4 leading principles for successful customer experience.
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Transcript of 4 leading principles for successful customer experience.
4 leading principles for a successful customer experience.
CEX Sells
1 2 3
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Customer Experience (CEX) is the new code word for making a difference for your customers.
Products and services are becoming increasingly similar and more is needed to a9ract the customer’s a9en<on. What do successful customer-‐oriented companies from various countries and sectors have in common? A Good Customer Experience. We can dis<nguish 4 principles.
4 principles for a successful Customer Experience:
1 Start by sharpening your brand.
2 Select a number of customer touchpoints and emphasize these.
3 Align all your employees with the desired customer experience.
4 Think about your eco-‐system: involve your partners in realizing the customer experience.
CEX Sells – 4 leading principles for a successful customer experience
Start by sharpening your brand. 1
Successful companies have a very good understanding of the values of their brand. Based on these values, they will implement an op<mal customer experience.
CEX Sells – 1. Start by sharpening your brand
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• Define the brand values you wish to communicate as a company to the customer. • Translate your values into straighOorward principles. • Convert these principles into an experience for your customer.
CASE Bright House Networks The American cable and internet provider Bright House Networks stands for the brand value "Friendship". For them, friendship means openness and support. They translate these principles into their customer experience by not imposing binding contracts, and by being available every day and night.
CEX Sells – 1. Start by sharpening your brand
In a global survey of 28,000 consumers, 63% said they only buy products and services that appeal to their beliefs, values and ideals.
CEX Sells – 1. Start by sharpening your brand
GFK, April 2015
63%
Select a number of customer touchpoints and emphasize these.
2
The dis<nc<veness of a company lies in mee<ng only those customer desires that are a match for the business.
CEX Sells – 2. Select a number of customer touchpoints and emphasize these
• Describe the customer journey by mapping all customer touchpoints of your company. From the moment that a poten<al customer thinks of your product or service un<l the aWer-‐sales.
• Focus on customer touchpoints that really ma9er and that you can shape star<ng from your brand values. • Be crea<ve in redesigning the chosen touchpoints. Be inspired by technological innova<ons.
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CASE Emirates
The interna<onal airline Emirates wants to provide customers with an excellent experience by providing the most comfortable flight. The brand pampers first class travellers -‐ the key target group for Emirates -‐ with the ability to shower in the air. For these travellers it is of value to arrive refreshed at their des<na<on so they can go directly to their appointment. In this way, Emirates presents themselves as a top lifestyle brand.
CEX Sells – 2. Select a number of customer touchpoints and emphasize these
Just 7% of consumers think brands posiYvely or meaningfully contribute to their lives.
CEX Sells – 2. Select a number of customer touchpoints and emphasize these
Havas, April 2015
7%
Align all your employees with the desired customer experience
3
Your company needs employees who fully live and breathe the brand values. This not only applies to employees with direct customer contact, but for everyone within the company.
CEX Sells – 3. Align all your employees with the desired customer experience
• When hiring new employees you must clearly inform them where your brand stands for and what this implicates.
• Translate the desired employee behaviour into clear rules in the workplace. For example, think about an Employee Journey.
• Monitor employees on a regular basis and provide the necessary training to carry out the brand values �in a consistent manner.
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CASE: Pret A Manger
The Bri<sh organic catering company Pret A Manger places hiring decisions of new colleagues in their employees’ own hands. AWer a trial day, the team determines whether the new employee matches the company and can stay or not. Teamwork is essen<al for the company and in this way, the new colleague garners support from exis<ng employees.
CEX Sells – 3. Align all your employees with the desired customer experience
Globally in 2013, 66% of consumers switched brands or business due to poor customer service, a 4% increase on the previous year. Some 82% of those who switched said the brand could have done something to stop them.
CEX Sells – 3. Align all your employees with the desired customer experience
Trendwatching, September 2014
82%
Think about your eco-‐system: involve your partners in realizing the customer experience
4
Share your vision with all partners and think about the customer journey together. This creates involvement and ensures all par<es remain aligned.
CEX Sells – 4. Think about your eco-‐system: involve your partners in realizing the customer experience
• Map your en<re customer experience eco-‐system and engage all par<es within this eco-‐system.
• Shape the op<mal customer experience along with your partners. This offers the customer a consistent story.
• Always create a win-‐win situa<on for both partners. This leads to a las<ng coopera<on.
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CASE AON and Carglass Insurance company AON works together with Carglass (specialist in car window repairs) in order to resolve damages as seamless as possible. For example, AON defined together with Carglass five touchpoints in the customer journey, within car window repairs, in order to draw more a9en<on to themselves as an insurance company. During one of these customer touchpoints, the Carglass service technician provides, on behalf of AON, an informa<on booklet with informa<on on assistance in case of damage. All these moments fit the image that AON wants to project to their customers.
CEX Sells – 4. Think about your eco-‐system: involve your partners in realizing the customer experience
Mercedes-‐Benz USA wanted to increase dealer involvement. The company launched a program where culture, customer service and driving were key. Dealership employee involvement increased by 9.5%. The number of employees that didn’t feel involved before the program, decreased by 22%.
CEX Sells – 4. Think about your eco-‐system: involve your partners in realizing the customer experience
CEX Sells, April 2015
9,5%
This E-‐paper is based on the book CEX Sells: het inspira1eboek voor MerkWaardige klantbelevingen by Beate van Dongen Crombags and Deborah Wietzes. Beate and Deborah are part of VODW, the Dutch consultancy partner of PetreConsultants.
CEX Sells – 4 leading principles for a successful customer experience
The book describes 36 successful global customer
experience cases that served as a basis for the 4 principles
highlighted in this paper.
CEX Sells Feel like exchanging some thoughts on your organizaYon? Friedrich Pétré [email protected] Lawrence Landeloos [email protected] 02 503 10 81 www.petreconsultants.com PetreConsultants houses a team of management consultants who believe in pragma<sm, niche methodologies and posi<ve energy
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