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Customer- Centric Culture B2C Customer- Centric Culture B2C Navigating a Brand Experience Evolution:...
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Customer- Centric Culture B2C Navigating a Brand Experience Evolution: Changing Thinking, People & Facilities Alison Circle Columbus Metropolitan Library CX Tool
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Transcript of Customer- Centric Culture B2C Customer- Centric Culture B2C Navigating a Brand Experience Evolution:...
Customer-Centric Culture
B2C
Navigating a Brand Experience Evolution: Changing Thinking,
People & Facilities Alison Circle
Columbus Metropolitan Library
CX Tool
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Who is Columbus Metropolitan Library?
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Who is CML?
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Who is CML?
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Who is CML?
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Why Change?
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Why Change?
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Customer Experience Evolution
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Why Change?
• Changing customer needs• Evolution of materials format (books, magazines, reference materials)• Evolution of learning methods and formats• Circulation of eBooks higher than 10 of 21 branches
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How Are We Changing?Thinking
Before
The old hierarchical design of library staff
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How Are We Changing?Thinking
AfterThe new matrix design
of library staff
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How Are We Changing?Thinking
Before
The old siloed approach to customers based on our expertise
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How Are We Changing?Thinking
After
New approach to customers based on their life and needs
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How Are We Changing?People
• Building the case for change
• Lead the Change
• Emerging Leaders
• CML Certified Training
Strategic Attributes Investments Desired Outcomes
Appointed a Chief Customer Experience Officer
ENERGYInspirational Leadership
ACCOUNTABILITYDoing right by today’s
customers
SUSTAINABILITYEnsuring our future
• Change Management• Leadership Institute• CML Values• Develop People• Proactive Communication Plans
A motivated workforce
• No Excuses (KIPP model)• Whole Branch Experience• Branch Audit Teams• Service Delivery Plans• ECE
CML usage grows
• How to be Important• Chart the Lifecycle of a Customer• Create a Future Vision• A Culture of Innovation• Business Plans
A new generation of
users
How Are We Changing?People
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How Are We Changing?People
Weekly Briefings from Chief Customer Experience Officer
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How Are We Changing?People Content
from cxpa.comEducating and Sharing Best Practice Information
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How Are We Changing?Facilities
• Rethink the purpose and utility of our facilities• Refine the CML brand
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How Are We Changing?Facilities
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What’s Next?Mystery Shopper
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What’s Next?Concierge Service
VS
Proactive
Passive
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What’s Next?8 New Facilities
What happens in a library?
What do customers expect?
How do young people drive our change?
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Lessons Learned
• Success driven from top leadership, from Board of Trustees through CEO.
• Always explain the “why”: staff want to be smart about business decisions and the “why” helps with buy-in.
• It doesn’t happen overnight. Our internal strategy focused on staff drives to an outcome of “World Class Customer Service.” This change has happened over the last two years.
• Key training: all managers trained on Managing Transitions, by William Bridges to help staff embrace change.
