Page 23 - Warwickers Customers Count vflip2

customer experience 23 What is the customer experience you are trying to deliver? If you do not have a clear articulation exactly of what you want it to be how do your people delivering it know what to do? If they don’t then they end up doing what they think is right and your customers get mixed messages. You need to, at least, define your signature moments. Many organisations deliver their services based on their internal structures and silos rather CUSTOMER EXPERIENCE than customer needs. In this case divisions or silos do what they think is the right thing to do and again customers get mixed messages. Everyone is well intentioned but your brand is diluted and the customer experience is a missed opportunity. Most organizations are very good at processing customers, very few excel at serving and satisfying them. By elevating customer experience to a strategic business imperative and taking an outside in approach you can really differentiate your business. Four core competencies that Forrester's six disciplines of drive customer experience: customer experience: 1. Purposeful Leadership: Do your leaders • Strategy operate consistently with a clear, well- • Customer Understanding articulated set of values? • Design 2. Compelling Brand Values: Are your brand attributes driving decisions about how you • Measurement treat customers? • Governance 3. Employee Engagement: Are employees fully • Culture committed to the goals of your organization? 4. Customer Connectedness: Is customer feedback and insight integrated throughout your organization?