Creating unique customer experiences is a cultural project

Competition in most markets is more intense than ever. Many services and products have become commoditized, and if we don't do our best, the competitor might win the order tomorrow. Most companies have realized that today's customers are looking for a unique customer experience rather than a 100% focus on price and are therefore focusing heavily on "designing" the perfect customer journey and customer experience to attract and retain customers.

Some succeed and some don’t!

In my experience, those who succeed are those who approach the task of designing the customer journey as an organizational project and not just as a pure marketing project.
It’s a task that encompasses the entire organization, because it’s the company’s DNA and purpose that we need to make sure is evident in every touchpoint the customer experiences.
And it’s not just on digital platforms, it’s also the experience at the front desk, the sales letters, the cleanliness of the company cars – and we could go on and on.

The bottom card is the most important

If you want to succeed, you should look at the process like building a house of cards.
The bottom card in the house is the most important if it is to last.
So in an organization, it’s important that it’s not only in management that we “agree” on what our customer journey should look like, we must ensure that the WHOLE organization is involved, understands – and feels – what it is we want to achieve and give to our customers.

The key word is awareness!

Are you able to make your employees aware of which culture (and thus behavior) is important to communicate?
I often find that these types of projects are “designed” at the management level and communicated afterwards.
There is rarely room to work with the culture, create dialog and interpretation – let alone work with concrete examples, which for most people makes such a journey much easier to work with.

After awareness comes meaning!

It’s one thing to make employees aware of new initiatives, cultural elements, values, purpose, etc.
If we don’t manage to make it meaningful to them, we shouldn’t expect much change in behavior or “acceptance” of the new things we expect from them.

Employees need to feel it

Over the past few months, I’ve had the great pleasure of helping several companies on this journey, and it makes me happy to the core when I realize how little it really takes.
A few hours of dialogue (yes, we just talk) about the company’s DNA, dreams and values is enough for employees to change their behavior and contribute more to the unique customer experience.
The opportunity to ask questions, discuss everyday examples and reflect creates a unique energy and community with the goal to succeed.

If you find that it can be difficult to get the organization on the journey, I hope you find inspiration in the above quote by Maya Angelou, because in all its simplicity, that’s what it’s all about. We want customers to feel the good experience!

If you want to get my recipe on how to get the whole organization on the “journey” towards an authentic and value-adding customer experience, send me an email at michael@casparij.com and I will send you a PDF with some inspiration.
You are also welcome to give me a call at 26256999 and I will be happy to meet you for further inspiration.

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