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Mennie | unsplash
One of the biggest goals that I see companies set is reducing customer churn. Considering that itâs far cheaper to keep existing customers than to acquire new ones, the goal makes sense. Experience programs are powerful tools when it comes to reducing churn, but much like everything else having to do with experience improvement (XI), they require continuous effort and fine tuning if brands want to reduce churn.
You May Be Hearing, But Are You Listening?
Hearing your customers and listening to them are two different things. Itâs easy to set up a listening post on social media or another channel, but quite another to gather feedback, internalize it and put it toward transformative change. This also means truly listening to both solicited and unsolicited feedback, as well as both structured and unstructured data.