Page 10 - Warwickers Fresh Thinking v2014

CUSTOMER EXPERIENCE Begin with the end in mind – focus on what you need the 1 customer experience and customer service to achieve – outcomes not just outputs. Start by identifying what you want people to get, support and do in terms of customer experience. Engage employees 2 to deliver the best experience possible. Give them decision rights and accountabilities for daily operations. Publish and role model the important behaviours. Provide focus to direct their energies toward the right tasks and outcomes. Celebrate success. Put the customer at the heart of everything you do – from 3 your purpose and principles to strategy and plans to leadership and management – to relationships and touchpoints to experience and service. It should permeate all your thinking and be a board agenda item . Designing experiences from outside in, not inside out. This even includes how you draw relationships, moving from organisation charts to communities and networks. 4 Understand your customer audiences and their journeys – map the journeys, touchpoints, hassles and moments of truth through different lens. Support it with data and dialogue. Segment and profile their interests and needs. What is happening for them, where are the hot spots and where are your signature moments? Collaborate – mandate it. Think partnership – get colleagues 5 believing in the collective impact of their teams. Work as communities and networks not silos or structures. Lead by example and use pathfinders to kill silos. Use technology as an enabler to connect employees with each other and customers. Also involve your suppliers. 10