We follow this framework for the auditing and delivery of customer experience activities:
- Experiences – the experiences that the customer has are a combination of all of the interactions that they have with the organisation, either directly or indirectly
- Interactions – all of the activities in which the customer engages with the business. All employees of a business have an influence on the nature of these interactions, either directly or indirectly
- Touch-points – the ‘places’ at which interactions occur
- Procedures – the policies, processes and rules providing the logic as to how the business is managed. Some of this is determined by the programming of the systems; however some of it is reflected in the activities of the employees.
- Systems – tools that enable the management of core business processes, such as IT systems
Utilising this framework, we are able to ensure that the customer experience remains at the heart of what we do. Some organisations build will systems which they then try to adjust backwards to meet the customer’s requirements. At Jericho, we try to ensure that it is the experience that remains the starting point, by engineering the interactions, touch-points, procedures & systems in sequence around the experience.
