In this article, you'll learn...
- Why you need to have an organized and phased approach for integrating Customer Experience into your organization
- How to begin to align your teams around the experiences your customers have with your business
OK, let's get real about the buzz around customer experience. As has been the case with nearly every incarnation of customer-focus activity, the focus on experience is inadvertently randomizing corporations, sending people out on tactical missions to map customer touch points that have no future relevance to the operation, and making a lot of consultants happy.
To make customer experience stick as part of your operation, you need to have an organized and phased approach for integrating it into your organization. Without it, customer experience becomes one more customer-focused tactic that your company tried for a while and then abandoned.
So here, based on working with scores of clients from around the world, is the real-world approach for how to integrate customer experience into your operation—in a way that will make it stick and change how you work.
In this article, I'll discuss the first three focus areas. In the next installment, I'll discuss the last two focus areas.
Focus No. 1: Alignment Around Customer Experience
(Images in this article refer to an insurance industry example.)
Many organizations say they focus on their customers' "experience," but few do the hard work to define the stages of the experience from the customer's point of view.