Measurable Questions

In a recent consulting engagement I have had the opportunity to work with a major financial institution that is an industry leader in Customer Experience.

Going into it I was interested to see just how they had been so successful and to see what we could uncover to assist in improving their operations. Lucky for us the executive sponsor is very supportive of change and constantly challenges the status quo.

There is heavy focus within the organization on Customer Experience. From Senior Executives to Agents people are measured and compensated based on the Customer Experience. An abundance of training is available for all and there is signage and literature everywhere emphasizing the need to focus on the Customer Experience and exceeding their expectations every time (which I hate seeing because it is an unattainable goal to exceed expectations every time).

In their measurement of the Customer Experience however it was interesting to see what I would call very brand focused questions, as opposed to Customer or business focused questioned. For example;

• I want to feel that I am valued
• I want to feel confident with the bank of my choice

This type of questioning is very emotive and has no actionable resolution within it. In answering these questions it is fairly easy for a person to gauge how they feel - which is great and that's about it. What is this company going to do is their customer's feel less confident? What programs or measures are they going to put into place to improve customer confidence?

What companies who are interested in identifying root causes and improving Customer facing areas should do is position questions from a rational perspective. For example;

• I am recognized for my business and tenure at the bank
• I receive accurate statements and consistent information across channels

These questions are measurable and actionable. If a score is decreasing there are clear paths to improvement. Companies should not inundate their customers with every detail, but focus on pain and irritant areas through rational questioning to identify the root cause and improve the Customer Experience.