Only by truly understanding what your customers want, sorting out the complete customer journey and providing them with an impressive customer experience at every contact point that interacts with customers, that is, we are talking about having a definite goal.
Let's take the catering industry as an example to talk about how to improve customer satisfaction:
The catering industry has distinct service attributes, and there are many factors that affect customer loyalty and turnover rate. The management of customer experience is a systematic project, which needs to integrate the changes of customer's mind, behavior and consumption. However, traditional market research can only reflect the problems in a certain time segment, and the research content is relatively fragmented. Therefore, in order to maximize the value of research in customer experience management, a corresponding research system is needed as an aid and support. Based on the digitalization of experience, reshape the "dining journey"
Taking a multinational chain catering enterprise in Beishi as an example, combined with the operating status of 3,511 stores in China
The first step is to build a customer experience management system for it based on NPS index.
the project aims at comprehensively examining the customer experience of the store, reorganizing the dining scene, including in-house dining, take-out and take-out scenes into the NPS research scene, and redrawing the main "dining journey" covering self-service ordering, counter ordering and online and offline selling orders (take-out platform ordering, small program ordering, etc.). In the research scheme, in order to obtain more accurate customer portraits, it is the best option to conduct research on all customers who eat. Taking payment as the contact point and pushing online questionnaires to all store customers has become the best solution. In the way of reaching, combined with many "dining journeys" such as self-service ordering, counter ordering and online ordering, NPS survey questionnaires were actively pushed to customers from Alipay life number, WeChat WeChat official account, applets and other channels, providing a fast channel for customers to feedback their dining experience and evaluate the quality of dishes.
▲ Multi-channel reach mode
Step 2, collect customer feedback with online research as the means and payment as the contact
With online research as the means and payment as the contact, It is possible to realize the unified management of customer experience for cross-regional and multi-store catering enterprises:
▲ Cross-regional and multi-store customer experience management
Systematic research methods effectively shorten the research cycle, solve the time and regional limitations of customer experience management of this chain catering brand, and achieve a significant increase in the daily average number of questionnaires.
The third step is to solve the problems one by one.
The continuous NPS research has accumulated a large amount of first-hand customer experience data, which not only helps to continuously refine the brand's customer portrait for differentiated marketing and operation; But also make the optimization and rectification of services and products more timely and more directional.
since the project was implemented for three years, the customer NPS index has increased by 25% and the customer satisfaction index has increased by 12%.
based on the system capability, Beishi will play a continuous role, realize the combination of research information and system information, and the combination of objective behavior and subjective attitude, so as to create a virtuous circle of interactive growth of experience-behavior, and build a research model system and a customer experience management system suitable for the era of experience economy.