Firms want a competitive edge and are looking to their customer experience metrics as a strategic way to get it. Providing a great customer experience creates a customer-centric environment where customers are not only satisfied – they are so pleased, they become a team of brand advocates who can help differentiate your company from your competitors.
That’s why customer experience has been a major focus in many companies this year. In fact, of the 118 customer experience professionals surveyed in a 2011 Forrester Research Panel, 86% said that customer experience is one of their company’s top priorities. Of those, most (76%) are striving for differentiation in the industry. Having customer experience and voice of customer programs in place to measure customer experience, like Net Promoter programs, are a must for companies who seek differentiation. These programs and their metrics are designed to help identify your happiest customers so you can leverage their advocacy with prospects during the sales process.
Where the rubber meets the road is what companies DO with customer experience metrics. It is smartly using metrics, like Net Promoter Scores, that gives them the upper hand with prospects. RO Innovation has worked with some big-name companies, like Philips, to leverage their Net Promoter scores in conjunction with customer reference technology to mobilize customer advocates and maximize differentiation in the industry with customers’ positive testimony. By incorporating customer experience scores into Philips’ customer reference program, the company has set themselves apart by:
- Increasing credibility with prospects
- Presenting a more meaningful message, because it was coming from their prospect’s peers and not from the company’s marketing department
- Discovering new customer advocates to include in their customer reference program
- Tracking the customer’s impact on closing sales and contribution to bottom-line ROI
As customers become more important than ever in setting you apart from the competition, are you showing up ill-prepared for the fight? Our team of experts is happy to share our ideas, insights and solutions to help you best leverage your customer advocates, Net Promoter, or other voice of customer plan in your customer reference program. Tell us more about your company’s goals today.