Becoming Customer Centric is about People inside your organisation
The vast majority of organisations realise the importance of
listening to their customers. Many have programs in place to
increase customer interaction and improve the customer experience.
With the link proven between customers who are happy with their
service and increased orders, building relationships with customers
should be a top priority.
When implementing customer experience improvements such as Voice
of the Customer programmes, employees need to be informed and
interested in the project as they are key to delivering the
customer experience. Josh Bernoff of Forrester research comments:
"From a marketing perspective, not keeping your staff updated on
what your customers think of you is about the dumbest thing you can
do and can undo all your hard work".
It is essential to share the findings of a Voice of the Customer
program with the right people in the organisation. This not only to
ensures all matters are followed up but also employees can see
their efforts making a difference. Members of staff like to
know that what they do affects the end customer in a positive way.
Technology projects, when properly planned and implemented will
take care of themselves, the focus needs to be on creating a
cultural change throughout the organisiation.