How Can You Improve Customer Experience? There are 3 levels of customer experience improvement: resolve the instance, prevent recurrence, and prevent occurrence.

1) Listen to customers. What’s costing them the most worry, time, and money? These are your top improvement priorities.

2) For greater clarity, ask customers to rate various aspects of their realities with your solution, plus an overall loyalty question.

a) Then conduct a correlation analysis to identify which CX aspect is strongly correlated with overall loyalty.
b) Next, conduct a Pareto analysis to identify which subthemes of that CX aspect are the vital few contributors to customers’ grief.
c) Then conduct a 5-why’s analysis to identify the root cause of the vital few subthemes. Make a plan to prevent the root cause!
d) Maintain high visibility of each action plan: review in staff meetings, ops reviews, senior execs’ preparation for analyst calls, etc.

You may find this recipe sufficient for driving significant changes and CX ROI. Journey mapping is optional, not required.

Customer experience improvement is the heart of customer experience ROI. Directional correctness is typically sufficient. Emphasize prevention of root causes, rather than quick fixes or analysis paralysis.

See also: Customer Experience Playbook