Why Senior Management Need to Change Their Behaviour to Transform the Customer Experience
- Lack of strategy and vision to guide customer experience delivery
- Inconsistent leadership causing frustration and confusion across the organisation
- Lack of prioritised investment at critical touch points
- Processes that inhibit flexibility and speed of response
- Silo structure and ways of working that inhibit collaboration and agility
Four Key Performance Areas to Review:
Here then, are four performance areas that we find are useful for senior teams to review to optimise the customer experience.
1. Belief
Good CX is rooted in shared belief and appreciationof customer attitudes and behaviour and how this needs to shape strategy. Customer focussed planning that drives customer experience strategy and is tied delivery of key corporate goals is therefore critical.
The output is an operationally and financially robust customer experience plan that forms an integral part of corporate strategy and is owned and understood by the senior management team with clear individual accountabilities.
Specific areas to work on within the planning process:
- Customer needs
- Positioning gaps
- Vision and strategy
- Investment priority
- Operationaldelivery
2. Collaboration
Powerful customer experience depends on coherent and consistent delivery at multiple touch points. This requires alignment that transcends functional boundaries and addresses interdependency between teams to deliver shared goals.
Collaborative ways of working are therefore critical to success and must be hard-wired into corporate processes, decision making and management style to supersede organisational silos and heighten speed, flexibility and innovation.
Specific areas to address:
- Shared belief
- Accountabilities
- Dependencies
- Ways of working
- Signature behaviours
3. Communication
Customers expect prompt and effective resolution at point of delivery. Staff therefore need to understand what’s required of them, why this is important and how to deliver.
Effective internal communication that cuts through, wins hearts and minds and inspires ownership at all levels of the organisation is therefore vital, supported by good training and supportive processes.
Specific areas to address:
- Explain why change is needed
- Inspiring ownership and commitment
- Involve everyone in the process of development
- Equipping the organisation with skills to deliver
- Encouraging performance and recognising success
4. Coaching
A progressive approach to learning and development that is actively supported by senior management is proven to transform adoption of new skills. Properly managed coachingby line managers is at heart of nurturing effective performance and delivering sustained change in customer experience. The result is exponential growth in individual capability, ownership and performance at all levels that supports organisational agility and responsiveness.
Specific areas to address:
- Identifying performance gaps
- Using capability audits
- Setting cleat behavioural goals
- Using blended learning techniques
- Building coaching skills at all levels
My experience shows that addressing these four ‘imperatives’ at the most senior level can have a transformative and rapid effect on organisational individual performance and customer experience delivery.
Visible leadership of this type is a powerful catalyst for persuading, inspiring and equipping large numbers of people to step outside of their comfort zone and change their behaviour.
See the full article at http://www.cxnetwork.com/cx-employee-engagement/articles/why-senior-management-need-to-change-behaviour-to/