Customer experience is the predominant service that any industry focuses on. It is important to manage customer satisfaction during all stages of the sales process– from pre-purchase, to consumption, to post purchase.
Why is customer experience so important for businesses? Customer experience, also called CX, is very important to your business as it projects the holistic behavioral perception of customer’s experience with your brand or business.
Regardless of the type of business or service, your company needs to be focused on delivering a world-class service experience for your customer, and build their brand on quality and customer satisfaction. If customers aren’t satisfied with the service they receive, your product can be a complete and utter failure– no matter how useful or high-quality it might be.
So, how the customer feels and how delightful their experiences are is more vital than the actual image of the product/service. The better their experience, the more positive their reviews will be, and the better your company’s brand will seem.
If your customers are happy and if their experiences are delightful, how will it benefit your business? It will improve customer satisfaction, earn customers’ loyalty, and make their experience with the company a word-of-mouth marketing campaign.
In order to attain such customer satisfaction, you need to direct your brand and business with the strategic planning and result oriented framework. OKRs have been widely used by top companies around the world to drive their employee and company performance with ambitious goals or objectives and closely-tracked key results. This goal-setting framework helps you to build your team objective and key results that can help your team deliver a world-class customer experience.
Let’s take a look at some examples of how customer experience teams use OKRs to bring their service and brand to the next level:
Description : This objective is built with an idea to enhance the on-boarding experience of the users, and it is supported by three key results that are framed to decrease onboarding time, increase the number of users by encouraging them to complete onboarding in first attempt and finally increase the number of blogs and tutorials pop-ups related to onboarding.
#1: Customer Support Department
Objective
Improve the user on-boarding process
Target Date: Annual-2021
Visibility: All Employees
Key Results
Decrease average time to complete onboarding from 20 mins to 5 mins
Average time to onboard an employeeIncrease no. of users who complete on-boarding in first attempt from 60% to 95%
Number of signupsDevelop five blogs and pop-up tutorials related to on-boarding from 5 to 15
Number of blogsDescription : The objective to improve customer experience has three key results that would significantly augment the customer support experience by resolving more number of tickets daily, by decreasing escalation and production issues, and by decreasing the average time to respond for queries via email and chats.
#2: Customer Support Department
Objective
Awesome customer support experience
Target Date: Annual-2021
Visibility: All Employees
Key Results
Increase tickets resolved per employee per day from 50 to 70
Number of ticket resolvedDecrease average waiting time for customers on support chat from 3 mins to 1 min
Average waiting timeDecrease average time to respond to email queries from 4 hours to 1 hour
Average time to respond to email queriesDescription : Another important objective would be delivering personalized customer experience with three supporting key results that would increase the number of personalized new product offers, maintain atleast 2 personal wishes and 1 free training session customer per month.
#3: Customer Support Department
Objective
Deliver personalized customer experience
Target Date: Annual-2021
Visibility: All Employees
Key Results
Increase number of personalized new product offers per quarter from 0 to 2
Number of Personalized product offersDeliver at least 2 personal wishes per customer per quarter
Personal wishesOffer 1 personalized email newsletter per month
Email newsletter per monthOffer atleast 1 personalized training programme per month per customer
Training programme per monthDescription: With the objective Improve Customer support technical infrastructure for better customer response times you can plan to hit on your targets by framing key results like decreasing average response time for customers in phone, decreasing average resolution time for customers in L1 and L2 issues support, and achieving 80% audit score on customer support.
#4: Customer Success Department
Objective
Improve Customer support technical infrastructure for better customer response times
Target Date: Annual-2021
Visibility: All Employees
Key Results
Achieve score of atleast 80% on audit of customer support technical infrastructure
Audit scoreDecrease average response time for customers contacting via phone from 15 minutes to 5 mins
Average response timeDecrease average resolution time for customers from 120 mins to 30 mins for L1 and L2 issues
Average resolution timeDecrease Average response time for customers contacting via chat from 60 secs to 20 secs
Average first response timeDescription : This objective is to receive an incredible positive feedback from customers on their experience and can be made more effective by framing key results that would increase net promoter score, increase positive mentions from customers on social media and finally the key result that would increase the number of reviews in the online platform.
#5: Customer Success Department
Objective
Receive incredible positive feedback from customers on their experience
Target Date: Annual-2021
Visibility: All Employees
Key Results
Increase net promoter score from 5 to 8
Net promoter score(NPS)Increase positive mentions from customer on social media from 31 to 45
Number of Positive mentions on social mediaIncrease number of reviews in the online platform (Capterra, G2) from 30 to 45
Number of reviewsDescription : The customer success department can think of generating objectives that would increase the number of referenceable customers in all areas and this can be supported by key results that increase the customer success stories, increases referenceable customers in top countries across the geography.
#6: Customer Success Department
Objective
Increase number of referenceable customers in all geographies
Target Date: Annual-2021
Visibility: All Employees
Key Results
Increase customer success stories to distribute company-wide from 5 to 15
Number of customer success storiesIncrease referenceable customers in APAC from 25 to 50
Number of referenceable customersIncrease referenceable customers in US/ LATAM from 50 to 80
Number of referenceable customersDescription : The objective of creating a high-performing customer success team can be supported by some of the effective key results that help in completing cultural training quizzes, create monthly champion programs and increase customer success consultants certified in atleast 2 products.
#7: Customer Success Department
Objective
Create a high-performing customer success team
Target Date: Annual-2021
Visibility: All Employees
Key Results
Achieve 95% pass-rate in monthly cultural training quizzes
Pass-rateCreate customer-success monthly champion program
Monthly champion programIncrease customer success consultants certified in at least 2 products from 50% to 80%
Number of certified consultantsDescription : While you plan to launch a coaching program for customers, frame key results that guide you to create OKR Foundation certified customers, that increase the training videos and produce certified OKR Champions.
#8: Customer Success Department
Objective
Launch coaching program for customers
Target Date: Annual-2021
Visibility: All Employees
Key Results
Produce 100 OKR Foundation certified customers
Number of Certified customersIncrease training videos from 20 to 45
Number of content videosProduce 5 certified OKR Champions
Number of OKR championsDescription : If you want to support your customer success department team with an objective to deliver instant chat support, try to increase thumbs up rate, try to maintain or lessen the thumbs down rate and try to decrease the number of missed chats count.
#9: Customer Success Department
Objective
Deliver Instant Chat Support
Target Date: Annual-2021
Visibility: All Employees
Key Results
Maintain at least 65.00% thumbs up rate from customer support chats
Thumbs upMaintain 2.00% or less Thumbs Down Rate from online customer support chats
Thumbs downDecrease missed chats count from 1.00% to 0.00%
Number of missed chatsDescription : If you wish to work on your target to launch an engaging educational series for people to get started, support your goal with key results that would increase completion rate of video series rate, increase open rate emails for the monthly emails that we send and increase the number of delivery of thought leadership and OKR blogs.
#10: Customer Success Department
Objective
Launch an engaging educational series for people to get started easily
Target Date: Annual-2021
Visibility: All Employees
Key Results
Achieve 80% completion rate on beginners’ video series
Completion rateIncrease open rate of monthly emails on what’s new in blogs, Youtube and posts from 35% to 60%
Open rate emailsIncrease thought leadership & OKR blogs from 2 to 10
Number of blogsConclusion
Customer experience is an area that needs constant nurturing and care. With a greater focus and loyalty on customer experience strategy, companies will see a positive impact on customer satisfaction, higher retention rates, and increased revenue growth in their products.