In my last few posts, I’ve recapped some lessons shared by Choctaw Nation and Discount Tire, two out of three clients who participated in InMoment’s latest webinar. The third client participant was Tony Roma’s, and they had an equally valuable lesson to share for anyone focusing on CX: Stay focused on what matters to your consumer.
Though this may seem to be a basic component of CX (we all want to satisfy our customers), it can be a bit more complicated to maintain focus. Let me explain why. When we have a customer experience focus, we want to find out why customers choose our organization or what the differentiators are for our organization.
Pulling such insights from customer data can be a difficult process in itself, but an additional difficulty comes afterwards, when an organization can get distracted in a well-meaning attempt to offer more and more value to customers. But what if all that extra value isn’t focused on what your customer really wants? Then you’ve done all this work on areas that will not further your CX goals.
This is such a disappointing place to be, and I would venture to say that every professional wants to avoid wasting resources at all costs. Ultimately, keeping a consistent focus on what matters to your customers is vital to the effectiveness of your program.
In the Three Things I Wish I Would Have Known When Starting/Growing a CX Program webinar, the chief marketing officer for Romacorp, Inc., Jim Rogers, went over this issue, and shared with us a couple of the methods Tony Roma’s used to find out what matters to its customers and stay focused. I’ll be sharing those with you in my post today!
1. Streamline Questions and Standards
Consistency is key in customer experience, and Tony Roma’s stayed true to that principle with its efforts to streamline survey questions and standards company-wide. The goal of this method was to re-architect the program to focus on deeper customer understanding.As part of this process, decision makers made sure each question had a clear, focused purpose and was consistent across borders. This meant translating each question into the seven different languages they serve! They also ensured that they had solid standards for incentives, reporting, and follow-up all across the globe.
2. Re-Educate Globally
The next step was to re-educate the global organization on Tony Roma’s CX platform. They took measures to be sure that this education was consistent in every restaurant, everywhere. They made sure that all employees were aware of tool-specific standards and goals at the restaurant, country, and regional level. Additionally, employees knew that their results and responses to customer complaints were being monitored according to these standards.A few of the specific methods they used to get these points across were presentations at its global conference, sharing system results across the organization, and sending 24-, 48-, and 72-hour notices for customer complaints with follow-up from regional operations heads. This helped to increase employee focus and attention on customer experience and what really matters to their customers.
Customer experience is vital to any business, and it requires hard work and consistency. If you maintain focus and keep listening, all your hard work will pay off and customers will keep coming back for more.