I recently wrote a post on a survey about the state of Customer Experiences in the Banking industry. It identified a high proportion of customer dissatisfaction with regards their overall banking experiences.
…customer experience is an organizational mindset. It’s not something a business buys, it’s something a business becomes. Customer experience refers to the totality of experience a customer has with a business, across all channels and touchpoints.
Becoming a “Customer Experience-Driven Business” is a journey that requires a clear focus, organisation wide involvement and change management to ensure the required outcome is achieved. Technology is not enough!
“Embracing customer experience is a process, one that requires fundamental shifts in how your business behaves and is organized.”
A sure way to get this transformational change is to have empathy for the customer and understand how it feels to interact with the business from outside. Combining this customer centric information and attitude with organisational governance, technology and working practices will focus the effort .
It isn’t just “about efficiency and effectiveness and reducing waste throughout your processes.” …”This is about choreographing what you already have (technologies, people, offerings) to better respond to your customers’ needs and wants.”
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