Your goal is clear. You want to build more profitable customer relationships to grow the business. That means creating compelling experiences that delight your customers and deliver what they want. And that starts with your employees.
Every employee from the front-line to the back office needs to clearly understand what a great experience looks like from the customer’s perspective, and how to act and communicate in customer-focused ways in everything they do.
How do you build a company culture focused on exceptional customer experience?
Whether you’re just gearing up or already making strides, you need to do two things:
- Develop a data-driven strategy that focuses on giving your customers what they really want.
- Transform your company culture to make every customer experience a success.
A new Forrester® Research report spells out these steps, and where to get help along the way.
- Develop a strategy that puts the customer experience at the heart of your business.You may have a good idea of what your customers want, but not everyone in the company shares that vision. How can you help your teams sharpen their focus?Forrester recommends:
- Clarify the core needs of your customers through research and customer analytics
- Involve key stakeholders to develop a strategic vision and roadmap for improving customer experience
- Create customer-focused communications, model language tools and training that helps employees understand how to bring your customer experience strategy to life
- Establish metrics to evaluate success
If you need help achieving these objectives, Forrester suggests you may benefit most by partnering with customer experience experts outside your organization.
- Transform your cultureTo make every customer experience a success, every employee needs to be on board. That usually involves key communications that help drive a customer-centric culture, such as:
- Defining employee behaviors that improve the customer experience
- Creating management coaching and employee training to help teams demonstrate and champion the right behaviors
This effort can be challenging and Forrester notes that many companies seek an outside perspective, getting help from experts in cultural transformation.
What kind of expert help can benefit you most?
Not sure what kind of expert you need? Wondering which experts can help you the most? In their report, Forrester analyzed 16 key companies that represent a “vendor landscape” of firms that can work with you to develop a customer experience strategy and transform your company cultures.
To help guide your decisions, Forrester recommends you consider this checklist:
|[ ]||[ ]||Have you created a CX Vision and supporting strategy for making your vision a reality?|
|[ ]||[ ]||Do employees have the tools and support they need to deliver the right customer experience?|
|[ ]||[ ]||Have you defined your metrics to measure your customer experience?|
|[ ]||[ ]||Have you defined specific employee behaviors needed to deliver on your intended CX?|
|[ ]||[ ]||Have you created job specific CX training and coaching programs to support adopting new behaviors?|
|[ ]||[ ]||Have you prepared managers to observe and coach employees for desired behaviors?|
|If you answered “no” to questions 1-3, a CX Transformation Consultancy is more important.
If you answered “yes” questions 1-3 and “no” to any of the questions 4-6, hire a Culture Consultant.
Ready to get rolling?
Some firms, like Beyond the Arc, have expertise to help with both customer experience strategy and culture transformation. We love helping clients overcome challenges to achieve quick wins and longterm gains – and we welcome the opportunity to do the same with you.