Beyond surveys. Enhancing Customer Experience with the Channel Matrix.
Oct 26, 2015
If your organization has made customer experience (CX) a priority, it’s likely you are running a customer survey. And if you’re running a survey, you’re also likely taking the customer data from the survey to improve the customer experience. Maybe you’re even using the customer data to improve the internal business processes to better meet the needs of the customer. All of these tactics are critical components of a successful CX program. However, it’s important to acknowledge that customer surveys and Voice of Customer (VoC) programs are only one-tenth of a comprehensive CX program.
When CX budgets are tapped due to large investments in tools, software, and staff to support the CX goals or your yearly budget is already set for the year, you might be thinking that expanding your CX program is not in the cards.
While working with clients in the same predicament, we developed a free tool that will reveal new areas of opportunity for engaging with customers and can help to increase the customer experience.
The Channel Matrix (seen below in Figure 1) is a simple yet effective tool for visualizing the many ways to engage with the customer along any marketing/engagement channel and across your specific customer journey.
So, while surveys are great for capturing insights and showing the customers you care about them and their success, there are dozens of other ways to engage with customers, at whatever stage they’re at, to show them you’re there for them and you care about them and their experience with your company.
Take for instance a possible customer that is just becoming aware of their need for your product or service. You can work cross departmentally to produce specific online ads, a direct mail campaign, influencer outreach through blogs, events or webinar content that introduces your company and how your product/service will meet their needs.
The Channel Matrix is best used when you want to understand the necessary types of communication or engagement with the customer within any channel and at any point along the customer journey phases. The customer journey phases will likely vary for your company and the channels will vary depending on your target audience(s).
The overall advantages of the Channel Matrix include the following:
- It simplifies many areas of engagement into one document. The matrix allows for you to see any possible points of engagement with the customer along the customer journey.
- It broadens the view of the customer experience so that you can evaluate optimal points of potential engagement.
- It expands the understanding of interconnections across channels allowing you to better empathize with how customers really engage with your content across variable media.
- It reveals holes and new opportunities for engagement with customers as well as opportunity for cross-departmental CX delivery.
- It supplements your editorial calendar allowing you and your teams to collaboratively plan for increasing levels of omni-channel engagement over time.
So, how do you get started? Determine your journey phases and include them across the top row. Then pick a channel and start filling in the ways in which you can engage with the customer within that channel at that particular point along the customer journey. Once you go through the entire channel then move onto another channel. Pull in colleagues in specific channels to help fill in the areas/actions of customer engagement. Soon you will have a comprehensive Channel Matrix and dozens of new ways to engage your customers and enhance the customer experience. To increase its effectiveness and enhance cross-departmental collaboration, drop the outline into a Google Spreadsheet and share it out.
Upcoming Webinar on CX:
For banks and financial institutions, customer experience is a hot topic. Join us for our webinar on November 13th as we discuss how successfully implemented CX programs can help your organization.