Six Essential Factors For A Successful Customer Experience Program

Six Essential Factors For A Successful Customer Experience Program
SHARE
THIS



Organisations need to make a concerted, sustained effort to become customer-centric, taking a strategic rather than a tactical approach, Qualtrics managing director Bill McMurray APAC says in this guest post.

While most companies recognise the importance of keeping customers at the forefront of everything they do, very few have been able to do so effectively. When building a customer experience program, too often people rush into it, without aligning all the necessary factors to move forward with creating a customer-centric organisation.

Organisations need to make a concerted, sustained effort to become customer-centric, taking a strategic rather than a tactical approach, according to Qualtrics.

Introducing a Voice-of-the-Customer (VoC) program often leads companies to question their readiness to shift towards a customer-focused culture.

Organisations are rushing to implement a customer experience program to get closer to their customers but successful VoC programs aren’t ‘one-and–done’ initiatives. A customer-centric culture must truly be established in the organisation.

Qualtrics has identified six general factors that must align for companies to produce the optimal customer-centric culture.

  1. Strong leadership

Establishing a customer-centric culture starts at the very top. Without executive-level buy-in there is a low probability of creating maximum impact for any customer-centric initiative. Organisations also need to garner the support of lower level leaders to truly move the needle on improving the customer experience.

Leaders set the tone for their subordinates, so if a leader decides that the customer is important, their direct reports will follow suit.

  1. Vision and clarity

The company’s vision for customer experience needs to be specific so that everyone within the organisation can easily understand the common goal. Leaders should start by focusing on the language and messaging to convey the vision. It can be useful to create a clear vision statement and refer back to it often to keep projects on track.

  1. Engagement and collaboration

As employees become more deeply engaged, the resulting cross-functional collaboration and synergy will help create more impactful and successful customer initiatives. Driving engagement depends on understanding the workforce, which can be done through implementing a formal feedback program.

  1. Listening and learning

It is critical to get customer feedback as a basis for any changes, as well as to listen to employee feedback regarding how well these changes are working. It is therefore important to implement a systematic method for monitoring and collecting feedback.

Because customer feedback can be gathered via multiple channels, it’s important to build any listening program on a robust platform, like Qualtrics, that can pivot with customers as their feedback preferences change.

  1. Alignment and action

To achieve success, each action taken within the company must be aligned to the ultimate vision. Before acting, it’s important to analyse the root causes or drivers of things that need to be changed. Then leaders can assign people or teams to take measurable steps to make those changes.

  1. Patience and commitment

Building a world-class customer culture is not an overnight exercise; it takes time and cannot be completely outsourced. The most successful customer-centric organisations are built iteratively over a number of years.

Businesses need to alter the customer culture, refine collection practices, increase the complexity of analyses, and make action widespread and aspirational. All along this journey, business leaders must demonstrate patience and commitment to the process and vision.

More than ever, companies must leverage the customer experience to succeed. An exceptional customer experience is a true differentiator for brands, but in order to achieve this differentiator, organisations must own the success of their Voice-of-Customer program and embed a culture of customer-centric into the organisation.

This allows organisations to take action and respond to customers in real-time, to make a negative or okay experience, an exceptional experience and ultimately life-long customers.

 

Please login with linkedin to comment

breakfast show mcchoco RTB Salary The Australian vmo

Latest News

Patrick Rutkowski Joins Banter
  • Marketing

Patrick Rutkowski Joins Banter

Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]

Mike Wilson Steps Down As Chairman Of Havas Media Group ANZ
  • Media

Mike Wilson Steps Down As Chairman Of Havas Media Group ANZ

Havas Media Group Australia and New Zealand chairman Mike Wilson will step down after eight years with the agency at the end of August. Wilson will continue to act as a consultant to the business on key projects. Wilson launched Havas Media Australia as founding CEO in 2013, before stepping into the newly-created role of […]

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]

Hootsuite Acquires Conversational AI Platform Heyday
  • Technology

Hootsuite Acquires Conversational AI Platform Heyday

Hootsuite has today announced its acquisition of Heyday, a Montreal-based conversational AI platform that enables brands to deliver personalised customer experiences through 1:1 messaging conversations. Commerce is rapidly moving onto social and messaging platforms. Hootsuite, a pioneer in the social media management category, has the largest customer base in the industry and with this acquisition […]

Officeworks Partners With Canva
  • Campaigns

Officeworks Partners With Canva

B&T's a huge fan of the Officeworks shopping experience, but just throwing it out there about possible $1 hot dogs?

PRIA Announces National Conference
  • Marketing

PRIA Announces National Conference

Public Relations Institute announces national conference. Sadly, Roxy won't be speaking on unwanted doorstep excreta.

EATIVITY Founder Moira Geddes Becomes First-Ever Micro-Publisher To Take Part In IAB Mentorship Program
  • Technology

EATIVITY Founder Moira Geddes Becomes First-Ever Micro-Publisher To Take Part In IAB Mentorship Program

Moira Geddes, founder and director of independent food publication EATIVITY has been handpicked by IAB Australia to become the first ever micro-publisher to take part in its Mentorship Program, highlighting the important role that specialised custom digital sites play within the country’s media landscape. EATIVITY aims to keep consumers in the know and help small […]

Hivestack Appointments Ichiro Jinnai As President, Japan
  • Advertising

Hivestack Appointments Ichiro Jinnai As President, Japan

Hivestack, the global ad tech leader in programmatic digital out of home (DOOH) advertising, today announced the appointment of Ichiro Jinnai as president, Hivestack Japan. Jinnai will be responsible for driving the regional strategy, direction and expansion of the Hivestack platform in Japan. “I am beyond thrilled to welcome Ichiro Jinnai to the Hivestack family,” […]

LENS Technology & Analytics Appoints Nikhil Elayat As Business Director
  • Advertising

LENS Technology & Analytics Appoints Nikhil Elayat As Business Director

Audience measurement platform LENS Technology & Analytics has appointed Nikhil Elayat to Business Director to fast-track growth opportunities across Australia and New Zealand. Elayat (pictured) joins from New Zealand’s largest independent advertising agency, Stanley Street, where he was head of advertising technology. He played a pivotal role in building adtech functions within the performance team […]

Burnet Institute Launches How Science Matters Podcast
  • Media

Burnet Institute Launches How Science Matters Podcast

Australian medical research institute, The Burnet Institute has launched, How Science Matters podcast. The informative podcast will be co-hosted by former ABC Radio journalist Tracy Parish and Burnet institute director and CEO Professor Brendan Crabb AC. Crabb is also a microbiologist, malaria researcher and will share his knowledge on contagious diseases. How Science Matters was […]

D&AD & Google Launch Shift In Sydney
  • Advertising
  • Media

D&AD & Google Launch Shift In Sydney

This extols "turning your passion into your profession". Unless your passions are dancing dachshunds or roller limbo.