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Dr. Jodie, for 2014 we want to change our approach and become more customer centric. Where is the best place to start? – John D.
Thanks for your question, John. Changing from a product-centric or company-centric approach to a customer-centric one will certainly serve your company well in the long-run. Be prepared that the changeover will be a challenge as you relearn engrained behaviors – but it’s worth it. When you undertake what we call the Quality Assurance Transformation Process, you must do away with your old company- or product-centric behaviors, change your way of thinking, and act to deliver exceptional customer experiences. You want to be customer-centric so the first thing to do is start thinking like your customers. The customer experience is not what you (the company) think it is or how you think it should be, so be honest and admit that this defines your currently strategy. Truly shifting your way of thinking and continuously measuring the customer experience identifies the gaps between what YOU think is an excellent customer experience and what the CUSTOMER thinks is excellent.
You are not alone to be struggling with a gap between the two. John, this approach is the only way to develop healthy and strong customer relationships. Customer Relationship Metrics has created a contact center quality transformation chart that represents the overall summary for the Quality Assurance Transformation Process. Please use it as you frame your revised strategy. Don’t be an organization that talks a good game but then doesn’t deliver on its stated mission. – Dr. Jodie