Transform Your Customer Experience Outside-In & Inside-Out

We believe the work of customer experience transformation is concurrently outside-in and inside-out.

Delight Your Customers
Measure Your Performance
Develop Your Team
Simplify Your Process
Align Your Leadership

Let’s explore why that approach is vital to your successful customer experience transformation.

Let’s Talk About Your Customer Experience

Customer Experience Transformation Framework

Delight Your Customers to Transform Your Customer Experience

If you are going to delight your customers, you better find out exactly what delights them. That’s why you start the transformation of your customer experience working outside-in.

Although you must learn your customer’s needs, wants and expectations, you need to go further to discover not just what they think about your products and services, but more importantly how they feel about every moment of truth they have with your business.

How will you learn how your customers feel? You need to ask them, then listen very closely to their answers.

Get ready to start continuously surveying and interviewing your customers through a variety of quantitative and qualitative research.

Don’t be surprised if your customers don’t tell you exactly how they feel. They may be unable to communicate their feelings and they may also be unwilling to tell you until you have earned their trust.

Commit to asking your customers how they feel anyhow, then bring those insights into your company’s consciousness.

Align Your Leadership to Transform Your Customer Experience

As you deepen your understanding of your customer’s feelings about your business, you need to concurrently begin working inside-out.

Where do you start? You start by aligning your leadership team to transform your customer experience.

You will need to be on the lookout for any of your leaders who have not embraced your vision for your future experience. If any of your leaders are not setting the right tone or fail to “walk the talk” of customer experience, you need to address those issues immediately.

In the same way your customers are evaluating your business at each moment of truth, your team members will be watching and listening to your leaders at each moment of truth as well.

Make sure you and all of your leaders are “singing from the same customer experience hymnbook!”

Align Your Leadership to Transform Your Customer Experience

Measure Your Performance to Transform Your Customer Experience

The next step in transforming your customer experience is measuring your performance.

You need to gather both quantitative and qualitative data and measure both your customer metrics and company metrics.

Quantitative: repeat purchases, # of complaints, # of referrals, loyalty program purchases, customer service calls and customer churn rate.
Qualitative: customer surveys, focus groups, Net Promoter Score (NPS), Customer Effort (CES), Customer Satisfaction (CSAT) and sentiment analysis.

Of course measuring your customer experience performance is just a start.

You need to take action on what you learn and create a data-driven culture to delight your customers.

Simplify Your Processes to Transform Your Customer Experience

Up next in your customer experience transformation journey is continuously simplifying your processes.

You simply must start with the belief that superior customer experience is not the absence of defects as defined by management, but the presence of value as defined by customers.

The standard of customer experience excellence is reaching for the third ring, where your processes serve delighting your customers by impacting how they feel about your business.

One of the benefits of simplifying your processes is the opportunity to lean into allowing your customers to experience flawless self-service.

When you achieve that level of process simplification, you can see your customer service costs reduced by 33%.

Simplify Your Process to Transform Your Customer Experience

Develop Your Team to Transform Your Customer Experience

Where outside-in and inside-out customer experience come together is the development of your team.

We’re not talking about only your customer service team.

We’re talking about everyone in your business developing a customer experience mindset and doing whatever it takes to delight your customers.

This demands more than their basic knowledge, skills and abilities, but also the development of their intellect and reasoning skills (IQ) as well as their emotional intelligence (EQ).

As you can see, the work of customer experience transformation is concurrently outside-in and inside-out.