The Five Dimensions of Customer Experience
Customer experience has been a hot discussion in the security industry over the past few years, with one of the leading experts in the country, Kristen Simmons of Lightswitch, working with security integration and monitoring companies at ESX to help them understand what the customer experience is and why it matters to a business’s bottom line.
During ESX 2013, Simmons led a first-of-its kind workshop, “Build Your Customer Experience Workplan,” where she discussed the actual implementation of a customer experience plan for ESX attendees and then helped them work in teams to develop one.
One of the biggest challenges for companies in the residential security industry, said Simmons, is that even if the technology is working and the company is doing everything correctly, a lot of the experiences customers have with the industry are negative -- whether it’s feeling like they need a system because their neighbor’s house was robbed or worries about their own safety.
“There are a lot of negative experiences inherently wrapped up in our business,” she says.
But it can be made more positive, Simmons says. She recommends looking at what Lightswitch calls the five dimensions of customer experience:
Knowing your customers better and understanding how they feel about you will allow you to better prepare and deliver on the customer experience they’re looking for. The residential customer experience journey, which covers everything from awareness of your company, to research and installation, to usage and service, to becoming an advocate, provides a number of opportunities to get feedback.
“What can we do to make sure we’re understanding, from the customer’s perspective, what’s going on at all these points?” she asks.
“Hopefully you are engaging them in such a way that not only are they going to auto-renew, but they’re actually going to engage with you, recommend people and be loyal,” she adds.
There’s plenty more to be learned about the ideal customer experience, thanks to this ESX Super-Session. To watch the entire presentation, head to ESXperience, the free, premium content area for security integration and monitoring companies.