Customer experience management challenges in most organisations

Customer experience management means organising how the experience is understood, designed, measured and improved across different departments and channels. McKinsey explains that the value of measurement depends on having a system that gathers feedback, analyses it and takes action based on it.

Data scattered across channels

One piece of feedback may reach a branch employee, another may reach the contact centre, and a third may arrive through a survey. When each channel is read separately, it is hard to know how often a problem recurs and where it appears.

The organisation needs to organise feedback and link it to the service, stage and branch, while keeping the context of each source.

Measuring satisfaction without understanding the cause

An overall rating shows one side of the customer's impression, but it may not identify what needs improving. A patient may be satisfied with the doctor but dissatisfied with the booking or the wait.

Mapping the journey helps in choosing the right questions and indicators for each stage, rather than relying on a single question about the whole experience.

Different views from management and the customer

Procedures may be clear to the team that carries them out, but unclear to someone using the service for the first time. Completing a request quickly also does not necessarily mean the experience is easy; the customer may complete their request after several attempts or repeated help.

This is where combining the voice of the customer, a review of procedures, and evaluation of the service in the field and digitally is useful.

No ownership of improvement

Everyone may know about a problem without anyone being assigned to fix it or a date being set to review the result. Each improvement therefore needs an owner, an implementation step, a follow-up date and a success indicator.

Inconsistent experience across branches

Information or the way customers are dealt with may differ between branches and employees. Understanding this inconsistency requires shared standards and comparable measurement, taking into account differences in site conditions and the number of responses.

How does Sadaa help?

Sadaa Consulting supports diagnosing challenges, designing the experience and setting improvement priorities. Sadaa Measurement combines surveys, focus groups and mystery shopping to understand opinions and assess how the service is actually delivered.

Through Maydan, Sadaa runs evaluation programmes based on defined standards and scenarios. The Rihla platform helps organise measurement, compare branch data, analyse feedback and track indicators. Responsibility for implementing and reviewing change remains part of the work of the teams concerned.

Explore Sadaa's solutions for diagnosing experience challenges and organising how the experience is measured, through the website.