onboarding research - research techniques to track effectiveness of stabilizing new customer...
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Kinesis CEM, LLC
Onboarding Research: Research Techniques to Track Effectiveness of Stabilizing New Customer Relationships
https://blog.kinesis-cem.com/2015/05/12/onboarding-research-research-techniques-to-track-effectiveness-of-stabilizing-new-customer-relationships/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at [email protected].
http://www.kinesis-cem.com
kinesis-cem.com 206.285.2900 [email protected]
Onboarding Research:Research Techniques to Track Effectiveness of Stabilizing New Customer Relationships
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New Customers = High Risk of Defection
Stabilizing Interactions Promote Customer
Retention
Stabilizing Customer
Interactions
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Systematic Education to:
-Set Expectations
-Inform How to Use Services
Stabilizing Customer
Interactions
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Part of this systematic approach to create stabilizing service encounters is to measure the efficacy of customer
experience at all stages of this stabilizing process.
Onboarding Research
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Define the Process:
What types of stabilizing experiences do you expect from initial purchase and beyond?
OnboardingResearch
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Measure the Onboarding Process by
Auditing the Performance of the
Process and its Influence on the
Customer Relationship
Onboarding Research
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Efficacy of Sales Process
Audit Specific Onboarding Events at Discrete Time Periods
Mystery Shopping
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Evaluate the Effectivenessof Onboarding in Terms of Stabilizing the Customer
Relationship
At Distinct Intervals after Customer Acquisition
Customer Perspective
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Use 3 Loyalty Benchmarks to Gauge Effectiveness of Onboarding:
- Would Recommend-Customer Advocacy
-Primary Provider
Customer Perspective
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The likelihood of the customer recommending the brand to a friend, relative or colleague.
Would Recommend
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The extent to which the customer agrees with the statement, “you
care about me, not just the bottom line?”
Customer Advocacy
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Does the customer consider the branch
their primary provider for similar
services?
Customer Advocacy