When was the last time your company launched a new “customer initiative”? When was the last time it was a major success, a mediocre performer, or a downright dud? When you really think about customer initiatives, isn’t everything we do directed at the success and satisfaction of our customers? This week, I’ll begin a series focusing on “Creating a Positive Customer Experience.”
My work with clients and as an internal OD/Learning and HR leader focuses on helping companies re-think customer initiatives and re-think the foundations of that strategy. Three key drivers of success are:
1. Start with the employee experience: We all are customers everyday. Every purchase we make, whether it’s on-line, in-person or on the phone, consists of a series of “moments of truths” that ultimately determine the quality of that experience. Let’s face it, we’ve all experienced the good, bad and ugly of customer experiences. Why not start there? Engage your employees in candid discussion about their experiences…before you even walk in the shoes of the customers you serve. In this series, we’ll target the essentials of employee engagement and “branding” your learning experience from your internal customer’s perspective – your employees.
2. Understand your customers – all of them: Many organizations have an in-balance in their customer focus. Sometimes it’s too much focus on obtaining new customers, often at the expense of existing customers. Or the opposite is true and the superior service directed at existing customers fails to translate into excellent service and sales skills for potential customers. If you have licensed franchises, dealers, distributors, etc., how do you engage them? They are, in fact, your customers and the “protectors” of your brand. In this series, we’ll focus on understanding the “moments of truth” in your customer experiences and the importance of focusing on their priorities…not yours.
3. Blend your use of technology and “high touch”: Organizations have jumped on the “social media” bandwagon and, frankly, many have fallen off. Utilizing technology and social media requires a strategy, an implementation plan, maintenance and continuous improvement, and a structured method of tracking/evaluating it’s success. In this series, we’ll outline considerations and best practices for connecting with your customers in a blended manner – maintaining the “high touch” personal aspects, while extending your reach through on-line technology and social media.
Until Next Time: Stay Connected.
The Connector – Ryan