Do your investment plans focus on the needs of the customer?
A customer focused organization is one which is designed around the needs of the customer i.e. ease of access, quality, speed, choice, convenience and response, rather than traditional organizational structures and departmental boundaries. To maximize return on investment in customer focused environments, such as a customer service centre, branch, retail store, restaurant, library, surgery or contact centre, will require the integration and management of change of a range of factors such as people, process, technology and physical environment around these customer needs and expectations.
Key to driving a customer focused environment is clear definition of the customer experience and recognition of their needs. The customer experience may be defined as the totality of a customer’s perceptions based on his or her interactions. It is everything a customer sees, feels, hears, touches, thinks and does whilst interacting at each and every touch point. Defining and developing insights to customers and their desired experiences will actually help to divide the space into different areas and define the functionality of each in terms of feelings and perceptions left to the customer. This approach will ensure the design of the new environment is driven by the needs of the customer, their journey(s), purchasing patterns and service needs rather than by physical or technological requirements. [Read more…]