最终的客户中心模型和测试

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客户为中心是什么?

“我们需要更加以客户为中心。”

You’re not the first one to go on a Google hunt for information and advice on customer-centricity. In fact, search queries for “customer-centric” have been pretty steady at least since the time Google started tracking search queries, and seem to be on the rise again.

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但究竟是客户为中心的,为什么现在重要了?

Customer-centricity defined

We at Relay42 define customer-centricity thusly:

Customer-centricity is about making your customer and their journey the starting point in everything that you do. It means not leading with your products, marketing, sales channels or campaigns, but instead leading with your customer’s needs and wishes.

The customer experience is at the core of customer-centricity, and relates to questions businesses should be asking themselves like:

  • How do our customers relate to our brand?
  • What does our buyer journey look like?
  • Is our customer journey consistent and helpful?
  • And if so, does that consistent and helpful journey continue post-purchase?

授予,客户体验的有效性并不总是易于测量。但是,您可以向您的组织向内了解,以确保您正在尽一切可能设置您的团队 - 因此,您的客户 - 成功,这就是我们客户的中心模型所进入的地方。亚博娱乐app

The 5-Pillar Customer-Centricity Model

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The core principle of the customer-centricity model states that an organizational operation with a (strong) technology component requires a strong foundation in (1) leadership and (2) strategy and balanced use of (3) people, (4) processes and (5) platforms.

In other words, a customer-centric company should consist of high-quality people, processes, and platforms, steered by a clearly defined strategy and governed by committed leadership.

如果所有这些部件正常工作,您的组织可能以客户为中心的方式运行。在本文中,我们正在解开这5个支柱中的每一个,提供提示,问题和建议,以帮助您评估您的客户中心,并将其带到一个下一级。

Jump ahead to dive straight into a specific customer-centricity pillar:

领导
Strategy
People
进程s
平台s

领导

我们以客户为基础,建立在领导力的基础上,因为没有强大的领导,鼓励,鼓励和铺平道路,其余的将倒下。

The onus is on senior management to make customer-centricity a priority. If they’re driving a strategy that’s all about the bottom line, it's not likely that the individual parts of the organization will manage to become customer-centric.

  • Is your leadership team initiating projects and tasks that take your customer as the starting point?
  • Are your leaders empowering team members to solve customers’ problems?

In a customer-centric organization, senior leaders lead by example. They perform their own research on customers and their behavior, and they use it to drive the overall business strategy. More than that, they allow for an agile approach so that everyone in the organization can properly manage shifts in customer expectations.

Strategy

How customer-centric is your organization’s current business strategy? Are you taking an inside-out approach or outside-in? Here are some key indicators that your organization is on the right path:

  1. 为您的组织明确定义了客户的中心。Customer-centricity isn’t some vague trendy word for you and your colleagues — it refers to a larger, overarching theme that comes back regularly in business updates, strategy meetings, and operational planning. What does being customer-centric mean for your organization?
  2. Your company culture is centered around customer needs而不是商业需求,底线和投资回报率。
  3. You are running a company-wide program on customer centricity.Call it customer obsession, call it digital transformation — a program like this will take different forms depending on your organization and your product or service. But you’ll know it if you have one.
  4. You have shared interdepartmental KPIs focused on customer satisfaction.因为客户的成功是一个组织范围的操作,而不仅仅是一个人的KPI,与客户服务或客户的成功团队一起生活和死亡(你有一个?)。每个部门都有有价值的东西,为客户经历做出贡献,如果你不是彼此谈论并分享目标和目标,那么您的客户可能会丢失某个地方。亚博娱乐app
  5. Success in your organization is evaluated on long-term resultslike retention and customer lifetime value, rather than short-term sales. To get started, ask yourself, your colleagues and your senior leadership some questions:
    • How does our organization measure results?
    • What does success look like?
    • 我们的客户取得了成功吗?

参加测试

People

If your leadership team and strategy are customer-centric, you’ve got a solid foundation. But it won’t bring results if the people who make up your organization aren’t empowered with the right tools and knowledge to execute the strategy.

提示1:培训

确保您组织中的每个人都有必要的技能,以了解您的客户和个性化内容和消息,以满足您的客户需求。亚博娱乐app当然,这会对它看起来与销售与营销不同,但精神是一样的。每个人的工作都有助于客户旅程,员工了解他们的贡献是至关重要的。

记住的最重要的是,在比较客户面向和非客户面临的角色时,understanding the customeris key.

