Tuesday, January 6, 2015

Digital Master Tuning V: How to set Focal Point in Building a Customer-Centric Organization in the New Year

Understanding purpose of customer  contact through data touch points

Digital is the age of customer empathy. Being customer centric is the prerequisite to becoming a Digital Master. Organizations large or small are on the journey to digital transformation. Is it reaching the inflection point for organizations to become a customer-centric business, Customer Experience is no longer just a single department's job, but a collaborative effort from IT to marketing, from HR to contact center, what will be the top priorities of Customer Experience Management strategically and tactically in the new year?   

Understanding Purpose of customer contact through data touch points for customer services. Redeem their expectations in process improvement for business development. It sounds basic, but that's where most organizations fail, and where the smartest money is invested. This might not be a popular view, but digital professionals either directly or indirectly working on customer experience management are too easily taken in by the newest 'toys' and shiny things; you want to be up to date, you want to add value. But using the new gadget only is not equal to building a customer-centric business. The big focus of new year shall get back to basics…

There is an acceleration in the use of real-time experience feedback. It will play an increasing role in driving loyalty-building service improvements in 2015 by stepping up 'point of experience' insights from real-time customer feedback. More and more organizations are serious about listening to their customers and then ACTING on the insights. They want practical, actionable customer (and non-buyer) feedback. They want to make real improvements quickly and recognize the value of continuous little improvements.

It is the secret sauce of being customer centric if proud, engaged and motivated staff work with passion. Empower the staff to take more ownership, make improvements quicker and act proactively when possible. Huge tasks that demand a lot of proactive leadership, it's also about aligning your culture to your brand and empowering staff to deliver a remarkable experience! In addition, the product-centric versus customer centric is not two completely separated states of a business. A product is a manifestation of customer centricity as well. The real debate is if a business chooses to achieve its financial outcomes at the cost of customer or because of what it does for its customers.

Ensuring the customer experience is both effective (solves the customer need) and affective (builds a stronger relationship). Companies tend to focus on the first and ignore the second. Make sure you're effective first and then address the "affective" side in the process. Build great relationships with the end users that personalize the customer experience. Good customer relationship is a process that can be improved, and neuroscience is breaking new ground understanding how people form attachments from a series of experiences. There is a revolution in measuring and improving loyalty through a deeper understanding and appreciation of the human nature.

Being customer centric is a mindset for all passionate and engaging workforces, it takes cross-functional collaboration and holistically strategic planning. Explore the “Digital Master” to discover more insight.


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