Shifting culture so that all employees believe in customer centricity and feel empowered to impact customer experience is one of the transitions required to become a Customer-Centric Organization. But what comes next? It’s the tools and processes required to operationally support employees so that the customer is central to all decision-making.
It’s simple to say that an organization needs to change what is operationally important to its north star. But who should benefit from these changes? Customers of course. Organizations that are Customer-Centric excel in establishing processes for how to operationally place the customer at the forefront of decision making.
Evolve your Voice of the Customer Programs
Operational initiatives, such as Voice of the Customer (VoC) and Customer Experience (CX) programs, enable organizations to implement the customer-centric philosophy. These initiatives allow organizations to listen to customers by capturing their feedback. The goal is to collect feedback so that specific information from customer experience is used to make an immediate impact to their every day, and ultimately their overall experience with products and solutions.
Platforms that allow for the intelligent automation of customer feedback makes it easier to treat customers as individuals and impact their individual customer experience. It’s about building solutions that quickly connect the customers’ feedback with the people internally who can best assist the customer with their needs and take action. These solutions should enable employees to take action on feedback within the systems and processes used every day, without adding to their current ways of working.
Don’t waste time adding solutions that require workarounds or heavy implementations to accomplish your core goals. Again, focus on enabling your employees with customer feedback that naturally integrates with the systems that are currently in use, so they are spending more time with customers and less time navigating between systems to locate the feedback.
Wire in Customer Feedback Everywhere
Operational Transitions Do Not Happen Overnight
It takes time to build on the values of Customer Centricity and to ultimately become a customer-centric organization. A key influencer in making these changes are your employees. They need to believe they can make a difference and need to be further empowered by technology and process to drive change at a micro level, where the impact on a specific customer is immediate and valuable.
If employees truly believe they can make a difference to customers, they will feel rewarded and motivated by creating positive customer experiences. Employees are organizational representatives, so the connection between employees and customers have a tremendous impact on long-term customer engagement and loyalty.
