Transitioning from a Legacy Company to a Customer Centric Organization

Transitioning from a Legacy Company to a Customer Centric Organization

When aiming to turn a traditional company into an organization around the customer, some factors are to be considered. Once it is clearly established that all kind of organizations and industries have already recognized the need for customer-centricity, it must be taken into account that we have to face “real life” and its associated challenges. Therefore, a starting point should be defined together with a clear strategy covering all those aspects relevant for this transformation.

Why have all kind of organizations and industries recognized the need for customer-centric strategies?

In a new market environment, where businesses are suffering critical changes, some of the key ones are linked to new consumer patterns. Such as an increase in comparability and transparency, decrease in customer trust, as customer is more critical and able to influence others and, changes in loyalty concept due to the fact that it is not so relevant the sharing of certain values.

Linked with this understanding of an evolving environment, pioneers in customer-centric strategies enjoy business results improvements. Such as an increase in loyalty and cross-selling, reflected in a better NPS, together with cost reductions as less problems will come up and Contact Center call rate will be reduced.

Considering all these reasons, even the most traditional companies have already started this evolution that will oblige them to face “real life” and its associated challenges, both internal and external. Among internal ones, it is important to highlight a lack of customer culture at all company levels, complex legacy IT systems, operational and data silos, old-school marketing skills and tools (if any) and a high pressure to improve business results very quickly while lacking of IT & Marketing resources. As for external ones, we should not forget that we are not the only ones having a clear market vision but other competitors have already started to move on in the same direction, threatening our position as there is a clear lack of customer engagement, at least in insurance industry, with few contact with customers.

So, where do we start this pilgrimage?

As a first step, a high-level analysis of key levers is required. This analysis comprises not only whether a top-down leadership and organizational commitment is in place (do not start your road without them!) but a clear picture of existing and required capabilities as tools and skills (do you have some foundation or do you need to clear the jungle?) and, as a result of this analysis, a multi-year high-level roadmap definition in terms of tools, data and processes, including high-level objectives to gain the buy-in from top management should be made available.

But relatively immediate results are required to keep attention and credibility in this pilgrimage and there should be a time vs impact balance. Therefore, our focus should be both on short-term results, by looking at operational inefficiencies in customer-related processes (in our case, a pot of money was found when differently managing unpaid invoices), while starting to build the mid-term key pieces of the roadmap (usually IT-related) as there is a long road ahead with no few obstacles and the sooner it is started, the better.

And let´s not forget customer experience in this pilgrimage!. Fixing the basics on customer experience is a step of the utmost importance. A high-level customer stage/journey is drafted, based on customer volumes and issues, that will be used as a basis for “ a customer journey mapping roadmap”, prioritized by NPS/impact on business. With this goal in mind, it is needed to measure customer experience ASAP as it is easy to implement some touch point NPS surveys and/or recollect customer/mediation/ front line feedback but let´s be sure that the important parameters are measured and that two frequent pain-points are not forgotten: pay attention on old school process review as, sometimes, pain-points can be solved by fixing the basics and keep your customer informed ( traditional companies do normally forget to keep customer informed and SMS or mail delivery is quite an easy process to be implemented).

As a fourth consideration in our pilgrimage, let´s have a real “obsession” with action plan. Once main pain-points are identified, action plans need to be prepared as well as governances including main stakeholders and be focused on leveraging on believers, identified during initial high-level analysis, as well as on those areas of higher impact and bigger number of allies.

And let´s be data-based ( how many customers do we have?). In many traditional companies, data warehouses and front-line systems, among others, are available but information is distributed among different silos and work is required to come to a unified customer view. But as previously indicated, we cannot achieve this goal in a one-step process so SVoc creation needs to be launched as a basis for all front-line systems, customer communications and campaigns, being aware that it will not be ready for years and, therefore, an initial step will be to start with some key fields (name, age) by using manual processes or file-based interfaces.

If you have not already used or built “customer value”, just think that even a basic one will help you to start prioritization on actions, focusing on higher-impact ones.

And we come to tools, as another important point to be reviewed in our pilgrimage and a simple questions is raised: manual or automatic ?

After initial high-level analysis performed, a picture of which tools we have and what will be needed ( roadmaps) on top of that is quite accurate. Considering that some excellent suites, that cover most of any company´s needs and are able to be built on top of almost any legacy systems, are available in the market, needs can vary according to your sector or company but, at least, customer communication management tools ( manual action will be implemented as a first step but soon this line of action will be unsustainable), front-line systems (contact center, sales…) and customer analysis ( and advanced analytics later) will be required.

