3 Steps to Upgrade Customer-Centric Thinking into Doing
by CallidusCloud CX Guest Blogger, Jeannie Walters
Many leaders promote the idea of becoming more customer-centric.
They stand in front of their employees, and request in no uncertain terms how everyone needs to think more about customers and help customers love their company and brand more.
And that’s it.
They scold this same group when metrics like Net Promotor Score (NPS) or Customer Satisfaction go down, but they don’t give any ideas or direction on how to get those numbers back up.
Saying “we need to think about the customer” is not enough. Your people need to understand what it means to deliver a great customer experience for YOUR company and YOUR customers. How can they do this if they’ve only heard about great customer experience in generic terms?
Here are a few steps you can take to get your company on the right path to becoming customer-centric.
Step 1: Know what experience you want to deliver.
A great customer experience at a local drug store is totally distinct from a great customer experience using your mobile banking app and still different than delivering an exceptional experience in healthcare. Saying you want a great experience is like saying you like food.
Define what the promise and mission is for your customer experience. Focus on one central mission about what makes it great. Is it easy? Is it fun? Help your employees understand what it is to make a great customer experience at your organization, specifically for your customers and what they want from you.
Step 2: Fix what’s broken!
Before lecturing your team at the next company-wide town hall meeting about creating “WOW” moments, make sure you know what’s broken and what needs your attention quickly.
No matter what promise you have made, if there are parts of your customer journey that are frustrating, create extra work for everyone or are just plain rotten, now is the time to get to repairing them. Your promises to focus on the customer fall flat if your employees know how bad the processes really are.
Fix what’s broken by doing everything you can to get to know the customer journey from your customer’s true perspective.
Step 3: Communicate.
Then over-communicate. Again.
It may feel redundant and repetitive and like you are saying the same things. Guess what? You will be. Your people have heard various songs and dances around campaigns and slogans that have changed six months later, so it may take a while for them to trust that you really mean it this time! Invite them into the process of designing better processes for customers and employees alike.
Make no mistake: It’s real work.
Getting serious about truly focusing on your customers is like anything else that requires discipline and dedication. Create a plan, keep iterating, but stay true to your goals.
The only way to achieve the outcomes you want is to truly, deeply, passionately believe in it. And know exactly where the target is. Share with your employees to see a better experience for everyone.