Shape your organization and your behaviours to deliver your unique customer experience

Recently I came across a study conducted by KPMG (“Tomorrow’s experience, today: harnessing a customer first approach in a changing world”, 2018, 98 pages, 14 markets, 54000 consumers) that I found inspiring for my continuous search for SMART ways to develop one’s leadership in line with market/customer/employee evoution.

I share the content I found most impactful.

The study has concluded that

  • The employee experience and the resulting customer experience are inextricably linked
  • The employees of tomorrow are digitally enabled millennials who want to work for purpose-driven organizations, they value convenience and personalization, they are mobile and would happily move between companies if they found a better combination of value and experience

And therefore a future focused connected organization must have the following characteristics

  • A network of cross-functional teams – the organization becoming “a team of teams” thinking in terms of segments, needs and customer journeys – not silos or functions
  • Empowerment, enablement and a learning culture are critical for success
  • New methods of reward and recognition aimed at customer-centric behaviour are required

The same study shows that there are actually six discrete, fundamental components of an ideal customer experience: they need to be embraced by the company leaders having in mind both the customer and the  employee perspective:

Components of a customer experience


Employee experience

Customer-oriented leadership behaviors


Demonstrating that you understand the customer’s specific circumstances and will adapt the experience accordingly

My Job

Helps me develop as an individual – be the best I can be

Enables me to improve my sense of self-worth – makes me feel

my contribution is valued and that my work is meaningful

Enables me to utilize my unique talents

Is in an environment that promotes continuous learning and improvement

Focus on the customer as an individual

Aim to make the customer feel special and important

The target experience for customers is articulated and understood

Empower people and encourage creativity within each individual


The degree to which the organization delivers on its promises, including events where organizations have the need to publicly react to a difficult situation

Business has a higher purpose than just making money

Fairness is key

Interpersonal relationships are based on trust

The environment is safe to be myself

There is consistency between word and deed

Communications are open and explanatory

Rules are applied consistently

There is trust between and across teams

Convey what we stand for to the customer

Leaders inspire trust

Leaders role model the organization’s values

Teams are enabled to see how they impact the customer

Doing the right thing for customers is the top priority here


Setting, meeting and exceeding customer expectations

The organization has stretching objectives

Leaders are clear on their expectations

Leaders provide helpful and constructive feedback

Ensure we accurately set the customer’s expectations

Objectives are clearly communicated

Acknowledge when we don’t deliver against our commitments

Time and Effort

Creating frictionless processes, to enable the customer to achieve their objectives quickly and easily

My time and extra effort are recognized and

appropriately rewarded

Leaders and managers show respect for my time

Employee journeys to achieve a personal

objective are clear and straightforward

Look to minimize the effort a customer has to make to engage with us

Show the customer that we value their time

Show employees that we value their time


Turning a poor experience into a great one: the customer is back where they expect to be and they feel really good about the experience

There is support when I need it

Personal concerns are resolved with a sense of urgency

Able to participate in decisions that affect me and my team

Leaders look after my interests

I am supported to learn from mistakes without blame

I am empowered to make sensible decisions

React rapidly when dealing with a customer issue

Work to leave the customer feeling better about the organization

Empower employees withn clear boundaries

Provide the necessary support to employees, especially when mistakes are made


Going that one extra step because you understand how they feel

The organization and its leaders care about me

I am able to bond and affiliate with my colleagues

Issues are dealt with sensitively and with emotional intelligence

Leaders react positively and in line with our values when under pressure

Leaders show sensitivity and concern over needs and feelings

Demonstrate the organization cares about

its customers and employees

Leaders start by considering the customer when making decisions

Foster passion for the customer


No doubts this table is very rich and daunting.

I found this table very profound and helpful to indicate the road to the place I wanted to move my leadership style and my behaviours as a leader of a future focused connected organization.

Choose one component of the customer experience (Personalisation, Integrity etc), if you reason on where you and your department are now on that component

  • what strengths would you identify ?
  • what areas require action ? and how can you use your strengths to drive the necessary change ?
  • what are the resources you can tap into (your people, your peers, subject experts, coaches etc) to deliver on your promises to employees and customers ?

Just by trying to answer a few of these questions you have started your journey to be a leader in a future focused connected organisation with employees and customers at their heart.