Customer Experience Management
Developing customer experience strategies, programs, and tools in line with the organization’s business strategy and objectives.
Level 1. Demonstrates introductory understanding, directing people to the appropriate source for further information.
BEHAVIORS
- Identifies emerging consumer trends and best-in-class internal and external customer experiences
- Improves loyalty scores by resolving customer service concerns at first touch.
- Develops a playbook for the customer experience team.
- Identifies how customer experience features and solutions are being utilized and how they impact customer satisfaction.
- Monitors customer service outcomes.
- Participates in customer contact requirements flow down and order planning.
QUESTIONS
- Describe a time you helped improve a customer service experience.
Probing Questions
* What part of the process were you involved in?
* What analyses were conducted?
* Who were the key stakeholders?
* How did it benefit the organization?
- Tell me about a time you planned and organized customer experience management goals and deliverables for a customer.
Probing Questions
* Describe the situation and your role.
* What goals and deliverables did you plan?
* How did you manage these goals and deliverables?
* What was the result?
Level 2. Applies the competency in common situations that present limited difficulties, working with a moderate level of guidance.
BEHAVIORS
- Identifies high impact opportunities for enhancing the customer experience.
- Regularly runs reports on the organization’s key customer loyalty drivers.
- Supports ongoing product literacy efforts to inform employees and customers about the latest customer experience innovations.
- Establishes metrics to track and measures the success of customer-centric projects.
- Provides regular competitive benchmarking and customer awareness best practices.
QUESTIONS
- Describe the customer experience management process you have used to improve customer loyalty.
Probing Questions
* What were the steps of the process?
* How did you use it?
* How did it impact the customer?
* What was the end result?
- Describe a journey map analysis you used to address a customer complaint.
Probing Questions
* How did you conduct the journey map analysis? Describe the process.
* How did you communicate the complaint resolution?
* How did the customer respond?
* What was the end result?
Level 3. Applies the competency in the full range of typical situations, requiring guidance in only the most complex or new situations.
BEHAVIORS
- Leads the development of customer research, personas and journey map to highlight challenges and opportunities.
- Provides justification for changes in the customer experience strategy based on customer loyalty analyses.
- Creates and manages internal and external awareness tactics to promote the use of self-service support tools.
- Develops an internal report distribution system to increase awareness and knowledge of customer experience and experience standards.
- Reviews and analyzes the competitive marketplace for patterns and trends and may make recommendations or adjustments to operational activities based upon identified information.
QUESTIONS
- Tell me about a situation when you recommended improvements to an existing customer experience process.
Probing Questions
* What was the situation?
* What needed to be changed?
* How did you evaluate the potential success of your recommendations?
* What did you learn from it?
- Describe a time where your organization's customer experience process was not working.
Probing Questions
* What were the circumstances?
* What did you do that was different?
* How did this workout?
* What did you learn from it?
Level 4. Applies the competency in new or complex situations and advises others.
BEHAVIORS
- Interprets the user journey to better understand and improve the customer experience with high-quality digital engagements and touchpoints that move consumers down the funnel to increase conversions.
- Leads the development of appropriate customer feedback management capabilities and practices.
- Coaches cross-functional teams on loyalty, trends in the reward and engagement industry, benchmarks, business models, and best practices in the various channel and consumer industries.
- Assesses customer experience measurement practices to understand the current state and identifies opportunities for improvement.
- Establishes organization-wide alignment on best practices for cultivating a dynamic customer experience.
QUESTIONS
- Describe a time you realized the normal customer experience process would not work for a particular customer.
Probing Questions
* What was the circumstance?
* How did you adjust/adapt the process?
* What was the result?
* What did you learn from it?
- Tell me about a time you anticipated a customer experience issue, assessed the impact on the organization and presented a plan to act on the issue resolution.
Probing Questions
* What was the issue and how did you recognize it?
* What was the potential impact on the organization?
* When did you decide to act on your findings?
* What plan did you present to the organization? Was your plan implemented?
Level 5. Develops new approaches and methods in the area. Is recognized as an expert within the organization.
BEHAVIORS
- Builds strategy regarding third-party vendor management and develops plans to improve business spend.
- Partners with the executive leadership team and other stakeholders to analyze, design, document and communicate the strategic plan for improving the customer experience, including multi-channel, experience, service design, marketing, messaging/communications, and overall tactical operations implementation of that plan.
- Develops, standardizes, and improves required customer care processes and procedures with a continuous effort to increase productivity and drive customer satisfaction.
- Leads the implementation and measurement of the marketing mix, multi-channels, key performance indicators, reach and ROI on all marketing, outreach, and service activities that produce growth, better customer service, increased brand equity, and overall positioning and awareness.
- Champions customer experience as a key business activity across all levels of the organization.
QUESTIONS
- Describe a situation where you developed a customer experience process for an organization that had none.
Probing Questions
* What approach did you follow?
* Who did you involve?
* How effective/efficient was this process?
* How was the process received?
- Describe a situation in which you were responsible for teaching or mentoring junior staff on an organization's customer experience process.
Probing Questions
* How did you go about this?
* How did you determine if they were using the process effectively?
* How did you evaluate the implementation of the customer experience process?
* What did you learn from the process?