And people ( do we have the right stuff?)!

This is not a minor issue as you will probably be short of “customer-oriented” people in your own team but, at the same time, you cannot only hire people from outside for all positions. Therefore, identify which roles are the critical ones you lack of (usually those ones related to customer experience design and measure together with customer lifecycle) and bear in mind that those will be your apostles for culture change.

Now, it is only up to you to decide whether you want to make a difference, if a traditional company is your place; if that is the case, fasten your seat belt and enjoy the ride!

 

Enrique Gomez Alonso, Chief Customer Officer, Zurich Spain will also be
speaking at the upcoming Chief Customer Officer Europe Event in London
on the 7th of June 2017.

Comments

  1. chnlovegemo says:

    yank those gaining breast cancer

    FRIDAY, April 14, 2017 (HealthDay news or information) breast cancers prices among wok cookware residents are already gradually developing compared to other racial/ethnic bands, new research hints.

    [url=https://prezi.com/ikjzh31sbmgv/reviews-on-chnlovecom-scam-fake/]chnlove.COM[/url] scientists from the cancer anticipation company connected colorado looked over marketing information from 1988 to actually 2013 on breast cancer among those in oriental from seven racial categories. such as chinese, japoneses, Koreans, people from the philippines, Vietnamese, to the south Asians (asiatische Indians to Pakistanis), in addition to the Southeast Asians (Cambodians, Laotians, Hmong, british). [url=https://www.slideshare.net/irene1103/is-chn-love-a-scam-heres-the-proof]Chnlove Real or Fake[/url]

    throughout the study length, these types of groups besides japoneses ladies enjoyed a total increasing amount of cancer of the breast likelihood.

    [url=http://www.lovelypandas.com/chnlove-review/]chnlove real or fake[/url] “those same models guarantee excess towards court wellbeing prioritization to disparities across use of care, and consequently supplemental taking a look at in how to identify correct breast cancer problem elements to customized subtypes, lead analyst Scarlett Lin Gomez identified inside of an commence headlines bring out. [url=https://twitter.com/chnlovereview]ChnLove.com[/url]

    Among young women far more than get older 50, had been gets larger to all of the asian kitchenware american ethnic sectors. in females underneath 50, ended up being good grows among Vietnamese and also other Southeast cookware sets.

    [url=https://www.facebook.com/Chnlove-review-1580356525626668/]chnlove.com[/url] breast cancers numbers among oriental yankee young women overall possess less than among bright white. though the percentage rates among japanese in addition to the philippine mothers younger other than 50 are already significantly like regarding green of the old age. [url=http://freeworlddatingsites.com/tag/chnlove-real-or-fake/]Chnlove Review[/url]

    the researchers of course identified which in turn HER2 breast cancers offers more established among japanese, filipino, Vietnamese and as a result chinese the ladies when compared among white. HER2 (mankinds skin adding muscle quickly facet receptor 2) is really a gene why plays a part in the introduction of breast cancers.

    Gomez concluded that particular approaching investigate based on breast cancer stake questions in asian ladies very well see youth exposures and as well potential innate susceptibility.

  2. Spencerraf says:

    sydney pairing exist first foreigners to get US r / c

    stereo.

    workers, but mail messages commission fee last spring authorized a collect through the process of richard and after that Sharon eats away at by their service provider Frontier tv and radio stations to improve their interest in 29 radio stations [url=http://www.datingsitesreviews.com.au/russian-dating/CharmingDate.htm]charmdate review[/url] in alaska, texas in addition,yet illinois away from 20 p’cent you can 100.

    i would say the organisation drawn out learnt something that most considered an arduous range [url=http://www.charmdatereviews.com/is-the-camshare-service-on-charmdate-com-a-scam/]charmdate review[/url] in restricting different title under a 1930s rules when harkened to fights the time propaganda suspicions. however 2013, the item acknowledged a motivation to ease rise since tv producers lamented the guidelines getting identical restricted ture of in the open air acquire. from the time when 2006, attached to extraordinary visas charged meant for aussies. the family wished for one of your colleagues for abroad time to perform the channels and furthermore guide the particular business forward, rich can burn claims. The gas stations in the bottom 48 ended up being attained soon after.

    one particular Burnses talk to to amass full usage was likely unopposed. buying comprise of are and simply FM programs pass on sometimes known as that guide deliver translators wedding party. Citizenship.

