What strategy does your organisation use to engage its customers? And how do you know whether your efforts are paying off? We believe Customer Experience is a discipline business strategists cannot ignore. By now everyone realises that the idea of maximising shareholder's wealth as the company's top priority is deeply flawed. Executives need to make customers their strategic priority instead.
In a world of unparalleled transparency and customers having access to vast amounts of data and opinions about companies, you need to have a clear strategy to engage with your customers. It is terrifying for executives to realise that customers are more critical than ever and have the power to share their discomfort worldwide (via all the media at their disposal).
Customers demand real value from the products, services and interactions they have with your company. And on top of that they want this experience to be easy, useful and enjoyable. Companies and their executives have the obligation to deliver this as well as revenue growth and other business goals. Furthermore when you are working with partners, they have their own goals as well as yours to contribute to. How do you balance these different interests? Putting Customer Experience centrally in your strategy means transforming into an outside in organisation. For decades companies have been thinking and acting the other way around, inside out. This tactic is not suitable any longer in the 21st century.
Research by Forrester (2011) has shown that Customer Experience is the greatest untapped source of cost saving and increased revenue. It is linked to customer loyalty and brand equity. This is why the world's largest companies have made the engagement with their customers a strategic priority. Customer Experience is not only a concern for your customer facing employees, it's a matter of all employees, as well as the behind the scenes policies, processes, and technologies that all your employees use every day. It is the complexity of these interdependent relationships that form the Customer Experience Ecosystem.
Kea Company is helping its clients with their Customer Experience efforts by defining, designing and improving the ecosystem. By analysing key questions like: Is the interaction between 'frontstage' and 'backstage' up to the task of optimising the experience for your customers? We believe Customer Experience is a key driver for differentiation and improvement of processes and in the end your bottom line. Our approach blends strategic analysis with practical steps and advice to change how leaders view their work, their employees, and their customers.
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"Customer experience goes to the heart of everything you do - the value you provide, your brand promise, how you conduct business, and the way your people behave when they interact with customers and each other."
- Forrester, 2011 -