Tag Archives: Employee engagement

Leading CX Transformation: How to Drive Customer-Centricity

Photo: Frederic Edwin Church – Aurora Borealis – Google Art Project. From Wikimedia Commons.

“It takes a thousand voices to tell a single story.” – Native American proverb

What is a customer-centric organization? According to Janet LeBlanc, President, Janet LeBlanc & Associates Inc., customer-centric organizations:
- Aggressively seek to understand the customer
- Have leaders who meet with employees and customers constantly

During last month’s Total CX Leaders Conference, Janet described how organizations can drive a customer-centric culture:

1. Strategic alignment: Clearly communicate a shared vision of the ideal customer experience. Measure the impact of customer experience initiatives on business performance. Hire customer-focused executives.

2. Senior leadership: Act as a role model for customer-centric behaviors. Regularly showcase examples of customer-centric behaviors by employees. Spend time interacting directly with customers.

3. Customer insights: Quickly identify and resolve trouble spots in the customer experience. Use customer feedback to improve customer communication. Gather customer feedback, in real time, to identify early signs of customer defection.

4. Employee engagement: Clearly define what employees need to do differently to improve the customer experience. Give employees the authority to resolve customer issues on the spot. Provide employees with the right information to address customer issues.

5. Measurements and rewards: Use rewards, other than monetary, to reinforce customer-centric behaviors. Track the effectiveness of customer experience action plans and initiatives. Reward and recognize the achievement of customer experience improvements.

Let’s keep the Total CX Leaders Conference conversations going! Stay connected with TCXL15 at:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

Customer-Centric Culture: Why it Matters and How to Measure it

Photo by paul bica

“A great customer experience can only be delivered by someone who wants to give it.” – Ian Luxford, Learning Services Director, Grass Roots

During last week’s Total Customer Experience Leaders Summit, Bill Barnes, Senior Vice President, Client Services and Jaci Jarrett Masztal, Ph.D, Vice President, Practice Leader from Burke Inc.,presented “Customer-Centric Culture: Why it Matters and How to Measure it.” Bill and Jaci contend that the employee engagement process and the customer experience process, which are usually separate management processes in many organizations, be brought together to improve organizational performance.

This approach is based on the premise that a high level of employee engagement is critical to creating and enhancing positive customer experiences leading to customer engagement. To improve employee engagement, organizations should focus on ways to:

  • Improve job performance
  • Provide more job growth opportunities
  • Enhance Talent Management
  • Better serve various internal stakeholder needs
  • Improve commitment and retention
  • Enhance customer service

A customer-centric culture that actively focuses on what is best for the customer is a critical factor in improving organizational performance. Customer centricity is a part of all organizational aspects including leadership, strategy, decision making, operations and in ongoing job functions. It’s also important to remember that culture is:

  • Broader – it’s more than an initiative
  • Cross-functional, enterprise-wide
  • Long-term strategy
  • Motivation, focus, behavior
  • Multi-dimensional

A challenge for most organizations is determining how measure a customer-centric culture. Measurement allows a true gap analysis and a baseline to track change and assess impact. At Burke, Bill and Jaci help their clients to measure their culture with The Customer Centricity Index, which measures across these six important dimensions:

  • Leadership & Strategy
  • Messaging & Modeling
  • Employee Understanding & Commitment
  • Product & Service
  • Excellence Support & Tools
  • Recognition & Appreciation

Leadership drives the strategy and culture which sets the foundation for Who, What, and How, all of which drive and support customer engagement and business success. Employees believe the products and services are worthy and are equipped to deliver. Employees are recognized and rewarded for the customer-centric behaviors to be reinforced and repeated. Full customer centricity is achieved when the organization has a collective mindset of doing what needs to be done to the benefit of the customer.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

