Friday, February 13, 2015

Is Customer Experience Improvement all about Culture

Keep remembering that it is the policies, procedures, rewards, and retributions that drive behavior and it is the employee behavior you experience that expresses "culture.”

How to become a customer-centric organization is in every forward-thinking organization’s agenda, and a very foundation to become a Digital Master. Customer experience improvement is a hot topic - is it really all about culture?

Being a listening ear, resolving and implementing a resolution without a lack of respect for all parties. It doesn't matter if the organizational size-reputations can succeed or fail if customer dissatisfied with the service received. Communicate, communicate, communicate! The last thing a customer wants is to still have a lingering doubt or question at the end. Sometimes a little active listening helps a great deal. Make sure the representative understands clearly the customer's concern before proceeding forward. Neither party should be afraid to ask or repeat a question.

The key point is to always know and remember that Customer Experience means to help people, it is personal. On the face of it, you may be solving a technical, service or financial issues, or another kind of problems. However, there's always a person whom you are solving this for because he/she has a need. Once you keep this in mind, the rest is straightforward. The personal attitude, keeping up with support procedures, improving communications etc. Everything is personal, it comes to the conclusion that you either delight, thrill, and excite your customers, or you don't. This "neutral" customer fallacy results in a whole bunch of mercenaries that only look out for themselves, and don't care about the business.

It is the culture that clearly impacts how those policies, procedures, and rewards that drive behavior. It takes leadership to move things in a new direction and to do that; without cultural awareness would just cause the leader to likely run into the same brick walls past leaders have encountered. The most effective way of achieving cultural change and improving the customer experience is to keep it simple and not over complicate the process with irrelevant and unhelpful baggage, no matter how tempting it is to do so. Continue to assess the score of customer-centric culture on how easy or difficult is it to conduct business with any company on a physical, conceptual, emotional, and time-wasting level? The amount of effort required can determine whether they will come back or not. The key point is to understand your customer's needs. You don't know your customers if you don't know where they want to be.

The systems, processes and so forth are the clear manifestation of the leaderships' culture. No matter what they say about values, mission, etc. the behaviors they reward are the clearest indication of the culture they are trying to put in place and they drive and reward those behaviors through the implementation of KPIs, policies, processes, etc. The company goals, policies, internal control requirements, customer experience improvements/customer satisfaction, etc., all should be synchronized without compromising the need for any item. The staff wants to be involved in developing policies and procedures to achieve the organization's goals, but this has to be meaningful involvement and be seen to be meaningful, don`t ask the staff to develop ideas and then ignore their input.

Culture is significant, but it’s not all about culture. Behind them, there must be a leadership capable of sharing objectives with his/her people, to promote discussion, to not have fear to put in the discussion of the ideas. There are reliability, responsiveness, competence, empathy, ownership. Customer service is not just one department’s work, but the shared responsibility of the entire organization, To minimize frustration, people must feel part of an organism that looks and walks in one only direction. In all the conversations about culture, you need to remember that it is the policies, procedures, rewards, and retributions that drive behavior and it is the employee behavior you experience that expresses "culture.”


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