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.
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.