To serve end-customers better, begin with your employees.
Growing numbers of companies are coming to recognise the benefits of customer-centric strategies: higher revenues, lower costs, and stronger employee and customer loyalty. In the effort to transform customer journeys and refine direct interactions with clients, however, many companies overlook the need to engage the whole organisation, including its support functions, in a customer-centric transformation.
That’s unfortunate. Turning the support functions (such as information technology, finance, human resources, purchasing, and real estate) into excellent customer-service operations is a powerful lever to sustain and expand a full customer-centric transformation. It helps to create a new service culture that deepens customer-centric efforts in all layers of the organisation. It promotes a longer-term impact and the full engagement of the staff by applying the principles of customer excellence to employees’ journeys.
This article focuses on assessing the benefits of engaging support functions in customer-centric transformations and defines the methodology and principles for leading such programs successfully.