“The night brings wisdom” – they say. True or false it be, when it comes to embarking on innovative journeys it takes way more than that. Picture a company saying they are customer-centric, but then act erratically: I bet you’ll easily spot one at least. Conversely, if you want to spread Customer Culture effectively you need a well-structured road map. Starting from its very first step.
How prevalent is Customer Culture
…within your organization?
Whenever I ask customer service managers, the answer starts positively: “Customer Culture is pretty widespread in my team.” Then they add a cold shower: “unfortunately, in other departments it’s much less so and that’s a critical issue...” In fact, when customer culture is not consistent across company departments it produces negative dynamics:
- Convoluted processes – let’s say the customer wants to perform a task autonomously (self-service) but he/she is forced to face extra efforts having to contact customer service. Example: a customer calling to communicate their new address, but being told that’s not enough. Because they will shortly receive an email, then they will have to respond filling out a form (sic!).
- Slow/poor internal communication – the customer asking support about a situation that requires checks and authorizations by another department. Example: customer needing an update on their mortgage application. Customer service provides them with an interim response, then after a few days without any further news, the customers rants with a unfortunate customer service representative, who is caught between the hammer and the anvil (if you’ve worked in customer service you know how it’s frustrating).
- Conflicting responses – this can happen in various circumstances, especially when it comes to expressing a denial to a customer, no matter how justified. In fact many companies, afraid of ‘losing’ the customer, behave inconsistently: at first they appear firm, but then soften their position, until they finally give up… (failing to retain the customer at all!).
💡 I’ve encountered these three toxic dynamics several times in my consulting work, especially analyzing digital customer service conversations.
Where to start from
In this moment I guess you’re wondering “what should I do to spread Customer Culture?” And I feel your question. Firstly I recommend getting a clear picture of your current status, by measuring customer culture level in your organization. This first step is vital for the success of the next ones of your road map because it identifies the gap you want to bridge! That’s why it’s also the first step of my Customer Culture Academy that I use to help my client companies. In this infographic below you can preview both structure and main steps of a Customer Culture Academy program.
Have great conversations.
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Credit image: Unsplash.com
