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Value Steering, Customer Effort, Customer Experience, Customer Service


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Customer service has become more important than ever before. The need to create a valuable connection with customers has become even more important and customer service has become a crucial part of the customer experience. That is why companies are increasingly looking for methods to measure the level of their service in order to enhance customer service. Metrics are key, still there are a lot of organisations that struggle with questions like: What methods fit our organisation? What do we take into consideration? And how do you measure the effectiveness of the implemented changes? Value Steering could help solve these questions.

So what is Value Steering? And does it help you to make your customer service better than ever before? To understand this you first need to know that Value Steering is all about continuously improving the customer service level. We believe that measuring is key to create the best service for your customer and that is why Value Steering is focused on collecting the right data to improve your customer service. But what is the right data you are searching for? Of course you want to know how customers value your customer service. But you also want that your customer service is in line with the core values of your organization. With Value Steering you will learn how to collect this data through Key Performance Indicators (KPIs) that fit these core values.

Value Steering can help solve multiple issues

It is not a surprise that asking for customer feedback is important to provide better customer service. But by working via Value Steering you do not only get insight in this data. It will also solve multiple financial and implementation issues which you will encounter when you want to improve your customer service.
Value Steering can help you with avoiding issues like:

  • The implementation of KPI’s that are not in line with the objective of the organization;
  • Having moments of contact that have no added value;
  • Expensive research costs on customer satisfaction;
  • Increasing of harm to the company when wrong actions are taken during a bad customer service experience;
  • Customer service employees who do not feel heard or understood because of a bad work environment that will leave the company;¬
  • Neglected opportunities during desired contact moments. 

The first steps towards Value Steering in your organisation

Briefly put, value steering is a way to continuously improve your customer service level by collecting and anticipating on the right data. And with right data we mean data that helps you to evolve in a way that it is in line with your mission and values. It will give insight in how different parts of your Customer Service is valued by your customer and what you need to change to make the service even better. Sounds great right? But the next question is where to start. The Maturity Matrix can help you with that. It will give an indication of which level of Value Steering your organization is on, to which level you can grow and which actions should be taken to reach the next level. With the right monitoring and the Maturity Matrix it will become apparent how customer service scores on different components. Value Steering will contribute to a work approach where continuous improvement is key, assumptions can be tested and actions can be taken based on the right data due to monitoring. The flexibility and adaptability of Value Steering can be used to quickly create fitting strategies for trends in customer service.

The way to a better relationship with your customers

Collecting feedback from customers is an essential part of implementing Value Steering. Value Steering ensures that you will always be up to date on the latest customer feedback. Retrieving this feedback is easy, but anticipating and addressing the feedback has a bigger impact on improving the customer relationship. Value Steering can give insight in which customers need extra attention after a bad customer experience and why customers have had a good customer experience. This information can be used as an advantage to adapt strategies to practices that worked positively. In the end this will improve your relationship with your customers and will help you stop or avoid practices which did not work. Moreover, it enables companies to detect issues timely and address them accordingly, which will also have a positive effect on your customer relationship.

Do not go blind on your customers only

Aside from customer feedback, it is important to have insight in employee experience. Your customer service employees can influence and effect customer service excellence and customer experience. Unhappy employees might be less motivated to provide excellent customer service and could possibly harm the company image if bad practices are demonstrated towards the customer. Therefore, measuring and improving the employee experience is also an essential part of improving customer service and the customer relationship.



Thu-Ha is a consultant with knowledge in Customer Service and who likes to delve into Customer Engagement. Curious about how we can help you with your Customer Service? Contact Thu-Ha!