Great white paper from Forrester, “How to Build a Customer-Centric Culture.”
According to Forrester, a customer-centric culture is “a system of shared values and behaviors that focus employee activity on improving the customer experience.”
Following are 12 steps to build a customer-centric culture:
- Hire people with aligned values.
- Align recruitment criteria with customer-centric values.
- Empower employees to find like-minded people.
- Tune the selection process to test for desired results. Zappos offers new hires up to $3,000 to quit following the four-week training period.
- Provide guideposts with onboarding and training. Companies who fail to have a onboarding program are doomed to having a misaligned employee base.
- Create an emotional connection with storytelling. Ritz-Carlton has a daily line-up at all properties which includes a “wow” story during which “ladies and gentlemen” (staff) share great things they’ve done for guests.
- Reinforce day-to-day activities with routines and rituals. At Disney, “cast members” (employees) are expected to take five minutes from their normal daily duties to do something special for guests.
- Recognize and celebrate personal achievement. Starbucks encourages personal recognition with MUG awards which partners give to employees as a thank you for “moves of uncommon greatness.”
- Compensate and promote based on customer-centric metrics. Mercedes-Benz is now evaluating dealerships on customer satisfaction measures as well as sales.
- Hire, socialize and reward process mavens. Fixing internal processes to reduce problems that lead to increased call volume and line in retail branches.
- Tie rewards for product and service innovation to customer metrics. Intuit attaches a Net Promoter Score to each new product release.
- Develop support systems for a culture of empathy.
When is the last time you publicly recognized an employee for providing an exemplary customer experience?