3 ways to kick-start your customer experience development

80% of what you do within your organisation deliver no value. This is what textbooks tell us, the 80/20 rules. If you contemplate on it for short while it is a scary thought. I have worked now for over 15 years and I can say that this rule is true. The larger the company the more true it is. So how do you get out of it? Well I think the most effective way is to use the customer experience as a tool.

I must admit that customer experience is fairly new to me as a work method. I am still developing my thoughts but I see the power it can have since it can both alter the thinking of people but mostly it focuses your resources to do solve true customer problems.

So how do you kick-start your customer experience mapping?

Well there are probably several ways, but theses three methods are a good way to start.

·       Your data speaks to you. Understanding your data is your main skill as a leader. Data driven is key to right decisions. Let your analyst paint a picture with data on phases your customer goes through, and force them to put words together with the data. You are looking for story, let them build the story from the numbers you have.

·       Your customers voice is another easy key. Listen to your customer service agents and look at your Facebook comments or other reviews you might have. Force your analyst to map the reviews on a customer journey. Keep track of new reviews

·       Get a consulting company to do a customer journey mapping. I think this is a must for all companies that work within the B2C field. The mapping will not only give you new insight but it is a super useful tool to keep your organisation customer centric.

I will try to write more on the subject as we move along. One of the main pitfalls I see right now is that your top management does not embrace the results. If they don’t truly understand how to use it to transform the company then you are in a true uphill.

If your CEO is not passionate about your customer experience quit your job

Customer experience is becoming the only game in town. You can do a thousand of things within your organisation but if your customers haven’t noticed then you have failed.

The above statement is today’s harsh reality we live in. Everything is spinning faster and new technology opens up for attacking your business. This is especially true for companies within the B2C field. To cling on you need to grasp the importance of customer experience and the role it has in tomorrow’s market. Companies that do not grasp its essence will eventually diminish. One company that gets it is Amazon. Google on Jeff Bezos letter to shareholders and you will see his restless championing for the customer.

The person that should be the champion for your customer experience should be your CEO. Your CEO is the captain of your ship. The captain holds the wheel and sets the course. Since todays environment is so competitive and fast the role of the CEO can no longer be only to work with high-level questions. Todays CEO need to get their hands dirty, they need to care for the details of the organisation, understand the customer and understand the key components that drive growth. One of the main areas that only a CEO can influence is to setup an organisation that is fast and makes the right decisions with minimal management involvement.

The CEO together with the employees needs to figure out what parts of your customer experience that drives value. Thereafter you need together with your employees setup a direction on what you are aiming for. Doing this will have several effects:

o   You will start delivering true value to the customer that will turn into growth.

o   As a CEO you will understand your business and be able to make better decisions. You will be able to ask the right questions towards the organisation. This will make everyone smarter and more focused.

o   People will be super motivated with a sense of purpose. As a CEO you will then have a smooth organisation that will be self-sustainable.

A company is of course more than just one person but the higher up the more you can influence the outcome. In the end the only thing that counts is what your customer thinks. So if your CEO is not passionate about customer experience, then you are most likely screwed in the long run, so you better start looking for a job now.

Customer experience

How important is organisational culture in a digital world?

I encountered the below great example on how a CEO builds culture by getting his hands dirty. But first let me develop some arguments on how I view the importance of culture in today’s fast and digital world.

“Culture is important to keep employees and to beat competitors”

In today’s fast environment and changing customer preferences you cannot operate a company without CSR thinking, sense of purpose and constant monitoring of the customer experience. Add to this mix the culture. The culture is becoming more and more important to be able to keep strong employees and to develop your business.

Make no mistake about it – the top management sets a company’s culture. The most influential people in a company will affect the culture. Companies with a strong and healthy culture are doing extremely well. Usually these companies have their founders still active (IKEA, H&M, Amazon).

Personally I have worked in different type of companies. All of them try to cultivate a certain culture but it is extremely hard. A culture is according to me based on:

·       Top managements way of thinking,

·       The questions they ask,

·       The way they think about the organisation,

·       The way they genuinely care for people and the way they give a purpose of where the company is heading.

In a fast and digital world culture is more important than ever. In Sweden we have an extremely hot job market within IT and people can change jobs on a weekly basis. In my company we have had a few great years but eventually reached a plateau. During this time the culture has changed. As you hit the wall the culture needs to absorb the effect so you wont loose your employees. We all know that the brightest disappear first. Some people say that tomorrow’s organisation will only exist for a couple of years, until the needs have changed or are fulfilled by others in a better way. I come to think of Tom the navigation company that was replaced by the Maps function in our mobiles. The mobiles and the two main platforms, Android and Apple can with a few moves kill a whole market. It helps that they have strong financial muscles but their strong culture helps to constantly advance.

