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 |
Description |
Employee experience |
Customer-oriented leadership behaviors |
|
Personalization |
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 |
|
Integrity |
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 |
|
Expectations, |
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 |
|
Recovery |
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 |
|
Empathy |
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.