Creating a Customer Focused Organization
Interactions with our customers are centered in our vision and core values. All of our team members are challenged to evaluate and build standardized processes equipping them to flawlessly execute the table stakes of our industry – taking orders and delivering product for example – as a first step. The table stakes are a critical foundation, but they are not what drive customer success. In fact, we know they are easy for our competitors to replicate.
Defining the Ultimate Customer Experience
In a previous blog, I talked about “Defining the Ultimate Customer Experience,” which is taken from Scott McKain’s Collapse of Distinction, outlining three levels of customer interaction: Processing, Service, and Experience. If you haven’t had the opportunity to read my previous blog, please check it out.
On the surface, creating a customer focused organization sounds easy. We could demand our team members provide services their customers need (Process) and conduct value added activities to assist in overcoming industry challenges (Service). But, would these mandated actions be enough to create a customer focused organization? Quite simply, no.
Customer Focus
Demanding action is not a long term success strategy for us or our customers. Going back to McKain’s discussion, “Customer Focus” is “when your efforts and your organization’s actions are wrapped up in customer experiences so compelling customer loyalty is assured.” Process and service cannot be neglected. We understand creating emotion is the key to customer loyalty and earning repeat business.
Over the past several months, our team members have had many conversations about living our Core Values. WOW the customer is the embodiment of McKain’s challenge to create an experience so compelling there is no other logical choice for our customers. We frequently talk about our Core Values and the importance of tying actions back to them. This thought process is becoming second nature for our team, not something they are reminded to do.
We are committed to be a “Customer Focus” organization.
Every action, decision, or strategy must begin with the goal of creating a WOW customer experience. Our Vision statement emphasizes these commitments:
- …recognized by our customers as key factors in their success.
- …continually earn our customer’s loyalty through exceptional service…
Economic or competitive pressure will impact us, what customers ask us to do and what we can do will change with time; however who we are rarely changes.
Taking Action
Supporting our commitment to “Customer Focus,” every action, decision, strategy or service is required to “pass the test.” The "test" has two questions formed around the tenants of our Vision.
- Will my action, decision, strategy, or service be recognized by our customer as a key factor in their success?
- Will my action, decision, strategy, or service continually earn our customer’s loyalty?
If the answer is “yes” to both questions, we are creating the right experience in support of a “Customer Focus” promise.
Driving Loyalty through Customer Experience
Building and creating a customer focused organization is truly an effort to create customer experiences which drive customer loyalty. It is not being a sales organization with great products and value added services. Rather, it is about leaving our customers filled with positive emotion because we created an outstanding customer experience. This experience confirms our focus and promise is not just who we are, but more importantly, who we will always be!