Anyhow, if you are among the top management and reading this keep in mind that you are the one responsible to set the culture. Now to the wonderful story I found on the net:

“Culture is set by top manangement”

As a CEO of a huge company, you often get out of touch with your workers- all you see are results. Here’s a good story to highlight the point:

The CEO of a manufacturing company I worked for some time back visited our division for a “peptalk” type speech since the company was doing so well. He was trying to talk everyone and everything up, but noticed he wasn’t getting the expected response. At the time, we were all being forced to work 60+ hour weeks + and mandatory weekends to keep up with customer demands. We were all exhausted, fed up, and even though we were getting overtime, we felt like we were getting screwed (the factory was hot and involved a lot of physical labor). 

Our CEO, who happened to be a genuinely nice and caring guy, happened to see a woman with wet eyes during the speech. He cut things short, then asked her point blank “We’re surrounded by good news and you look so sad…can I see you in a few minutes?”

The lady’s name was Julie, and it was rumored she was about to be fired due to attendance. She was a single mom, and because we worked so much she had a hard time finding people to watch her kids, resulting in her being late or absent. She got called in to the manager’s office that morning, and by her response, we think she finally got the boot.

The CEO called us all into the meeting room again later that day (which was unusual), and wow—the law got laid down. He announced he was going to stay in town for two weeks and personally go through every employee’s records (there were over 250 of us!), and his office door would be wide open to anyone that would like to talk to him. He also said that nobody at his company would ever be disciplined over a family issue, and immediate changes would be forthcoming.

Julie came back to the crowd with a huge smile, so I assume things were straightened out. In that two weeks the CEO was there, plans were made for on-site daycare, weekly employee lunches, and temp workers were brought in to get our workhours down to the 40-50 hour range. Weekends were made volunteer only, and we all ended up getting $1000 bonus checks. We were all shocked, and it boosted morale like nothing else.

Driving a reputation: Brands & Donald Trump & Hillary Clinton

Working in a highly recognized brand once reputation is extremely important from many aspects. A positive brand helps drive sales. A negative hinders your sales.

It strikes me how similar this is in todays elections in the USA. People say that they do not like any of the candidates since their reputation is bad. Even though they feel that they have no choice. A bit like companies in various segments of the market especially markets with oligopoly (like banks, oil companies, etc).

In our case we partly sell due to the lack of alternative. The lack of competition. The question is how long will this hold. As soon as something better comes along you are done. The same thing is in politics. When something or someone comes along that is perceived as better as a political party you will not be able to react. Reaction has to start when you are the fatest cat around not when you already start loosing weight.

So the learning for any company out there is to get your innovation engine going. It can never stop especially in todays fast environment. Setup your organization accordingly. Get specialist, work with the culture but everything begins with asking the right questions.

The management bullshit books

Anyone who has read business administration at the university can testify the vast amount of management books one has to read in able to pass the courses. My reflections after working for a few years I can say they are all full off bullshit. Pardon my language but the models and theories presented in these books are so complicated that I think you have no use of them in real life.

I just read a book about the secret of companies that excel in business and it brought me back to my academic years. This book was trying to identify the main factors for successful companies. To make a long story short you the time one can say it is a mixture of management style, strategy, right focus and a bit of luck.

From my experience what most of these books teach us is common sense. The absolutely most important thing for successful companies, according to my opinion, is to understand what your are good at and why. When you understand this you have the core of your success. Building on this will excel you to long-term happiness. You can illustrate it like an onion. The core is where you start thereafter you need to build layers around the core. Many companies do the mistake to start things far away from the core, which is a real gamble.

Understanding your core is in many ways harder that people think. Usually it sits with the founder of the company and when he leaves there is a real risk of loosing this insight if he has not passed on this knowledge. For example Steve Jobs understood this and tried to pass it on to Tim Cook. The founder of IKEA is planning to retire and has tried for many years to build a culture, which reflect his values. Let us see to whom he will pass it on to, his sons?

Leading people is not easy, but it is also much harder if you do not understand why you have succeeded.

Leading and developing a digital team

I have had the priviledge to attend one of the beter leadership training courses in Sweden. This training course is rather famous in Sweden and is called UGL (Utveckling Grupp Ledarskap). UGL was developed by the swedish military to teach sergants and other decission makers how to understand group dynamics and how to get the most out of your team. After attending this course I have started seeing my team with different eyes.

My reflections touches mainly the power of dynamics between team members and the importance of having a clear path as a leader.
Since the digital space is fast paced and demands your team members to constantly upgrade their competence this puts a lot of stress on you as a team member and leader to be clear, precise and basically all over the place. I also think that a digital manager have to constantly be updated on the general develpment. For example you need to know how mobile affects your business model and how social media is evolving and what all this means for your team and resources.

There are a couple of ways to respond to this as a leader but the most important is seing your collegues as chess pieces. I mean that in the most positive way. As the digital space evolve you want to be strategically placed correctly. Move you team in the right direction. This is of course easier said than done but when you get the thinking you will be in a very good place.