How to Deliver a Coordinated Customer Experience across Every Channel

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E-Book: How to Deliver a Coordinated Customer Experience across Every Channel

Organizational silos are like superstar athletes: You can’t stop

them; you can only hope to contain them. Or at least get them

to talk to one another.

Here are six ways to

get your functional

teams – sales,

marketing, finance,

HR, and the rest –

on the same page

of the playbook.

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Ask Four Questions

1 Research shows that

four

expectations

are fairly universal

across segments and demographics:

• Can you rely on us to do what we say we will do?

• Are we convenient to deal with?

• Are our products, services, and marketing offers relevant to you?

• Do we respond to your needs and questions in a timely and helpful way?

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Put Someone

in Charge

2 Organizations need someone to orchestrate the cross-channel

experience, even if they don’t own it. In some organizations, the

CMO is best suited to the role; other organizations have created

chief customer officer positions to coordinate a cohesive approach.

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3 Instead of having sales, marketing, finance, and operations each

develop their own strategic plans, some companies have introduced

collaborative planning, which puts everyone in the same room to

create a shared plan, with the customer at the center.

Double Down

on Collaboration

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Talk to the

Frontliners

4 Companies should also tap into customer-facing employees, who

are a rich source of insights. Whoever heads up customer experience

should oversee an effort to ask every frontline employee what’s

impeding their ability to deliver excellent service.

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Form Temporary

Problem-Solving Teams

5 By not allowing people to participate in things outside

of their job function, we’ve encouraged a

narrow-minded adherence to ‘not my problem.’ There’s a

huge untapped resource among employees who

wish they had some connection with customers,

some way to help, but they can’t.

”

“

– Curtis Bingham, founder and executive director of the Chief Customer Officer Council

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6 Instead of measuring how quickly a call center agent answers a

customer’s question, measure how infrequently customers call

back. Instead of calculating return on the investment made in

improving customer experience, calculate the cost of doing nothing

and falling behind your competition.

Focus Metrics and Incentives

on

Long-Term Retention

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To learn more, download the in-depth report

4 Ways to Make Customer

Experience the Heart of Your Business

and the Q&A

Customer Experience:

How to Balance Culture and Operations

.

There’s More

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