Isn’t it refreshing when you have a positive customer experience with a brand? Whether it’s your Internet provider, a footwear company, or your magazine subscription, it really shows when they seem to care about you and want to deliver the best service possible.
It is likely that companies which deliver positive customer experiences score high on customer maturity models. But what exactly is a customer maturity model and how can process automation improve it?
What is a customer maturity model?
A customer maturity model is effectively an internal assessment of how your brand interacts with its customers. It involves gathering qualitative feedback from your own staff, as well as selected customers, to understand how people perceive your company and the level of service you offer. It also provides a benchmark, giving you a rating of your current customer maturity level, which you can measure improvements against over time.
There are numerous approaches to customer experience maturity assessment, which focus on different things, from your company’s culture through to customer service, speed, and responsiveness. You’ll need to define your own metrics to measure customer experience according to what products/services you offer, and what kinds of customer you have.
A customer maturity model assessment will ask the following kinds of things:
- Which of our customers is happiest with our products and services, and which are least content?
- How long does it take for customers to get onboarded?
- What is our current customer churn rate?
- What is our customer lifetime value?
- Which customers are most likely to purchase again, and which are least likely?
- What do customers think about our products or services and what do they say in reviews?
- What features do our customers request for products that are not yet available?
- How do customers solve problems they have with our products or services and what do they think of these problem resolution methods?
- Is there a mismatch between what we think of our brand and how our customers perceive us?
Process automation and customer maturity model: improving results
Once you have ascertained your current customer maturity model, you will then want to implement actions to improve it. And this is where process automation helps. Process automation technology can be applied to many of your businesses activities and gives you a way of implementing automated customer maturity model improvements.
Recommended: Improve customer experience with process automation
Here are five ways you can use process automation to improve your customer maturity model scores.
- Customer surveys
One process automation for customer maturity model improvement involves sending out regular customer surveys, including Net Promoter Score questionnaires. You can send these surveys out on a regular basis to get an insight into how your customers feel about their experience with you.
- Set up engagement emails
Creating automated email campaigns is an excellent way of improving your customer maturity score. Whether it is sending email campaigns to people who register interest in your whitepapers or webinars, follow up emails to existing customers, or special offers to loyal clients, automated email campaigns dramatically boost engagement with your brand.
- At-risk customer notification
Another great example of how process automation and customer maturity models can tie up is in the area of at-risk customer notifications. By analyzing customer behavior, you may notice that there are particular patterns that lead up to someone stopping using your products or services. You can use process automation to identify these triggers and create an alert for your retention teams to follow up.
- Automate customer onboarding
The onboarding process requires businesses to collect certain information and documents from their customers. If this relies on lots of manual emails sent back and forth, then a customer’s initial experience with your brand can be less than impressive. By contrast, if you can automate the process using digital forms and e-signatures, for instance, then the process feels much smoother.
- Automate customer service tickets
A common way to improve customer maturity is to use automation in the customer service process. It is increasingly common to find robotic process automation (RPA) solutions, that use artificial intelligence to answer initial customer service questions and then escalate these to human responders if an issue cannot be solved by the digital assistant.
Automated customer maturity model improvements with Nintex
Once you have a clear idea of your current customer maturity level, the next step is to design a program to improve that customer experience.
The good news is that this does not automatically mean you have to hire a whole new customer service or marketing team. Instead, with Nintex’s process automation tools, many of the tasks and techniques needed to improve the customer experience can be handed over to workflow software.
Using Nintex, businesses can rapidly build out automated workflows to improve customer experiences, without needing to dramatically increase investment in staff and resources.
Case study: How one realtor improves CX with automation
To see how Nintex can support your customer maturity model, request a demo today.