Customer Focus
Holistic Approach (ABC)
Different Orgs
A. top-management buy-in on a customer-centric strategy to ensure a shared vision.
B. core customer journeys must be identified and transformed by redesigning and digitizing them
C. enable the transformation by establishing a permanent, live feedback loop from customers to as many employees as possible.
Benefits of Customer Focus
“Customer experience is an excellent starting point for a digital transformation because it places the emphasis on creating a happy customer and will also solve a lot of inherent inefficiencies.”
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Keys to success include engaging with your customer early and throughout the process and employing cross-functional teams to tap into the organization’s experiences and expertise.
Effective customer-experience transformations require a clear vision and a customer-centric, ambitious articulation of goals.
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Measuring Customer Focus
A successful measurement system is journey-based, should involve a substantial part of the organization, and can’t be cobbled together from existing systems and outdated mind-sets.
Design and Development
Cross functional teams can come together and have a shared language of customer success, and build new experiences that are customer focused!
Role playing and prototyping to experience through customers eyes
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A customer-experience measurement system links business impact (increased revenue, cost savings) to all the elements that drive customer-satisfaction improvements.
the heart of effective customer-experience measurement is the organizing principle of measuring experience at the journey level, as opposed to looking only at transactional touchpoints or overall satisfaction.
it’s critical to invest in hardwired technology that can capture customer feedback on a daily basis from multiple channels and integrate survey results, social-media posts, and operational data into comprehensive, role-specific dashboards.
Leadership
convening a set of senior leaders to agree on the top-line metric the entire organization will use as a North Star to measure improvements across the company.
Effective customer-experience transformations require a clear vision and a customer-centric, ambitious articulation of goals.
Customer Focus Mindset (Culture)
make customer interactions an inherent part of weekly routines for as many employees as possible.
overcoming organizational inertia requires cultivation of a continuous-improvement mind-set at all levels.
Strategies
Journey owners
Journey Dashboards
The real liberating moment is when a company goes from a mind-set of optimizing existing capabilities to one of innovating new approaches and solutions to gain new skills in serving customers better.
a customer-centric leadership structure must ultimately report to the chief executive and should be designed to stimulate cross-silo activity and collaboration.
leaders must commit to demonstrating behaviors and serving as role models to deliver customer-experience goals to frontline workers
Customer Journey Mapping(vs touchpoint based mapping)
The customer’s ultimate satisfaction or irritation stems from his or her overall impression over the course of an end-to-end journey, rather than with individual touchpoints along the way.
Org Structure
Providing a seamless customer experience thus begins with the customer’s perspective at the center of the organizational structure and requires all parts of the organization to work together in lockstep.
Dedicated Customer Experience Org
They enable change management and continuous improvement in frontline operations.
provide outside-in perspectives
support customer-journey analyses
the CEO must make customer experience an active priority, given the cross-functional collaboration required.
it’s critical that the customer-experience team fit seamlessly within the company fabric and mirror the company’s principal organizational construct.
CEOs should walk the walk(frontline work)
Recognition cards senior leaders hand out
Training managers and employees in customer-centric behaviors
At the executive level, the focus may be on the overall recommendation score, and at the next level down, it may be on the customer-journey experience across functions. Within a department, managers might look at specific customer touchpoints.
end-game benefits of a customer-centric strategy: more satisfied customers, increased loyalty, a lower cost to serve, and more engaged employees.
Understand how customers navigate across the touchpoints as they move through the journey.
Anticipate the customer’s needs, expectations, and desires during each part of the journey.
Come to grips with fixing root-cause issues and redesigning the journeys for a better end-to-end experience.
The CCO’s tasks begin with aligning leadership to embed a customer-experience solution across individual segment, brand, geography, and functional areas.