Page 10 - Warwickers Fresh Ideas Book vflip3 2015
P. 10
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?
5 Collaborate – mandate it. Think partnership – get colleagues
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
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?
5 Collaborate – mandate it. Think partnership – get colleagues
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
