Page 11 - Warwickers Fresh Thinking v2014

CUSTOMER EXPERIENCE Grasp what technology can do for your customers 6 experience – not as a cost saving process but as a means for dialogue with them and making it easy for them to do business with you. Then look at it from a profit perspective. Take the opportunity to build a consistent brand – align 7 your internal employee branding with your external brand. Consider behaviours, language, identity, environment and values from a customer lens and train employees to deliver the brand promise consistently. Hire your frontline employees based on your values and attitude, train in skills. Use appropriate channels to communicate with each 8 audience – keep it simple - have a few core channels that deliver your message effectively. Recognise some audiences do not have regular access/ or time to use a PC so mix your channels. Include social media and mobiles. Focus on doing each of them well, in a skilled and proficient way. Have a quality rather than quantity approach. What would Google do? – data delivers delights only if it is 9 used well. Employ smart people to pay attention to the data in real time, gain insights and make sense of it. Then take action. This will revolutionise your business. Identify your metrics for success and how you will measure 10 – as this is key for determining the value you are adding. Make it an integral part of your customer experience planning linked to your outcomes. Aim for ‘real’ business value by linking it directly to the organisation’s strategy and goals. Use quantitative and qualitative measurement tools. 11