Customer focus, Employee focus
Customers today demand greater choice. To stay successful, organisations must confront and deal with this demand; they must also design a corporate culture to actively embrace it.
“Smart-up” your customer facing teams by taking managers and staff beyond the traditional mindset into one that improves yours customers’ experiences, which will help to grow the revenue of your organisation in the process. Here are some of the ways you can implement it.
1. Know the customer better
Ever had one of those frustrating customer experiences where the person you’ve just spoken to hasn’t been able to help you? Your needs haven’t been met and you take your frustration out on the employee or their manager. But the fault is with the top level managers. The negative customer experiences are almost always because the employee has been placed into a “dumbed down” role. Prohibited from moving beyond a transactional level, their task is simply to increase the portfolio of narrow range options.
Fujitsu moved beyond its focus and go further to understand their clients’ non-IT issues at a deeper level. In doing so they “smarted up” their service staff to uncover business problems in need of IT solutions. One way of making this happen even faster is to use video focused magazines where employees and customers are empowered to share information, ask questions and – importantly – get answers! It’s a big learning curve, particularly for the Management of larger companies, but as a number of our clients have found, video is a very valuable and efficient method of communication/engagement.
2. Encourage conversations to enhance knowledge
When customers feel that they haven’t been listened to or their demand hasn’t been met, they are made to feel like one of a million – not one in a million.
In the “smarted up” model, sales staff are given the freedom to engage in a wider range of conversations with the customer In order to fully understand their situation; the customer experience becomes more personal.
Now the smart people are telling the organisation what the customers really need and want; in the process, generating a new source of revenue streams for the business.
3. Think beyond cost and see the value
Cultural change in organisations often meets resistance with managers saying: “Can I afford to pay my operational staff more?” and so on. Too many business organisations know the cost of everything, but the customer value of nothing.
Again it comes down to a traditional and transactional mindset. When “value” is separated from “cost”, everything becomes expensive. The global drive to move work to the lowest labour cost betrays the inability to think past transaction and cost.
Employing people to do more responsible tasks is an investment that delivers value. The key is to recognise the value of the most priceless commodity – the people. Allowing members of staff to have responsibility and to honour the knowledge often have of the front line business issues can be a powerful enhancer for a business. One of the ways that works well for this communication is video, not flashy high end expensive material, but people centred video that gets to the heart of a business – something Take One are experts at, so if you want to know more – just ask!