Customer Centric Employee Engagement
Organizations that are centered around their customers know that it's not a part-time role. To truly be customer-centric, everyone company-wide needs to have a deep understanding of the customer's world. And beyond this sharp awareness, everyone needs to be constant in their personal alignment with the customer's world, exemplified by their decision-making and behaviors. Here are some great examples of companies whose customers agree are doing a superior job at being customer-centric.
At USAA, which provides insurance solely to military families, customer-centricity is built by stepping into their customers’ boots – during new-hire orientation, employees strap-on a military helmet, 65 pound backpack and flk vest, to build empathy for customers. They read real letters from troops in Iraq, eat a military MRE “meal ready to eat”, and supervisors call them troops and use military time. As a result, USAA has a long history of topping industry lists for best customer service.
At Zappos, employees are encouraged to do differentiate themselves with customers by doing something a little unconventional and innovative. Their aim is to have an emotional impact on the customer and be viewed as delivering above-average or Wow service. Work teams participate in the company blog and YouTube videos, and they engage in fun activities outside the workplace on a regular basis as well.
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Lynn Hunsaker, Customer Experience Transformation Strategist, is head of ClearAction, Marketing Operations Partners, and the Marketing Future Forum. She has developed and led customer experience transformation for more than half of her career, as Voice of the Customer Manager...