Business owners, leaders and management regularly look for ways to improve efficiency and streamline operations. Anything that saves time, saves money. In addition, technology gives us the ability to automate many time consuming tasks. However, new systems and processes that benefit the business sometimes impact negatively on customer centricity.
We’ve had a frustrating week of admin, dealing with a number of suppliers and service providers who make our lives, as customers, difficult. For example, artificial intelligence (AI) has seen in increase in bots that are able to “help” solve our queries. That is all well and good if your query is not complex. But often, we just need to talk to a human being who can hear us out. In another instance, a service provider has stopped sending invoices on a monthly basis, because “we don’t need to anymore, because the invoices are now available on our site, to access whenever you need them”. Well, I have some “Sage” advice for this service provider… as a customer, it is much more convenient for us to have the invoices emailed to us automatically, rather than having to navigate through all our service providers websites to search for the archived invoices!
Here are some key strategies for maintaining customer centricity while implementing systems
1. Start with a Customer-Centric Mindset:
Before implementing any new systems or processes, take the time to truly understand your customers’ needs, preferences, and pain points. Conduct surveys, gather feedback, and analyse customer data to gain insights into what matters most to them. This customer-centric mindset should guide every decision you make throughout the implementation process.
2. Map the Customer Journey:
A thorough understanding of the customer journey is essential for maintaining customer centricity. Map out every touchpoint and interaction that a customer has with your business, from initial awareness to post-purchase support. Identify opportunities for improvement and areas where increased efficiency can enhance the customer experience without sacrificing quality or personaliSation.
3. Involve Customers in the Process:
Engage with your customers throughout the implementation process to ensure that their needs are being met. Solicit feedback on proposed changes and involve them in testing new systems or processes. By involving customers directly, you not only gain valuable insights but also demonstrate your commitment to putting their needs first.
4. Focus on Seamless Integration:
When implementing new systems, prioritise seamless integration with existing processes and technologies. Any disruptions to the customer experience, such as website downtime or delays in service, can have a negative impact on customer satisfaction. Ensure that the transition is smooth and transparent, with minimal disruption to the customer journey.
5. Empower Employees to Deliver Exceptional Service
While efficiency is important, it should never come at the expense of personalised customer service. Empower your employees with the tools, training, and autonomy they need to deliver exceptional service at every touchpoint. Encourage a culture of customer-centricity where employees are empowered to go above and beyond to meet customer needs.
6. Monitor and Measure Customer Impact:
Throughout and after the implementation process, continuously monitor and measure the impact on the customer experience. Use metrics such as customer satisfaction scores, Net Promoter Score (NPS), and customer retention rates to gauge the effectiveness of the changes. Adjust course as needed to address any negative impacts on the customer experience.
7. Iterate and Improve:
Customer-centricity is not a one-time project but an ongoing commitment. Continuously iterate and improve your systems and processes based on customer feedback and changing market dynamics. Stay agile and responsive to evolving customer needs to ensure that your business remains competitive and customer-focused in the long term.
How are you implementing efficiencies in your business? And what are you doing to ensure you don’t lose sight of the most important aspect of business: your customer? My experience as a coach, a service provider and as a frustrated customer provides great insight and guidance for companies looking to streamline processes for the benefit of their customers. I’d love to help.
