- Forrester Councils
- Councils Overview
- log in
Posted by Sam Stern on February 21, 2014
In my latest report, "Communication, Training, And Routines: How Companies Socialize Customer Centricity," I explain how companies that want to create a more customer-centric culture use communication, training and routines to help employees adopt a customer-centric point of view. The report provides the following examples and recommendations to help companies socialize customer-focus with all employees.
Communicate the importance of customer-centricity. Effective communications programs share updates with employees about initiatives to reinforce customer focus and highlight the importance of customer experience to the organization. As part of their customer-centric communication programs, companies should connect senior leaders with frontline employees and ensure that all corporate communications reinforce customer focus.
Train employees to deliver the intended experience. Companies need to provide employees with training that highlights the importance of customer experience and connects it with job-specific competencies. That training should ground employees in customer experience fundamentals.
Reinforce customer centricity with routines. Companies can help employees maintain a customer-centric focus by implementing routines that remind employees of how to act. To support customer-centricity, companies should collect and share customer success stories and create regular celebrations of customer-centric employees.
Transforming organizational culture to be customer-centric is not easy. Customer experience professionals should be prepared for a process that takes years. In my report, I provide recommendations for how companies can align their transformation to a customer-centric culture to their overall path to customer experience maturity.
What is your company doing to socialize customer centricity? Share your thoughts in the comments below.