The First Question
Customer
Experience Management is the mother of all enterprise level initiatives like
lean, six sigma, tqm, process engineering, business strategy, human resource etc
all are in a way is impacting customer experience. Now if we consider Customer
Experience as sustainable competitive advantage then all our initiatives should
commence by keeping CE perspective at the center.
After
the company decides about the products and services it is planning to offer to
the market and geography it decides to operate in THE FIRST QUESTION to be
asked is what kind of customer experience company wants to create for its
customers.
There
are nine leakage points which dilutes scintillating customer experience.
Therefore unless customer experience statement is defined lens of the management
will miss these leaky points. In the process to answer the first question company
will define customer experience statement.
Having
defined the statement every action and initiatives will be aimed to achieve &
maintain this statement. Budget for any initiatives will be viewed in terms of
its impact on customer experience.
Every
initiatives mentioned above will be to fix leakage in customer experience happening
through leakage points;
- a) Leadership & Culture ( Culture & Governance Policies )
- b) Customer Strategy ( CE Statement & whether every other function align to this strategy? )
- c) Customer Expectations ( tqm, lean, costing, innovation )
- d) People ( HR )
- e) Process ( BPR, Lean, Six Sigma )
- f) Marketing & Branding ( Marketing , Social Media, Advertising , PR )
- g) System ( IT, Technology, Mfg or Service Set up )
- h) Measurement ( right measurement matrix )
- i) Distribution Channel ( distribution policy, training and hand holding )
When
the above nine points are focused upon on a regular basis by keeping lens of customer
experience on , company will then hardly needs any other area to focus upon ( ofcourse
except taxation ).
Time
has come for every organisation to ask the first question and realign to answer
the first question.
