In this opinion piece, Vicky Katsabaris (pictured below), customer experience subject matter expert at Qualtrics, identifies four ways for companies to achieve a customer-centric culture.
Customer-obsessed companies can grow their revenues faster and build a more loyal customer base. While this sounds like a great strategy, companies are left wondering how they can actually achieve a customer-centric culture?
Having executive leadership and cross-functional alignment plays a significant role in influencing customer engagement. When customer-focused values and principles are embedded into the day-to-day lives of your people and processes, leaders have an additional lever to drive profitability, employee retention and revenue growth. By doing this, you are enabling the business to operate differently, so that providing great customer experience is a natural by-product of the way they work.
Here are four ways culture and leadership can influence customer engagement:
It’s recommended that an organisation has a central team to manage the overall CX program. They would be responsible for the overall integrity of the program, comprehensive goal-setting and ongoing tracking. Most importantly, they need to be supported by senior leadership.
Customer obsession is an ongoing process. Organisations looking to become truly customer-obsessed must listen to feedback from their customers and act on it.
Organisations that use a sophisticated yet easy-to-use platform can gather real-time snapshots of their customers’ experiences and determine where they can make operational and strategic improvements. By gathering this kind of feedback and analysing it for insights, businesses are able to continuously improve their customer’s experience.
Source: http://www.bandt.com.au/opinion/culture-leadership-can-influence-customer-experience
Customer-obsessed companies can grow their revenues faster and build a more loyal customer base. While this sounds like a great strategy, companies are left wondering how they can actually achieve a customer-centric culture?
Having executive leadership and cross-functional alignment plays a significant role in influencing customer engagement. When customer-focused values and principles are embedded into the day-to-day lives of your people and processes, leaders have an additional lever to drive profitability, employee retention and revenue growth. By doing this, you are enabling the business to operate differently, so that providing great customer experience is a natural by-product of the way they work.
Here are four ways culture and leadership can influence customer engagement:
- Executive sponsorship
- Organisational alignment
It’s recommended that an organisation has a central team to manage the overall CX program. They would be responsible for the overall integrity of the program, comprehensive goal-setting and ongoing tracking. Most importantly, they need to be supported by senior leadership.
- Common customer metrics
- Publish customer values
Customer obsession is an ongoing process. Organisations looking to become truly customer-obsessed must listen to feedback from their customers and act on it.
Organisations that use a sophisticated yet easy-to-use platform can gather real-time snapshots of their customers’ experiences and determine where they can make operational and strategic improvements. By gathering this kind of feedback and analysing it for insights, businesses are able to continuously improve their customer’s experience.
Source: http://www.bandt.com.au/opinion/culture-leadership-can-influence-customer-experience