Christina Garnett, EMBA

Look beyond NPS and CSAT to truly understand your customers' experiences. Talk to them, utilize social listening to see what conversations are being had around you and your niche. Look at qualitative data as much as you look at quantitative data to get to the why behind your customers' behaviors.

You have to have a curious spirit and not be afraid to deep dive into customer journeys, feedback, and have an analytical eye over the entire experience. If you are empathetic and truly care about the customer experience, you will find that you naturally focus and take action to improve the experience. Your customers can tell when you are going through the motions vs wanting them to have a great experience.

Understand the customer and their needs. Let this guide you through what innovation is necessary vs what is trendy and shiny. You need to know what needs to prioritize on and not let the attraction of something new deter you from taking care of your customers. Many companies have fallen into the trap of letting trends dictate their direction vs their customers. Be customer-centric and let their feedback and customer journey guide you as you choose what needs to be transformative.

Before you provide resources, you need to consider two things. - What skills or knowledge do they need to acquire? If you just share resources with your team and expect them to pick it up, it could leave them feeling like it's just extra work. - Learning style. While some of your team may do better with books or webinars, others may need hands on learning opportunities. You can't expect customer experience teams to create personalized and special experiences if you don't do that for them and their learning opportunities.

Listen. Customer want to be heard and seen. Empathy. Take time to address the problems they're having and be empathetic. Transparency. If the customer has had a bad experience, be clear that this isn't what you want them to experience and provide them with a resolution and the next steps that will be taken to resolve the situation.

First audit the current work that is being done and asked of the team. What is the overall goal for this team to accomplish using social? Determine the current scope of work and what is taking the most amount of time to accomplish and create processes where possible to expedite the steps. Do you need an escalation process? Do you need a different tool to help offer more automated help? Are you understaffed? Is the CX team doing more than just CX work through social? Once you have determined all of this, craft a new strategy that prioritizes the work that needs to get done and has a clear path for how to do this in a more systematic way.