Customer Experience
Turning customers into ambassadors.
Our Philosophy
It all starts with leadership - leadership from the board room to the front lines. In other words, the most effective leaders are:
Customer-obsessed: They must foster a culture in which every employee is focused on the customer, internal or external, that they serve.
Employee-Centric: The best customer experiences start with focusing on the people who either deliver or fail for customers—their employees.
Empowering: Empowered workforces want to give their best work and are enabled to do their best work.
Operationally efficient: It is not enough for companies to have engaged employees; they must also be well-run. Organizations must be committed to removing barriers and obstacles for their workforces to perform at their best.
Always improving: This is also a part of operational efficiency. Constantly finding ways to ensure organizations are meeting the moment both with customers and employees. When customers and employees are advocates for the organization—they often present the best solutions to problematic issues.
The Ultimate Goal
Whether your company is focused on customers or employees, the primary objective is to deliver an experience where people say:
Combined, these perceptions create our key outcome measure of the customer experience. Improving the factors influencing this outcome results in an exceptional experience and, by extension, high performance.
Our ultimate goal however is creating a culture of high-performance, one where great experiences happen organically and potential problems are resolved before they even occur.
To create a high performance culture, there are three magical questions that need answering:
Achieving this ultimate goal starts and ends at the intersection between customers and employees.
Approach
Our approach includes executing on the following workstreams:
Discovery: We always start by listening. We’ll ask to speak with key stakeholders who can share insight into the customer experience first hand, as well as their challenges, opportunities, and aspirational goals for the program.
Design: Together we’ll determine the best timing and frequency to collect feedback from customers. It is important to ask for feedback in the moments when it matters most. Then we design the instrument we’ll use to listen. This includes leveraging AI to consolidate unstructured comments from customers as well as dipping into our library of hundreds of validated survey items proven to measure what matters in the most effective way.
Configure: After the design phase, your WSA team will move to system set up, instrument building, testing, as well as executing a communications workstream to ensure that all relevant individuals involved are informed, enabled, and onboard with the program.
Reporting: Next we’ll design a dashboard report of key insights. Reporting starts with a blank canvas, so we’ll combine best practices with personalized visualizations to ensure relevant and actionable insights. As with all reporting, WSA primary focus is to always keep it crayon simple.
Ticketing and Workflow Automation: Whenever we ask someone to weigh-in on a topic that is important to them, they expect their feedback to be heard and acted upon. Feedback without action runs the risk of creating a worse experience, not better. This is why ticketing combined with workflow automation is crucial. This ensures that 100% of customer feedback is logged, routed to the person who is best suited to address the feedback right and well, and tracked to ensure no feedback is missed.
Enablement: Before any program is released, we provide training and enablement to all users, from administrators to the front-lines, to ensure everyone is fully equipped to understand and interpret feedback and take the right actions to ensure the very best outcomes.
Go-Live - Administration and Distribution: Once fully developed feedback collected is launched, either via an automated event trigger, or when appropriate, manually.
Aggregate Analysis and Executive Dialogues: Our ultimate goal is creating a culture of high-performance. This often requires enterprise-wide behavior change. In addition to launching a fully automated program designed to collect and address feedback in the moment, we analyze feedback in the aggregate, then compare it to complementary employee feedback, to determine priority areas for organization-wide focus. The culmination of this analysis results in what we refer to as an executive dialogue - a conversation to share the story behind the numbers with clear, narrow, and specific recommendations for action that will have the greatest overall impact.
Our customer experience programs are designed to empower employees, in the moment, to surprise and delight customers while at the same time identifying systematic improvements and efficiencies to ensure innovation and ongoing improvement.
The Impact
When empowered employees are provided the tools to be at their best, proven outcomes such as productivity, skyrocket, quality improves, retention rises, and innovation becomes commonplace.
When customers move from merely a buyer to a disciple, they not only continue to purchase from the company—they may purchase more products and/or services. We all know new customer acquisition is costly—loyal customers are the most profitable over the long term—why not ensure they are the brand advocate for the organization. In many cases, they are “selling” the brand to people they know and care about-who wouldn’t want that?
When this chain of actions and behaviors happen—business outcomes improve, not in a singular event, but sustained over time. Revenue, profit, market share and strength of brand all increase which allows and affords the organization to invest more in their growth, their products and services, their people, and contribute to the communities in which they live and work.
Offering World-Class Technology
WSA is the #1 implementor of Qualtrics EX technology in North America. WSA deploys close to a thousand projects per year on the Qualtrics technology platform, and we are proud to be a 2x Qualtrics Employee Experience Partner of the Year. Qualtrics, a global leader in employee experience technology, offers robust, highly configurable capabilities designed to support clients across all industries, geographies, sizes, and complexities.
The WSA + Qualtrics value proposition offers clients best in breed technology combined with scientific rigor, human understanding, embedded partnership, and simplicity.
WSA’s partnership extends to PG Forsta. What used to be Press Ganey, Confirmit, FocusVision, Dapresy and Rio SEO – is now a single, full-suite offering that scales and flexes to fit customer’s needs.
WSA is a proud implementer of PG Forsta technology, empowering organizations to deliver the best experiences by putting Human Experience at the heart of organizations so every person can be seen and understood.