Service Audit and Improve Customer Experience

Customer experience is a crucial component in meeting customer needs. Customer experience can determine whether the customer satisfied, impressed, or disappointed. To be able to identify them, then we can conduct an audit service. After conducting an audit service, then we can improve the customer experience.

The steps in conducting an audit service, according to the book ‘Service Magic’ among others:

Stage 1: Experience Chunking
In this phase of Chunking experience, the total experience in meeting the specific needs of customers, divided into several parts (Chunk). For example, experience chunk from a flight customer is a reservation, ticket counters, airline, baggage claim, and others. The parts of each experience that form the total experience as a whole.

By separating the total experience into several parts, then we will know how to process customer experiences, whether effective or too complicated. If it’s too complex, of course you want to make it more simple.

Stage 2: Cycle of Service
The next stage, cycle of service, helping you to identify the sequence of experiences that customers experience with your organization, from customers to identify the need to meet those needs are met (or not met). From cycle of service identification, then we can create a flow process of experience of customer experienced .

From this cycle of service, then you can determine which points are to be the key moment of truth, namely the points that you can use to dazzle customers with the experience they have experienced.

Stage 3: Moment of Truth Impact Assessment
Furthermore, the points are to be moment of truth is measured, to determine which aspects of the experience alone can give satisfaction, transfix, to disappoint the customer.

To improve the customer experience, then the focus to the points that are considered important by customers, and have an impact on customer retention. You should be able to understand, such experiences can be anything that gives pleasure, dazzle or disappoint the customer.

Improving Moment of Truth Experience
After conducting an audit service, the next you’ll want to increase the moment of truth experience for customers. The following guidelines can help to select the focus moment of truth that can improve the customer experience:
• whether the MOT (Moment Of Truth) where customers have low expectations, if there is an increase will be given effect on customer satisfaction?
• whether this MOT can really provide value to customers?
• whether, if the customer can be enchanted by the experience in this MOT, it could affect an agreement with them in the future?
• whether the MOT with a specific implications (example: safety) can inhibit innovation in the service?
• whether the MOT will be considered culturally appropriate customer and the organization’s vision?
• whether the MOT can produce long-term effects of positive, such as customer retention and word of mouth? What about short-term effects?
• whether to dazzle the customer in the MOT can improve your branding?

Let’s try some steps above and good luck!