Introducing CEEP: MONITRR’s Customer Experience Excellence Programme
In competitive marketplaces, the importance of customer experience cannot be overstated. It is a pivotal factor directly impacting a company’s long-term success. Excellent customer experience fosters loyalty, encourages repeat purchases, and drives word-of-mouth referrals, expanding the customer base. Happy customers are also more forgiving of occasional mishaps and remain loyal in challenging economic times. Investing in customer experience programmes helps better understand customer needs, preferences, pain points and improvement opportunities. Ultimately, placing a strong emphasis on customer experience cultivates a brand’s reputation, and fosters trust and a customer-centric approach.
Execution of a customer experience programme is relatively easy when you have a single outlet, but how do you grapple with a distribution network of 100 or 1,000 outlets? How do you determine what best practice looks and feels like to those outlets delivering the service? How do you improve the customer experience across all outlets? How can you deliver a customer experience programme without breaking the bank?
In our experience supporting network improvement for leading brands across the globe, often, a small contingent of outlets in a network have figured out what an excellent customer experience is. Organisation size, location and geographic favouritism are less important than what the outlets do, when, and how. They present a template for best operating practices that could dramatically improve a brand’s performance if replicated across the entire network. Simply put, the network will sell more products to more customers, more frequently, in higher volumes and more profitably. What’s not to like?
Introducing MONITRR CEEP
With the creation of the Customer Experience Excellence Programme (CEEP), MONITRR has created a new way of improving network performance. Taking a more holistic approach to measured improvement, it measures the following:
Best Practices – enabling the brand to assess how the Outlet delivers the customer experience based on what the top-performing outlets do/don’t do.
Net Promoter Score – enabling customers to provide real-time feedback on their perceptions, likes/dislikes/improvements.
Key Performance Indicators – measuring outlet performance over time and relative to the commercial objectives and the wider network.
Sustainable network improvement originates from small, purposeful, incremental improvements to which individual outlets can relate in a practical way. When this is compounded by honest customer feedback, outlets want to improve their working practices: to be the best at what they do. Setting higher performance levels is a natural consequence of this thinking, so the catalyst for change is knowing what and where to improve. This starts the improvement cycle: plan, do, study and act.
In conclusion…
Measuring customer satisfaction is necessary but provides limited network-wide improvement momentum in isolation. Supporting the brand’s network to deliver excellent customer experiences is critical, and in an environment where network field teams have become marginalised, blending new technology and new thinking affords a new approach.