Yes Norwegian Insurance Company Gjensidige decide to become Extreme Customer
Orientation company.
Point is not HOW and WHY. Point is degree of customer
focus companies have started to become to differentiate
and create superior customer experience.
Customer Experience (CE)
as sustainable competitive advantage is
now accepted by many companies. Leaders will always take a lead
and grab first movers’ advantage. Followers will have no choice later and will
be forced to focus on CE but that will be at the cost of lots of brand damage
& first mover advantage.
By two and half years into the process Gjensidige had been a dramatic rise in their position of Norwegian National Customer Satisfaction Barometer & won two of the biggest customer satisfaction awards for their industry. They have consistently beaten market expectations with their financial results & can prove that they provide their services more efficiently than their peers in Europe & US.
Even CE is a new Marketing strategy.
Without first focusing on customer experience or extreme
customer focus, thinking & deciding about marketing campaign is a shallow
strategy.
- Do you map your customer journey ?
- Do you conduct customer experience audit ?
- Do you measure your customer experience ?
- Do you have
defined customer experience statement?
- Do you have deliberate customer experience
designed for all touch points?
- Do you have someone in charge of end to end
customer experience ?
- Do you discuss customer issues in
senior management meeting ?
