Are You Managing the 3 Levels of Customer Experience?

[vc_row][vc_column width=”1/4″][/vc_column][vc_column width=”1/2″][vc_column_text]


[/vc_column_text][vc_column_text]It’s not enough to have a complete customer feedback system that reflects the customer experience across the organization’s touch points: branch, contact center, online and indirect brand engagement. You need to setup your approach to analyze the results and take concrete action from the feedback.

Consulting firm CFI Group found that best-in -class organizations manage customer experience at all three levels: Transactional, Tactical, and Strategic. Each level has its own cadence and tends to involve different teams within the organization.


Transactional results are immediate alerts that are triggered when a customer offers feedback at any touchpoint. Frontline individuals responsible for these interactions are able to respond rapidly to customers who require immediate feedback. Transactional alerts our tracked in the CRM (e.g., Salesforce) or in a case management system to ensure action.[/vc_column_text][/vc_column][vc_column width=”1/4″][/vc_column][/vc_row][vc_row][vc_column width=”1/6″][/vc_column][vc_column width=”2/3″][vc_single_image image=”8391″ img_size=”full” alignment=”center”][/vc_column][vc_column width=”1/6″][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][/vc_column][vc_column width=”1/2″][vc_column_text]


Tactical results are designed for middle managers seeking to maintain smooth processes. Weekly control charting on key touchpoint metrics allows managers to focus efforts only on process areas that are out of control. The goal here is to manage a system that enables staff to efficiently and effectively attend to processes that deliver value to customers.[/vc_column_text][/vc_column][vc_column width=”1/4″][/vc_column][/vc_row][vc_row][vc_column width=”1/6″][/vc_column][vc_column width=”2/3″][vc_single_image image=”8392″ img_size=”full” alignment=”center”][/vc_column][vc_column width=”1/6″][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][/vc_column][vc_column width=”1/2″][vc_column_text]


Strategic results are designed for executives analyzing the business and determining where to allocate staff, time, and investment to grow the business. The strategic level of customer feedback is where excellent measurement systems outperform simple scoring methods. Solid data modeling techniques can pinpoint areas of the business where improvements will have the greatest impact on the customer experience. Using a strategic modeling approach, executives have a system that links customer satisfaction with customer behaviors and financial outcomes.[/vc_column_text][/vc_column][vc_column width=”1/4″][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][/vc_column][vc_column width=”1/2″][vc_single_image image=”8393″ img_size=”full” alignment=”center”][/vc_column][vc_column width=”1/4″][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][/vc_column][vc_column width=”1/2″][vc_column_text]Whatever customer feedback system you are building, keep the transaction, tactical, and strategic levels in mind to effectively manage the customer experience across all touchpoints of the company.[/vc_column_text][/vc_column][vc_column width=”1/4″][/vc_column][/vc_row]