CX INSIGHTS SERIES: PART FIVE – CLUESPOTTING AND THE QUANTIFIABLE IMPACT OF INCREMENTAL CHANGE
I was recently lucky enough to attend the Customer Experience Professional’s Association (CXPA) EU Insight Exchange where I met with and learned from customer experience practitioners from all over Europe.
As part of the CXPA event, I attended various breakouts, including a session on using cluespotting to incrementally improve the customer’s journey. Cluespotting involves taking pictures to visualise each step of a journey and subsequently analysing each stage to identify small improvement opportunities.
The session leader shared how, for certain clients or important visitors to their corporate office, her organization used cluespotting to make the experience special. They analysed the visitor journey and made small adjustments to provide a unique and differentiated experience, such as creating personalised parking signs and baking cupcakes. They believe this closer eye on visitor experience has helped them to win several large sales contracts.
But is it possible to draw a link between personalising a car parking space and securing a large sales contract? In my opinion, the answer is no. There are too many other factors at play to correlate the two with any degree of certainty and so the organisation currently has a limited understanding of how impactful cluespotting can be. This is a problem as, although the effort level for each change is small, when aggregated, it represents a significant cost to the business. It also means they are unable to identify which small changes have the greatest impact and are therefore worth repeating in the future.
So how can the benefits of using cluespotting and incremental improvements to an experience be measured?
In this visitor experience example, a more appropriate metric than sales might be visitor satisfaction, as the cluespotting approach has a direct and quantifiable impact on this measure. By picking one or two metrics that small experience adjustments impact, the true value of the change can be understood. Organizations can quickly calculate costs associated with cluespotting and make an informed decision as to whether it drives benefit.