Customer experience transformation - Three major components

Customer experience transformation - Three major components

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a lot of clients asking us what does it take to actually launch a custom experience or customer centric program that actually yields benefits through the years we've seen three major components that really make the difference between a program that works and a program that doesn't and actually I can even say I've seen many clients on the topic of custom X painting each time one of these three components was missing the actually the program was not a
00:35
success and when the three were there it actually was the first element is essentially making sure the top management is really convinced by this idea of a customer centric direction of strategy for the company that means not only expressing it I would say on posters on billboards on internal communication but even going to this idea of having a common purpose of the organization around being
01:05
customer-centric this enables a lot of elements and a lot of power around all the employees of the company to actually do the right thing for the customer it's very important because it gives them the right mindset around customers and around being there for a good purpose for the customer the second layer is essential and it has been along the years one of the trademarks of McKinsey
01:36
around this idea of customer centric transformation around core journeys that need to be identified first what are the ones what are the journey is for a customer that actually matter opening a new account changing my phone resolving a bill issue resolving an incident or simply asking more details about another product or a new product this coming from the customer is a core journey for them what are these journeys for you for your
02:08
company what are the ones that actually matter in satisfaction of customers but once you have identified the Cohens how do we transform them how do we go about them how do we digitalize them how do we redesign them and and really having a no listing perspective about this transformation and making one after another the journey is better for the customer so rewire the organization to be better towards the customer that's the second layer the third layer which
02:40
is essential is this idea of a certain number of enablers right so making sure that customer expense is part of the way you recruit people the way you evaluate people the way you promote talent the way you train people but one particular element of this enablers stands out it's this idea of having always from the outside this idea of a feedback loop so this idea of permanently receiving live
03:12
feedback from customers to your front line to all of your as possible as many as possible of your employees that creates a sort of a bottom-up adoption effect which if you take now the three layers of the pyramid together with this top-down push from the management this rewiring of the organization and this bottom-up adoption from all the employees actually getting live feedback from the customers you actually have a system that starts to really really help the company improve over time

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