has led to actions that strengthen the relationship and increase trust in the brand.
4) PDCA Cycle
Adopting a culture of continuous improvement positively impacts the customer’s experience with the brand, making the PDCA Cycle a powerful ally, as it is highly effective in identifying problems, implementing solutions, and promoting continuous learning.
With optimized processes, your company will achieve:
- higher quality in products and services;
- more agile service;
- and more satisfied customers.
5) Customer Journey Mapping
For all the previous tips to work effectively, you need to have a detailed understanding of all customer interactions and touchpoints with your brand, which can be achieved through Customer Journey Mapping.
This mapping can be conducted using the Customer Centric Business Experience Design (CCBXD) method, created by Gart Capote, BPM Specialist and Interact Ambassador.
The method was designed to understand market segment needs with greater humanity and relevance, develop new and powerful value propositions, design positive and memorable experiences, connect organizational processes to the touchpoints and moments of truth in each customer experience, and ultimately guide organizational leadership in making more strategic decisions regarding customers.
Its eight stages allow you to understand the customer, understand their tasks, describe objectives, develop solutions, construct the journey itself, detail hypotheses, outline necessary changes, and build the canvas.
Put Your Ideas into Action
To put all of this into practice, start by mapping the Customer Journey in Interact Flow, Interact’s free solution that includes tools for Process Management, Project Management, and Governance. Within this platform, you can also create processes from scratch and use the PDCA Cycle tool.
If you have already implemented these tips through Interact Flow, you can challenge yourself further with Interact Suite SA, which allows process automation and includes a dedicated solution for surveys.
However, remember that all of this requires constant maintenance, as the market changes and customer behavior evolves. Use these tips to get started and continue exploring this universe—the possibilities are endless!
