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How to Implement a Successful Customer Experience Program

  • How to Implement a Successful Customer Experience Program-

    Step 1: The CEO Announcement

    The CEO needs to announce the program and show very clearly that it is a fundamental part of the vision and strategy. This announcement needs to be reinforced in every company communication, meeting and workshop. Organizational structure changes that are needed to implement the approach should be hinted at but not decided on or implemented until later in the rollout.

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How to Implement a Successful Customer Experience Program

  • 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10
  • How to Implement a Successful Customer Experience Program-2

    Step 1: The CEO Announcement

    The CEO needs to announce the program and show very clearly that it is a fundamental part of the vision and strategy. This announcement needs to be reinforced in every company communication, meeting and workshop. Organizational structure changes that are needed to implement the approach should be hinted at but not decided on or implemented until later in the rollout.

Implementing a customer experience program (CEP) is not a simple matter. The value comes from extending the current customer satisfaction program into one in which customer centricity is built into the culture and strategies of the company, and using the output of experience measurement to take actions. There are many pitfalls and not the least is attempting to move too rapidly to a complete solution. Sound implementation and the ability to harness all the opportunity of "getting it right" requires a measured approach with interim checkpoints to achieve the benefits that we are hoping for. It requires a roadmap.

According to Harry Bunn, president and CEO of RONIN Corporation, there is also a lot of up-front work to design the most relevant framework and this is why a roadmap needs to be developed (and followed) for a phased implementation, with each step reinforcing the concept and building support. Even before step 1, the CEO must have embraced the concept fully. If not, do not bother attempting a full-blown CEP but continue to use your existing, lower-impact customer satisfaction program.

Harry Bunn is the president and CEO of RONIN Corporation, a marketing consulting and research firm focusing on business-to-business companies, in particular in the technology sector. He has consulted with many of the largest companies including IBM, Hewlett-Packard, Microsoft, Dell, VMware, EMC, Samsung, AT&T, Verizon, BT, Telefonica, Honeywell, Motorola, Accenture, Nokia, Siemens, Fujitsu and Xerox.