The 5 Must Haves for a Successful Customer Experience Strategy

Today, businesses want customers to be loyal, try new products, and become advocates who spread good news about the business. In order to accomplish this, businesses need a strong customer experience strategy that encompasses digital channels, while still remaining efficient without losing sight of metrics.
How does this get accomplished? Well, for instance, after hours spent in the boardroom, say a company’s customer experience strategy is designed and deployed. Months pass and the contact center productivity measures are solid, employee engagement has dropped a little, but the customer satisfaction metrics haven’t moved.
The CEO might say, ‘Why isn’t this working? Do the advisors simply not care about our customers?!’ That is where most customer experience strategies fail. For a customer experience strategy to be successful, it has to be built into the DNA of the business and not just be “A Project.’
That being said, Dougie Cameron, founder of Addzest Consulting, told Customer Think the top five things that foster a positive environment for customer experience to thrive:
Co-create the strategy with advisors and customers.
They are the ones that know what needs to be fixed. If you involve them, they become part of the cultural transformation.
The cultural transformation can’t be kept in silos.
It must be embedded everywhere from product development through to marketing ‘ no-one should be immune.
Customer experience isn’t about apps.
Bolting a fancy Web solution onto a bad process doesn’t fool a customer.
Old metrics don’t work.
Focusing on productivity measures in customer operations means that there is no for advisors to just ‘do the right thing’ for the customer. Operational empowerment is what separates the great customer focused companies from the wannabes. 
Trust the front line.
Trust pays dividends and customers can feel it in their conversations. Train what ‘the right thing’ looks like and leave out the rule book. 

Driving Business Results through Expanded Leadership and Employee Engagement

Total Customer Experience Leaders Summit Chairman, Scott Swift, says that a good customer experience or VOC program must have a well-known, identifiable goal. An organization must understand why they’re creating and executing a customer experience program and know the benefits and outcomes that are expected from the program.

The Total Customer Experience Leaders Summit will give you the insights and skills necessary to make your customer programs a success. Find out how creating a customer-centric culture within your organization, through expanded leadership and employee engagement can drive business results.

Sessions focused on the Customer Culture include: 

‘ Driving Good Profits by Building a Customer-Centric Culture, Safelite AutoGlass
‘ How Can Customer Centricity be Profitable? The Wharton School, University of Pennsylvania
‘ Outside In: The Power of Putting Your Customers at the Center of Your Business, Forrester
‘ Leadership Engagement Strategies, Janet LeBlanc + Associates
‘ Creating Culture: Driving Business Results through Expanded Leadership and Employee Engagement, Crested Butte Mountain Resort, Leadership Learning Systems, Okemo Mountain Resort, Triple Peaks

Trends in Customer Experience…from Conference Chair, Scott Swift: 

According to Scott Swift, Vice President, Customer Information, Hunter Douglas, social media is one of the biggest trends in customer experience today.

While social media may complicate the customer experience process, and be seen as a challenge, the opportunities are endless. Organizations can take this time to focus on their customer’s experience through every touch point, to simplify and streamline their customer approach.

Hear more about customer experience and social media from Scott here.

Join customer-focused leaders from CVS Caremark, eBay, Eli Lilly and Company, Facebook, JetBlue, Nationwide, Toyota Financial Services and more as they share best practices with their own customer programs that drive business results.

Registration Information:
Please mention your Blog priority code: TCEL13BLOG to save 15% off the standard rate.
Email: register@iirusa.com
Phone: 888.670.8200

Sponsor Spotlight: Burke

Today, we’ll continue looking at the companies who are participating in The Market Research Event. Today, we’re featuring Burke Inc..

Since 1931, Burke has provided decision support solutions to companies across all major industries. Burke’s areas of focus include: Custom Marketing Research, Customer Loyalty & Relationship Management, Employee Engagement & Retention, International Research, Linkage & Integration, Online Research & Reporting, Qualitative and Burke Institute, the leading provider of research training and education.

Visit Burke’s website here.

Hear more from infosurv and other leaders in market research at The Market Research Event this October 18-21 in Las Vegas!