four keys of customer-centric organizations -...
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Four Keys of Customer-Centric Organizations
eBook
Some brands get away with taking a casual approach to their customer experience. But, unless you’re one of those imaginary organizations, you’re probably not getting away with anything.
In today’s Age of the Customer, intelligent companies have a distinct advantage over their lackadaisical counterparts. Fortunately for companies that aren’t as with the program (the Voice of the Customer (VoC) program that is), there are facets common to all successful brands, which can be learned and adopted with relative ease:
Get with the VoC Program
Culture Organization Automation Identification
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Culture
Change Employee Behavior. Transform Your Brand.At the root of every intelligent brand’s success is the right frame of mind. Without it, priorities are out of place, employee buy-in is non-existent, and positive change is near impossible. The right corporate mindset is everything.
The wants, needs, and expectations of the customer should influence every decision your brand makes. Smart brands factor the customer into every company equation. In order to put the customer at the center of everything, change must come from the top and trickle down to the location level. Intelligent organizations align company culture with company goals.
As technology advances and the customer experience evolves, combining employee engagement with the ability to adapt to the changing customer ecosystem is vital to the survival of your brand.
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Organization
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Silos are the bane of your customer experience. Collaboration and data sharing across all departments and levels of management, on the other hand, are a necessity for taking effective action on customer insights and creating a consistent experience across every customer touchpoint.
You wouldn’t drive your car without full visibility of your surroundings. Likewise, you shouldn’t operate your business without a complete 360° view of your customer experience. However your brand decides to stay connected, creating and sharing customer knowledge is an essential step to becoming a more astute organization.
Infographic: Visual Data: Listen With Your Eyes
See the Complete Customer View
Automation
The Customer Experience Happens in Real TimeCustomers are constantly interacting with your brand. This is where advanced VoC technology really comes into play. To accommodate each interaction, your brand should implement an automated system of rule-based algorithms which triggers actions like personalized communication, targeted offers, and cross-departmental notifications.
One way brands are focusing less on data collection and analysis and devoting more time and resources to brand strategy is through the adoption of an automated VoC program. In addition to saving your brand valuable time, a VoC program also enables your brand to act on customer insights in real time and better meet customer expectations.
Case Study: Restaurant Chain Saves $2 Million in Operational Costs Using Real-Time Customer Feedback
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Intelligent organizations know their customers intimately. No matter the channel, device, touchpoint, or business location, the smartest brands have
some level of understanding about individual customer preferences and behaviors.
By creating unique identifiers for each customer, your brand can produce a seamless and consistently great experience across every customer touchpoint.
These identifiers enable brands from every industry to sidestep the pains of manually tying together customer interactions with disparate databases.
A targeted campaign which relies on closed-loop marketing, for instance, isn’t exactly targeting anything without customer identifiers. Your brand requires those unique bits of customer information to run an effective campaign and
maximize your ROI.
Identification
Know Your Customers
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Your brand is unique and will face challenges specific to your organization. Incorporating these customer-centric elements into the framework of your brand will aid you in your quest to become a more savvy organization.
While the process of transforming your brand won’t be instantaneous (or accomplished without employee buy-in from every level of your organization), with proper investment and VoC program commitment, your brand will reach its full potential to become a top performer in your industry.
Be committed. Be flexible. Be patient. Becoming a more intelligent organization rewards both you and your customers.
Be Smarter than Your Competitors
[email protected] | 1-800-530-4251 | Copyright © 2014, InMoment, Inc
InMoment acquired Empathica in September of 2013, to become the industry leader in Voice of the Customer solutions.
InMoment helps businesses improve customer retention and increase profits by gathering and analyzing customer feedback. Our solutions arm multi-location companies with real-time, actionable insights for operations improvement at all organizational levels.
We are a full-service partner, providing leading-edge text analytics, strategic guidance, market insights, predictive analytics, dashboard reporting software, and an unparalleled social media advocacy solution. Our international presence covers more than 125 countries, 32 languages, 25 industries, and more than 300 top brands.
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Copyright © 2014, InMoment, Inc