4. Build customer empathy into processes & policies
Empathy for the customer must be built into processes and policies right from the beginning. This demands focus on deep knowledge of the customer’s problems, proactivity in customer engagement, timely response to feedback, channel convenience for the customer all while being helpful, friendly and honest. Similarly, business rules must be defined with empathy in mind and the process owner must know how to translate that into a functional specification.
So how do we develop a culture of customer-centricity? This is where we need leaders to lead, have metrics that drive behavior helping customers to guide them through the outcome they want. As far as policies and processes are concerned, we should start with metrics of the employees, then we need metrics around quality as well as metrics around satisfaction, loyalty and advocacy. Leaders, managers and metrics should guide employees to this behavior and make them feel empowered to guide the customers to what they want in order to make them happy.
Culture is a success factor for customer experience. It can be built through consistency and metrics over time.