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When it comes to recovery, involving consumers and embedding their feedback can be key to success. Don't be afraid to ask customers for their feedback: you can do it by running focus groups and administering surveys. Also, when you design the recovery, don't forget to include employees in the process, understanding how they influence the customer experience.

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Mapping and re-designing Customer and Employee Experience

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It is very likely that with your business adopting new processes the customer's and employee's experience will change. Understanding touchpoints is critical to ensure the best possible outcomes for everyone.

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Employee satisfaction reflects on customer experience: motivated and engaged employees avail customer experience; frustrated employees will lead to a bad customer experience. Mapping out customer-employees interactions and emotions in a "journey" will help design experiences that connect with your internal teams and people to drive satisfaction, engagement and retention.

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Map the customer journey:

• Conduct customer research, e.g. survey.

• Identify the actions they take;

• Identify key interactions;

• Identify emotions and feelings.

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Map the employee journey:

• Identify internal processes: which steps are taken to support customers?

• Identify teams and groups: who is engaged in delivering the experience?

• Identify tools and systems: which ones are used to deliver the experience?

• Identify emotions: which attitudes and emotions does the journey evokes?

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Identify moments of truth across journeys:

• Identify pivotal moments: find out what leaves lasting positive or negative impressions on customers and employees.

• Identify issues and opportunities: fix potential issues and create opportunities to drive loyalty and advocacy.

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Use HMW (How Might We) questions:

• Use these questions to generate ideas and encourage collaboration with others to find practical solutions.

• Re-design both customers and employees journeys: fix issues and implement ideas across both journeys.

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To work more in depth on the mapping of the customer and employee experience, you can use the template below 👇

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Surveys and Consumer Research

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Asking consumers, again and again, is a principle that every business should embed in their routine: unbiased and honest customers feedback is often the most valuable. The best way to gather this feedback is by developing and administering surveys.

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Surveys can be developed with different aims: understanding the customer's journey, preferences, attitudes, behaviours and satisfaction.

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We have experimented with surveys a lot, with different formats, channels, types and audiences. Yet the process remains the same and includes the following 6 steps:

1. Define research question and objectives - Think about what you are trying to find out.
2. Identify who you will be surveying - Identify consumers who can help you answer your question
3. Design and test - Format, structure and layout. Review internally. Incorporate feedback.
4. Choose sample of respondents - Choose the number of respondents within each group
5. Administer the survey - Make sure to have a high response rate for each segment.
6. Analyse data - Compare survey findings in line with the objectives stated in the survey

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To help you develop better surveys check out our template below 👇

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