Customer Experience - Thought Leadership

Change is hard

Changing how your company operates is hard, but can be done. You must create a whole-company focus to empower your people to be self-directed, to major on the cross-functional business processes necessary to create ongoing customer value, and to innovate to stay relevant as the market changes.

Insights

What is the value my business sells?

The results of your efforts to create value are measured in the customers’ perception of that value. But customer value is all about subjective perceptions, which can only be influenced, not controlled.

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How do I know that my organisation is creating customer value?

All organisational activity should be about generating value for our customers. But few people are able to define ‘value’ as something that’s actually meaningful in the context of an initiative or a customer.

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Customer-centricity - three ways leaders can embed competitive advantage

A culture of customer-centricity has given many leading companies success. By listening to prospects and customers, meeting their needs, driving engagement and advocacy, determined culture change, which puts the customer at the heart of the business, results in efficiency, growth and profitability.

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Who are your Customers?

A truly customer-centric organisation knows their customer segments. Some organisations are service-oriented rather than sales-led, or have a variety of customers, but nevertheless each needs to understand its customers’ personas and clearly communicate the Why, and the value it gives each group.

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Resolving Product-Aware and Customer-Centric Business Models

A product-led organisation markets the benefit of its products to as many customers as possible. Customer-centricity flips the process around and aims to understand the needs of the customer, and then provide the best solution. The customer experience is what now delivers greatest business value.

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Measuring Customer Value

Companies succeed by providing superior customer value. Value is the basic utility of the product or service, plus a customer surplus that results from the way that a company connects with its intended audience. How value is created and how it is perceived as relevant to a purchase is discussed.

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Service or Success?

On the whole, Customer Service is reactive, and keeps customers satisfied by dealing with their query or problem. In contrast, Customer Success is a proactive approach that puts understanding and supporting customers’ desired business outcomes at the heart of operations. We discuss how to change.

Insights

A Cross-Functional Company Structure

The traditional organisational silo structure, is rarely an effective way of organising a workforce. Neither is the command and control management style of order giving. A cross-functional set of empowered staff in self-directing teams who focus on delivering value to customers works much better.