Customer experience management is connected work that starts with understanding customers' needs and journey, then measuring what they experience, analysing the results, implementing improvements and tracking their impact. This cycle continues whenever the service changes or new needs emerge.
1. Understand the customer and the goal they want to achieve
Before choosing questions and indicators, identify the customer whose experience you are studying and what they are trying to accomplish.
A patient visiting a clinic for the first time needs different information from a returning patient. A traveller passing through an airport to connect to another flight follows a different path from a traveller whose journey ends there.
Gather this understanding from customers, employees and the feedback available. Distinguish between what the customer actually said and what the team assumes about their needs or feelings.
2. Map the journey as the customer experiences it
Define the start and the end, then arrange the steps and the physical, digital and human touchpoints. Record where the customer needs information, where they wait, and where they move between channels or teams.
In the Rihla platform, the journey mapping tool helps organise stages and touchpoints and link them to the appropriate measurement indicators.
3. Decide what you need to measure, then listen to the customer
If the challenge is difficulty booking, you need to understand how easy the steps are and how clear the appointments are. If it relates to reception, you may need to measure satisfaction with how customers are treated and the clarity of directions.
Surveys can be created in Rihla manually or with AI assistance, with the questions reviewed before publishing. The participation channel is then chosen to suit the experience:
- Rihla Kiosk: for sharing feedback directly at the service location.
- Rihla NFC Card: for opening the survey on the customer's phone when the phone is held close to the card.
- Rihla Pop-up: for answering within the website or app without leaving the page.
- Survey campaigns: for reaching customers through the appropriate channels.
Choose a time that allows the customer to assess the situation, and keep participation clear and brief.
4. Analyse the results in context
Check whether feedback recurs in a particular branch, a specific channel or a busy period. Pay attention to the number of responses and differences in participants' characteristics.
Dashboards in Rihla help review indicators and comparisons, and AI insights support summarising the themes raised in feedback. The team's role is then to verify the interpretations and link them to the reality of the service.
5. Set the priority and implement the improvement
Not every problem is equal in its impact or frequency. Identify what prevents the service from being completed, what affects a larger number of customers, and what can be clearly addressed.
In a hypothetical example, patients' feedback may reveal that preparation instructions for a test arrive late. Here the improvement is specific: review the confirmation message and when it is sent, have its instructions approved by the relevant team, and assign someone responsible for applying them.
6. Measure the impact of the change, and update the journey
After implementation, review how clear patients find the instructions, and how often enquiries or incomplete visits recur. Compare periods and conditions that are as similar as possible.
If the situation has not improved, go back to the assumed cause and the way the change was implemented. If it has improved, document the practice and update the journey map so that it reflects what actually happens.
Sadaa developed the Rihla platform to support the connection between understanding the experience, measurement and analysis. The platform delivers its full value when the team uses its results to take action and track the impact.