How do you align your organisation to deliver the experience
Creating and delivering a great customer experience can only be achieved by aligning the whole organisation behind the brand promise.
Once you’ve defined your brand promise and the experience you want to deliver, the next step is to determine the implication for your people, processes and products – and how you align these to deliver the experience.
This requires significant investment in education and training, effective teamwork, performance management, communications and technology. Focusing on a holistic approach will ensure the essential organisational alignment to deliver what customers perceive as a seamless customer experience.
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.
Organisational alignment is key to effective Customer experience implementation. And this is most effective when it’s done by your own people, with your own people, rather than a bunch of consultants coming in and doing it for you.
See more about our approach to aligning your executive team and enabling your own people to implement your experience.
What is a Brand Promise?