Martechvibe spoke to Abdulaziz Alshamsan, Founder & CEO of CXKSA, and the Former Executive Director General – Customer Experience, Ministry of Human Resources and Social Development, KSA, about what it takes to help decision-makers make the right decision at the right time.
Customer feedback is essential to improve product quality, says Abdulaziz Alshamsan. Ahead of his session at CX NXT – the customer experience summit taking place in the Kingdom of Saudi Arabia on March 14-15, 2023, he spoke about CX strategies, metrics and negative CX.
Excerpts from the interview;
How is the CX journey defined in your organisation?
We focus on our customers, it is part of our customer-centricity plan. Understanding our customers is the key to defining and designing an extraordinary journey. We start with understanding the (as-is) situation and then map the channels where customers will interact with us. The journey is defined as “every interaction across all customer touchpoints with the company”. This is the simple definition.
How are you measuring CX, and its feedback on your current CX strategies?
Customer feedback is essential to improve product quality. However, we must ensure we capture all aspects of the journey across all touchpoints. The CSAT is a standard indicator for us. But it gives you the emotional side of the story. We need to use multiple indicators to capture a different side of the story. CX Index is a more critical and complex indicator.
There are many methodologies to measure the CX index. Organisations need to adopt one that covers multiple levels of the journey. The analysis is essential to develop insights that can help decision-makers improve the quality. A governance model must be implemented to ensure the complete cycle continues.
How do you determine the impact of customers’ emotions on the ongoing CX strategies?
A CX strategy without KPIs could go into a dark tunnel. So, it is crucial to design a CX strategy with clear initiatives and KPIs. One of the initiatives is the measurement process. Continuous measurement and improvement help decision-makers take the right decision at the right time, and prevent the organisation from going in the wrong direction. To determine the impact, we should measure our initiatives and make sure we succeed in implementing great CX transformation.
How can brands deal with negative CX?
Negative CX negatively impacts brand reputation in the short and long-term. Therefore, brand ambassadors must work closely with the CX team to improve customer experience. However, the CX team must have the brand index under their radar as one part of the KPIs.
If CX doesn’t improve the brand, something needs to be fixed. A corporate brand campaign can only improve customer feedback in the short-term. CX must step in, and do whatever is required to support the brand. On the other hand, if you have an outstanding customer experience, you should communicate it to your audience. Make them know that you differentiate your brand with excellent service. This increases trust and loyalty.
What can delegates expect from your presentation at CX NXT?
I will discuss how to implement a good transformation programme, and introduce customer experience within your organisation.
CX NXT 2023, organised by Martechvibe, will take place in the Kingdom of Saudi Arabia (KSA) on March 14-15, 2023 in association with The Saudi Customer Experience Association. It will follow a conference-workshop format.
For more information and registration, visit cx-nxt.