Do you have a customer-focus creed? How visible is it to your employees? In the conference room of a company I visited recently a poster served as a clear reminder for making customer centric decisions. Think about the highest priorities indicated by your most recent customer feedback, and how you could insert those priorities into a poster like this one:
Our goal is to increase customer retention through product and service value creation. Achieving this goal requires the commitment of all employees on a daily basis to:
Ensure all decisions support increasing value for key customers.
- Ask when assessing the merits of a product, service or policy:
- How does this strengthen our relationship with our customers?
- How does this make doing business with us easier for customers?
- How does this exceed the needs and expectations of customers?
- Can we do this successfully, and will our customers notice?
Reminder badge cards or posters such as this are great for building a customer centric culture. Besides management’s example in walking the talk, these reminders may be the next best thing to having the customer physically in your meeting rooms to monitor your dedication to superior customer experience.
Synchronizing with customers is the key to strong business results. As customer’s circumstances and preferences evolve, firms can do best by stepping into the customer’s shoes and innovating business models, processes, and value from the customer’s perspective.
Customer experience management is a discipline that’s sorely needed in every industry. CEM is enterprise-wide dedication to serving customer needs from their perspective. CEM recognizes that businesses exist to serve customer needs — not the other way around — and by doing so, customers provide revenue for paychecks and budgets and shareholder value. There’s a great deal to be unlearned in every company’s practices to comply with these simple truths!
Customer experience is the great differentiator of the future! CEM is the answer to the quest for sustainable profitability and brand value. Synchronization with customers through the discipline of CEM is essential as customers increase sophistication and constraints evolve, and as technological and social forces accelerate our challenges and opportunities simultaneously.