I am fortunate to be with Ralph AtzFounder of Fast Company Türkiye About the research I helped lead Harvard Business Review Analytical Services.
at this dialogue, we explore how to be a client company that goes beyond lip service. Based on information from Ethan Allen, Kellogg’s, Kimberley-Clark and Pacific Life, the study offers 8 steps to give meaning to business, operations and digital transformation.
Below, I use a translator Google Translate. If you find a bug, please let me know! I’ve also provided the original text and a downloadable PDF.
Leaders Roadmap
Customer-oriented companies point out that they put the customer at the center of the organization, and that’s fine. Brian monitors customer behavior and trends; “I reverse engineer their journeys, touchpoints, services and products,” he shares.
First, we need to start with the definition of customer experience. Customer experience is the sum total of a customer’s interaction with your company, how they feel about your brand at each stage, how your brand stays in their minds, and how all of these steps impact the experience as a whole. Adding the suffix -means the customer’s experience, returning our vision of customer experience (CX) to them.
companies that switch with clients
Looking at this issue from another angle, a customer-centric enterprise brings customers into orbit and transforms together with customers. These companies both empathize with their customers and understand them from a technical perspective. When they are ready to engage, they are also ready to serve customers. This means companies need to place customer insights and engagement at the center of their organization.
However, a recent Salesforce study sponsored by Harvard Business Review Analytical Services (HBRAS) found that only 15 percent of companies worldwide have a single (360-degree) view of customer data and the organizational structure needed to leverage these insights.
Be one with your customers!
When I look at it this way, the three elements of being a customer-centric company are as follows:
1. Empathy culture:
Understand that the client you really want to reach is not the manager. Ensuring the practice of empathy and digital empathy.
2. Insight culture: become a data-driven insight organization. Focus on relevant 360-degree customer data and understand customers with data-driven insights.
3. A culture of engagement and interaction: Sponsorship
In our Harvard Business Review research, we learned about two dimensions of customer experience: insights and engagement. Organize customer touchpoints around insights and leverage regular and digital engagements to deliver personalized, relevant, integrated and efficient experiences.
Focus on the roadmap
Integration with the client is a never-ending process; it is limitless. Customers will continue to transform, and so should we.
Here are eight steps to help you build a customer engagement company that delivers a competitive customer experience with data, insights, and engagement:
1. Listen and observe your customers.
2. Set the standard for end-to-end customer experience.
3. Build a framework to turn data into actionable insights that drive customer success.
4. Connect all the dots with artificial intelligence technology.
5. Establish a leadership council responsible for customer experience and data integration, bringing together 360-degree customer insights and engagement.
6. Identify which touchpoints are important, which need fixing, and which are missing
7. Develop each employee’s skills in the customer experience area.
8. Give each employee the autonomy to be successful in the eyes of customers.
Become a successful client company
In our work with HBRAS, we focus on a few companies to document their journey to become a 360-degree customer integration company. These include Ethan Allen, Kellogg’s, Kimberly-Clark Corp. and Pacific Life Insurance. In addition to the 1,100 executives surveyed, the report includes best practices that should be implemented by those serving on the CX steering committee, as well as a checklist for customer experience excellence.
Leaders Roadmap
Customer-oriented companies point out that they put the customer at the center of the organization, and that’s fine. Brian monitors customer behavior and trends; I reverse engineer their journeys, touchpoints, services and products. First, we need to start with the definition of customer experience. Customer experience is the sum total of a customer’s interaction with your company, how they feel about your brand at each stage, how your brand stays in their minds, and how all of these steps impact the experience as a whole. Adding the suffix – indicates the customer’s experience, returning to them our vision of customer experience (CX).
companies that switch with clients
Looking at this issue from another angle, a customer-centric enterprise brings customers into orbit and transforms together with customers. These companies both empathize with their customers and understand them from a technical perspective. When they are ready to engage, they are also ready to serve customers. This means companies need to place customer insights and engagement at the center of their organization.
However, a recent Salesforce study sponsored by Harvard Business Review Analytical Services (HBRAS) found that only 15 percent of companies worldwide have a single (360-degree) view of customer data and the organizational structure needed to leverage these insights.
Be one with your customers!
When I look at it this way, the three elements of being a customer-centric company are as follows:
1. Empathy culture:
Understand that the client you really want to reach is not the manager. Ensuring the practice of empathy and digital empathy.
2. Insight culture: become a data-driven insight organization. Focus on relevant 360-degree customer data and understand customers with data-driven insights.
3. A culture of engagement and interaction: Sponsorship
In our Harvard Business Review research, we learned about two dimensions of customer experience: insights and engagement. Organize customer touchpoints around insights and leverage regular and digital engagement to deliver personalized, relevant, integrated and efficient experiences.
Focus on the roadmap
Integration with the client is a never-ending process; it is limitless. Customers will continue to transform, and so should we.
Here are eight steps to help you build a customer engagement company that delivers a competitive customer experience with data, insights, and engagement:
1. Listen and observe your customers.
2. Set the standard for end-to-end customer experience.
3. Build a framework to turn data into actionable insights that drive customer success.
4. Connect all the dots with artificial intelligence technology.
5. Form a leadership committee responsible for customer experience and data integration, bringing together 360-degree customer insights and engagement.
6. Identify which touchpoints are important, which need fixing, and which are missing
7. Develop each employee’s skills in the customer experience area.
8. Give each employee the autonomy to be successful in the eyes of customers.
successful company
In our work with HBRAS, we focus on a few companies to document their journey to become a 360-degree customer integration company. These include Ethan Allen, Kellogg’s, Kimberly-Clark Corp. and Pacific Life Insurance. In addition to the 1,100 executives surveyed, the report includes best practices that should be implemented by those serving on the CX steering committee, as well as a checklist for customer experience excellence.