无论员工是否直接与客户交谈或藏起来创建技术,了解他们所做的一切,因为允许他们正确地确定并亚博娱乐app阻止他们做出可以让他们生活更容易的决定,但客户更加努力。

提示2:资源yabo95直播

One way to empower employees in their customer-centric training could be to establish a Center of Excellence. Allocate resources in the necessary teams so they can execute customer-centric campaigns. This could take the form of unified customer profiles, persona research, customer feedback from NPS surveys, customer interviews, and more. Do whatever it takes to make sure the voice of your customer is heard loud and clear by everyone in your organization.

Tip 3: Share the wealth

Knowledge sharing sessions are a great way to ensure there is sufficient interdepartmental collaboration around customer-centricity. What does IT know about your customers that marketing doesn’t, and vice versa? Encourage everyone to work together, especially with colleagues in customer-facing departments and teams.

Tip 4: Accountability

And then make sure people are being evaluated on their efforts to put the customer first. Establishing truly customer-centric KPIs is one of the best ways to keep customer-centricity top of mind.

Create a central dashboard for these special KPIs and hold everyone accountable for them. Help employees understand how their work influences each KPI. Celebrate your wins and analyze your losses, being sure to always approach "failure" as a learning opportunity.

10 customer-centric KPIs:

  1. Number of complaints per day
  2. 平均分辨率时间
  3. 客户流失
  4. 升级率
  5. Task completion rate
  6. 客户努力得分
  7. Average time to journey completion
  8. 客户终身价值
  9. Customer lifetime length/duration
  10. 净推动者得分(NPS)

进程s

一个人希望自由地飞过裤子的座位 - 这都是关于敏捷性,灵活性,创造力的空间。另一个需要他们的过程,就像他们需要水喝水和空气呼吸 - 这是关于组织,结构,控制。

我们不是在这里告诉您您的过程应该是什么样的 - 只有他们必须鼓励互动的合作,必须定期评估和优化,以限制对客户的任何潜在负面影响。亚博娱乐app

  • 您的进程是否消除了站在跨团队的客户数据和见解的方式站立的障碍?
  • 您的项目和产品路线图是新的客户洞察力吗?

If you answered yes to both questions, then you are on the right path. While processes are there to create structure and provide clarity and direction, it’s essential to use them as a tool for change and growth, rather than let them bog your organization down with formalities and empty tasks.

Build your processes around your customer’s needs

Our main piece of advice here is to ensure your organization’s customer-facing teams and departments are working together on a structural basis to manage the end-to-end journey.

我们已经看到太多的孤立的团队和实例departments — each one managing a small piece of the customer journey, and none with a complete overview. Without the complete picture of your customer’s journey, how can you know if their experience is a good one, and how can you put processes in place to improve it?

平台s

Finally, we’re rounding off our ideal customer-centric organization with technology. Tech connects you with your customers. It helps you complete transactions. It measures your KPIs. In many cases, it makes up the stuff of your customer’s entire journey.

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今天的以客户为中心的组织应绝对应使用互联的技术堆栈。技术筒仓拿回太多组织。您以客户为中心的业务应与技术合作,允许您在所有系统和接触点中识别个人客户,并测量它们的互动。

Customer-centric technology will allow you to collect and use customer data, to truly understand them and their journeys, and learn how to improve their experience. It will also give you direct access to your customers through touchpoint connectivity, so you can activate your customer data across channels and allow for actual orchestration of the journey.

4个问题,以了解您的技术堆栈是否以客户为中心

  1. Do you have clear insights regarding your customers and their full journeys?
  2. Does that extend to both digital and traditional channels?
  3. Does your technology allow you to link customer information and interactions to one single customer profile?
  4. 您的技术是否使您能够实时调整客户旅程,以获得最佳的客户体验 - 无论频道还是时刻?

Depending on your organization’s current level of customer-centricity, the technology you use can either act as an enabler, an accelerator, or become a powerful part of the very core of your business strategy and operations —我们建议以客户为中心的测试,了解这适用于您

为什么你应该基准你的客户以客户为中心

如果你想做头条,你必须知道你站在哪里。这就是为什么我们创造了一个customer-centricity test。这篇文章中的客户以客户为中心的5支柱:领导,战略,人,流程和平台,这是15个问题。

围绕客户为中心创建对话

除了提供额外的洞察层外,测试是完美的谈话启动器。请你的同事和领导团队接受它 - 你们都得到了相同的结果吗?坐下来看看最好的下一个步骤,踩到客户体验。你有不同的结果吗?合作并打破它 - 你在哪里思考,为什么?

This test is an opportunity to take a step back and look at the big picture. It’s the perfect way to ask yourself the hard questions so you can make your customer’s experience easier — because in the end, that’s what customer-centricity really is.

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