Committing to customer experience continues to be a significant challenge organisations will face in 2017.
It is becoming virtually impossible to find a company who has not tried to become customer-centric by embracing customer experience, however, not many were capable of transitioning fully.
The inability to commit to customer experience or to sustain focus on the process at hand, including the numerous challenges it presents, is the reason why consumers have so many negative experiences. Ones, which leave them unsatisfied with the service or product but also the varying level of customer service which accompanies it.
Few organisations have been capable to truly transform the way they operate, and it’s still hard to cite actual names of companies who managed to fully “take on the mantle” of customer centricity apart from the obvious brands. Are companies simply unwilling to fully transform or they commit to the cause but once challenges appear they’re not “equipped” to deal with them properly?
Bellow you’ll find 5 reasons we at OpsTalent think are the biggest obstacles in becoming customer-centric, and putting customer experience at the forefront:
We all know this, “talk is cheap” – nothing changes from just talking about the need to change. Unfortunately, businesses seem content with this practice.
Organisations are eager to hype up the importance of customer experience but when the time to take action comes they fail to operationalize customer experience. Thus, making it impossible to embrace customer centricity.
If leaders have the desire to transform their brands, then they also need to possess the drive required to make customer centricity the top priority.
In the corporate landscape the word “restructure” makes every employee tremble in fear – executives and managers included. This coupled with the fact that a lot of organisations restructure annually makes you wonder, and doubt how successful these processes are.
Each restructures causes instability, a possible change of priorities as well as company vision realignment. Which makes sustaining a customer-centric strategy through each consecutive restructure extremely challenging.
Stability is a necessity if you want to achieve sustainable, long-term success – including strategy and approach reinforcement.
If you want short term results, then, unfortunately, customer experience transformation is not the valid way to achieve them as it’s a long-term business strategy.
Transformations require patience, tenacity and a firm belief in achieving success, only when you possess these three traits you’ll see your vision come to fruition.
Oftentimes stakeholders who are not on board with the customer-centric approach, apply too much pressure to switch focus to short term gains. Thus, bringing your customer experience efforts one step closer to failure.
Lack of knowledge is what holds many businesses back from becoming customer-centric.
Without the required skills and competencies, shifting your companies focus on customer experience, not to even mention sustaining it, will prove to be a futile effort. You need people to drive the change by incorporating their abilities into the transformation process.
Developing operational knowledge needs to be a top priority (not limited to customer-centric companies mind you), at all levels of the organisation. Most importantly, leaders should not be exempt from this rule as they too need to continually develop in their role by acquiring familiarity with relatively new skill sets and lead by example.
Businesses are failing to put people first – both employees and customers at the forefront of their strategy.
You need to put your own people first, failing to do so is a surefire way to void your organisation’s chances of becoming customer-centric.
Only happy, highly motivated employees are capable of delivering excellent service – become people-centric and you will succeed.
We do hope that the text above didn’t dissuade you from embarking on the customer-centric journey.
The path ahead is a perilous one, however, it’s not only filled with challenges as it provides plentiful opportunities for your company to grow.