“High-performing customer experiences allow you to get feedback faster, and you can then incorporate and keep moving off the back of it until you get to a better experience. This is an instantaneous way to gather feedback on an app, but companies should survey their customers’ satisfaction after every interaction or transaction and centralize the feedback for rapid action.Ĭompanies should work to build a feedback loop functionality into all their customer touchpoints: the more customer feedback, the more companies can optimize the experience. For example, feedback loops are typically used to refine MVPs and discover and deliver on the users’ needs. Organizations can take a further cue from tech development in their customer strategies. More than half of customer-obsessed companies are using Agile methodologies, with 67% of them streamlining management hierarchy and empowering leaders to make quick decisions, and 82% of them leveraging data and analytics to speed up their innovation and agility. Transform processes: rewrite the customer experience If an employee is engaged in that higher purpose, they will typically go the extra mile for customers. They add passion, humour and humility that you simply can’t build in a machine.”įor many customer-obsessed companies, external collaboration is part of their strategy: 81% of highly customer-focused companies have won significant customer contracts as a result of an innovation partnership.Ĭompanies must have a mission and purpose that people believe in. When they are engaged, and they believe in the company’s purpose they are there to add a human-touch when customers encounter complex problems that can’t be solved through automation.
“Even in highly automated customer-facing operations, humans make the difference. “Typically, a customer-obsessed company is also an employee-obsessed company,” says Laurence Buchanan, EY EMEIA Customer & Growth Leader CEO, EY-Seren Limited. This is tenet number one in a customer-centric culture – for 47% of customer-obsessed companies, even their technology departments are laser focused on customer experience. Transform culture: rewrite the customer experienceĬustomer experience should be every employee’s responsibility.
Here are three ways to take customer relationships to the next level. To do this, demands a focus on culture, processes, and technologies.
They have a customer centric mindset, built an end-to-end customer experience and critically see customer and profitability as being inextricably linked.īut to turn customers into brand ambassadors means giving them something to evangelize, and meeting customer expectations by continually reinventing their experience. Radical customer-centricity involves mastering hyper-personalization, so customers feel individually known and their needs understood and anticipated by companies they buy from.ĮY recent Tech Horizon research shows that meeting customers’ changing demands is the number-one reason why companies are transforming their businesses – 45% of respondents put the customer at the forefront of everything that they do. We have found that the most progressive businesses put humans – including customers – at the center of how they build and evolve their businesses. A company’s relationship with its customers has never been more important, and businesses now have unprecedented channels for two-way communication, as well as for understanding what makes their customers loyal.
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