Customer-obsessed companies can grow their revenue faster and build a more loyal customer base. While this sounds like a great strategy, companies are left wondering how they can actually achieve a customer centric culture?
Having executive leadership and cross functional alignment plays a significant role in influencing customer engagement, according to Vicky Katsabaris, customer experience (CX) subject matter expert at Qualtrics.
“ When customer focused values and principles are embedded into the day-to-day lives of your people and processes, leaders have an additional lever to drive profitability, employee retention and revenue growth. By doing this, you are enabling the business to operate differently, so that providing great customer experience is a natural by-product of the way they work.”
Qualtrics have identified four ways in which culture and leadership can influence customer engagement:
1. Executive Sponsorship
Research from Forrester shows that of the 84 percent of firms that aspire to become a customer experience leader, only 1 out of 5 deliver great customer experience. In order to become a CX leader, the customer must be a top priority for the organisation. Senior leadership teams must show accountability for all CX metrics. This includes consistent communication both internally and externally on the successes and shortcomings of customer programs and metrics.
2. Organisational Alignment
Where you will see the most success is when various departments share the same customer service vision, making it a shared responsibility throughout the organisation. While they might address different aspects, they all align on common processes and data sharing practices.
“It’s recommended that an organisation have a central team to manage the overall CX program. They would be responsible for the overall integrity of the program, comprehensive goal setting and ongoing tracking. Most importantly, they need to be supported by senior leadership,” says Katsabaris.
3. Common Customer Metrics
While it’s essential to measure the success of your customer service programs, it’s more important to be consistent in how an organisation measures success. Doing so, allows an organisation to compare historical data, measure improvements over time and identify trends for further improvement.
4. Publish Customer Values
When creating your organisation’s customer values, be specific and ensure that they clearly convey priorities and how these priorities translate to actions for each member of your organisation. Once you have your agreed upon your company’s customer service values, communicating it to your customers is an excellent way to show accountability. Remember, talking about your values is one thing – the next step is to deliver on those promises.
Remember, being consumer centric is an ongoing process. Organisations looking to become truly customer-obsessed must listen to feedback from their customers and act on it.