CXI (Customer Experience Index)- Thomas Cook India and SOTC Create the Gold Standard in Customer Experience.

  • “The goal as a company is to have customer service that is not just the best but legendary.” Sam Walton
  • “Satisfied customers are the best source of advertisement.”Gerry Schwartz
  • “Happy customers are your biggest advocates and can become your most successful sales team.” Lisa Masiello

With this as our goal, we have embarked on a new area of focus as an organisation—Our Mission to Elevate Customer Experience.

To implement this, we have the Customer Experience Index (CXI), which will focus on customer satisfaction scores + feedback to build a “Customer-first Approach”.

Our intent is to make a shift: from short-term “transaction orientation” to long-term “customer experience orientation”.

Why is this so important?

  • A 5% reduction in the customer defection rate can increase profits by 25-95%. Bain & Co/HBR
  • A 2% increase in customer retention has the same effect as decreasing costs by 10%. Emmet and Mark Murphy
  • The probability of selling to an existing customer is 60-70%. The probability of selling to a new prospect is 5-20%. Marketing Metrics

Consequently, our CX Mission focuses on Customer satisfaction scores + feedback to build a “Customer-first Approach”.

The Customer Experience Index is a comprehensive framework that enables us to assess and benchmark our customer experience against industry standards. It takes into account various factors such as ease of navigation, responsiveness, personalized interactions, and post-booking support, among others. We have 5 surveys shared with our customers during their journey with us. We share it at the Enquiry Stage, Post booking Stage, Pre-Tour Stage, On-Tour Stage and Post-Tour Stage. We measure Ease, Satisfaction and NPS, which gives us the CX Index score. By collecting feedback from customers at different touchpoints, we gain valuable insights into the strengths and areas of opportunities of our customer experience

The CXI is a powerful tool that enables us to evaluate, enhance, and differentiate our customer experiences. By prioritizing customer satisfaction, using data-driven insights, and fostering a customer-centric culture, we can unlock the full potential of the CX Index and propel our business to new heights. Embracing the CX Index is not just about improving customer experiences; it is also about building lasting relationships, creating brand advocates, and driving sustainable growth in today’s competitive marketplace.

The CX Index is not only beneficial for customers but also for employees. When employees see that their efforts directly contribute to enhancing customer experiences, they become more engaged and committed to delivering exceptional service. We have recently launched the CX Index mission for both Thomas Cook and SOTC. This has also helped us to increase our Response Rate. Further, we have also made an incentive plan, Rewards and Recognition for all the contributors (Sales, Service, Operations, Airlines, Visa, Tour Manager’s, etc.) to the CX Index.

Regularly monitoring and analysing the Customer Experience Index, we can help our businesses make informed decisions, prioritize initiatives, and ultimately create a more positive and enjoyable experience for our customers.

Every employee plays a critical role in ensuring that we keep raising the bar in our journey towards customer service excellence, and become the gold standard in customer experience.