What are your customers thinking? How do you measure KPI for customer experience? <\/p>\n\n\n\n
There are many different approaches to measuring customer experience. In their book Blue Ocean Strategy<\/em>, Ren\u00e9e Mauborgne and W. Chan Kim advise that you use what they call a \u201cbuyer utility map,\u201d which is essentially a customer experience scorecard for analyzing how your customer responds to your product at every stage.\u00a0<\/p>\n\n\n\n A blank example of a customer experience scorecard is shown below. <\/p>\n\n\n\n\n\n\n\n Ren\u00e9e Mauborgne and W. Chan Kim’s method for measuring customer experience is through their scorecard. The columns are labeled according to the six stages of the product life cycle: purchase, delivery, use, augmentation (expanding the product\u2019s capabilities through accessories or upgrades), maintenance, and end of life.\u00a0<\/p>\n\n\n\n (Shortform note: Depending on the product, the buyer experience cycle could be different from the six steps that Kim and Mauborgne present. In some cases, there could be an installation or assembly step in between delivery and use. In other cases, such as when the product is a one-time service, steps like maintenance and augmentation might not be relevant.)<\/p>\n\n\n\n The rows are labeled with characteristics rating the quality of the customer\u2019s experience in six categories: efficiency, simplicity, convenience, risk, glamour, and environmental friendliness. As you consider each of these characteristics during each of the product\u2019s life cycle stages, the authors invite you to ask yourself where the buyer would encounter problems or pain points. For example, how simple is it for them to purchase your item? How convenient is it to get it delivered? Are there disposal issues that create a problem for environmental friendliness at the end of life? <\/p>\n\n\n\n The boxes on the scorecard give you a tool to think through these questions systematically and record your answers. Kim and Mauborgne advise that your product should clearly create more benefit than the alternatives in at least one of the 36 spaces on the map, and the benefit it creates should be in different spaces than the competition.<\/p>\n\n\n\n Here is an example: <\/p>\n\n\n\nBlue Ocean Strategy: Customer Experience Scorecard<\/h2>\n\n\n\n