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The Multiple Dimensions of Customer Experience

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A customer experience is more than when the customer makes a purchase or closes a deal. The TM Forum article Journey to the Core of Customer Centricity, authored by Nancee Ruzicka and published in 2017, defines the customer experience as a “big picture” of a multidimensional journey.

In a digital world, every user is connected, and the resultant experience determines the value of a service – and affects revenue, costs, and reputation. Every customer journey is made up of a complex series of interactions with individuals, technology, and automation. Each of these episodes contributes to the overall customer experience and impacts the quality of service delivered by the communications service provider (CSP) and its brand.

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During our quest to understand our customers’ experiences, we realized we need to dig deep into our organization’s culture and practices and understand the human needs of those we serve. Here are three steps to consider when starting such an initiative:

Step 1 – Benchmark

Now, benchmarking is not new, but we decided to stretch our perspective and benchmark against industries that excelled in delighting their customers. This required us to research places that had little to do with our core mission but everything to do with understanding the needs of those that we serve.

Step 2 – Ask Your Customer

We quickly realized that we had customers whose experiences we influenced in many ways and at several touch-points throughout their customer journey. After the process was mapped out, it became clear that customer-centricity requires collaboration, dialogue, and trust.

Step 3 – Metrics That Matter

The third and most interesting step is to gain clarity on which customer experience metrics work best for your organization.

This is a crucial step in gaining momentum – obtain leadership buy-in and alignment with your team. Everyone’s role on the team is critical, but we often do not set time to discuss how individual work impacts the overall customer experience.

These three steps provide a more robust understanding of the customer experience dimension and can lead to actionable insights.

Understanding customer experience requires analyzing data accumulated about a customer’s reaction to anything they are experiencing as the journey unfolds. The process can be overwhelming at times, but the results can shift your organization’s culture in the right direction and deepen your connection with your customer.

Customer Service

Author

Lauren Engle

Ms. Lauren Engle is a dedicated workforce development professional with over 13 years of managing and leading command-wide programs that support employee lifecycles in the Department of the Navy. Ms. Engle is the Deputy Director of the Navy Acquisition Career Center (NACC) located in Mechanicsburg, PA. She is responsible for providing the Department of the Navy Acquisition Enterprise with the workforce development tools and programs that enable the delivery of the products and services required by the Warfighter. In addition, as the NACC’s Acquisition Workforce Programs Division Head, she oversees the facilitation of acquisition training, education, and certification requirements for the Acquisition Workforce.

Throughout her tenure, Ms. Engle’s skill in building coalitions with multiple stakeholders led to the creation of a NACC culture initiative focused on providing meaningful connections between NACC employees and those they serve. In addition, Ms. Engle led the development of a NAVSUP Enterprise acquisition organizational structure, including a board of executive advisors for the NAVSUP Vice Commander. Her strategic initiatives led to NAVSUP’s highest compliance rates in regard to professional certification, hiring allocations, and budget execution.

With her passion for helping people and organizations thrive, Ms. Engle served as the chair of the Cultural Awareness and Diversity Committee. Ms. Engle also served on the Corporate Culture Committee and co-developed several key initiatives to ensure employees felt valued, respected, and heard. She was selected by senior leadership to share the organization’s mission and vision at the largest maritime exposition in the United States and was also selected as co-chair of the Combined Federal Campaign, the world’s largest and most successful annual workplace charity campaign to promote philanthropy.

Ms. Engle holds a master’s degree in Training and Development from The Pennsylvania State University and a bachelor’s degree in Psychology from Lebanon Valley College. Ms. Engle was honored with a Navy Meritorious Civilian Service Award for her storytelling abilities and human-centric approach to communication.

Connect with Lauren on LinkedIn.

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