| Aligning your organisation to deliver your customer experience
Creating and delivering a great customer experience can only be achieved by aligning the whole organisation behind the brand promise. Successful organisational alignment means that Marketing, HR and Operations must have a collective role in designing and managing a customer experience that delivers this promise. Here’s a quick overview of the roles that each function can play in the process.
Marketing defines the brand promise
It identifies who your most profitable customers are and what they value. It defines a brand promise to attract them and ultimately communicates it to the marketplace. It must then work with HR and Operations to define the customer experience and how the organisation can deliver this.
HR builds the skills and knowledge
HR has one of the biggest roles to play in the process. From recruitment to retirement, each HR process either enables or inhibits the customer-focused organisation to deliver its promise. HR processes such as training, performance management and reward systems must all be aligned to the brand promise.
Operations creates the right infrastructure and processes
This includes defining and removing internal obstacles that get in the way and then focusing on strengthening the organisational ‘enhancers’ such as communication systems and technology that enable people to deliver consistently. Operations also helps Marketing to measure the customer experience, comparing this to what is promised and then feeding this back to the front line staff.
Focusing on a holistic approach will ensure the essential organisational alignment that delivers what customers perceive as a seamless customer experience.
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