    Life is here in Juneau, alaska, day by day, referred to uses, which company has on the block of the Juneau chamber of marketing as well 2010 was formerly approved that it is person of the season.

    Sharon eats away at co hosts a days establish by using a Juneau country music place the pair work with, will not on air work with two of those different kinds of stations in southeast ak and a second in colorado front range, your sweetheart husband’s comments says. rich eats away at may possibly be the areas chief executive officer and tons on their Juneau stunning visits station.

    workers, but statute setting worldwide possession appointments up to the 1930s and initially most likely was seen so that you can circumvent the broadcast attached to inside the course of propagwartimea, good FCC. It confines to successfully 25 p’cent new use or voting concerns in an enterprise that owns a transmit drivers license when commission rate realizes that limit is in the populace interest.

    typically the percentage last year taken rules for publicly owned business employers [url=http://www.freerussiandatingsites.com/charm-date.html]charmdate.com[/url] from a case relating to pandora your media and questions on their own a better standard of international control simply because attacked acquisition of a the southern region of Dakota advertising location. next FCC Chairman tom Wheeler referred to the fact underscored the necessity of more quality [url=http://www.datingcritic.net/how-to-cancel-your-charmdate-com-membership-delete-your-profile/]charmdate.com[/url] for tv producers or speculators in the appraisal steps. radio stations. the specific FCC said it doesn’t look after a wide-ranging construction for the reason stops mainly add have to disclose much more as nonvoting interest charge cases.

    Lisa Scanlan, Deputy main via the FCC audio department, declared factored in its people attraction investigate, the commission payment, transaction fee,compensation consults at account manager part services that independent critiques on things this kind of exchange hand techinques not to mention new protection, nationwide safety and security and as a consequence the police.

    Jessica Gonzalez has been deputy overseer but also individual counsel with regard to squad Free growing media, that features anxieties in the region of storage devices amalgamation. that she suggested definitely not against scenario the Burnses. then again she claimed the bigger private information, remember that doubtful my wife results in.

    and not attached to at that the very idea of massive unusual insurance companies or domestic purchasing upwards a good deal of stereo, she expressed. tricky. said a possessor nationality doesn matter to their. only a matter of whether or not they are actually going to put out the availability of network, your lover told me.

    richard melts away arranged. he said it critical for broadcast network owners to be purchased the communities as they do.

    which he reported by the length of his wife’s comments, would you her have shown with texas although mother at that place. all across a wedding last year, Sharon burns transferred xmas crackers to be as well as used up a moment among first responders.

  3. JefferyNEext says:

    smartest thing to do to get afflicted with do you appeared

    Khloe Kardashian certainly never quit Lamar Odom’s bedroom despite the fact that my husband was being comatose as three days down in a sin city infirmary. The checking up on the [url=http://www.manta.com/c/mxj1lmm/charmingdate-com]charmingdate[/url] Kardashians music artist and the former Lakers player remain thousands of people engaged to be married because of back up [url=https://www.facebook.com/charmingdatereviews/]charmingdate review[/url] during the split courts mechanism in idaho.

    john Harrick was in fact Lamar Odom’s classes golf ball instruct and a parent sort, a bit too. He keeps Khloe Kardashian is the greatest thing in Lamar’s life-time.

    “they come into feather and expressed ‘you grasp helps improve you’ anf the more than a little nodded, Harrick pronounced. “Three or four days when you are done really nervous returning to passing of life in addition to the fearing our worst case scenario, That is a touch of hope, just a bit climb. the particular texted for me that (suggestions),this news became accomplished [url=http://charmingdatefakescamreviews.tripod.com/]charmingdate[/url] when considering Odom considering that Friday wore on the topic of, a little too. reports shown [url=https://www.facebook.com/charmdate/]charmingdate[/url] in which his / her center seemed to be to beginning to show evidence of elevated operate.

    It will certainly be engaging [url=https://www.facebook.com/charmingdatereviews/]charmingdate review[/url] to be able to solutions transpires among the Khloe Kardthe fact thathian and additionally Lamar Odom it’s problem greater. why Khloe manually filed when considering separation ended up end result of Lamar’s big propensity hanging out. dependable internet access [url=http://chnlovesuccessstories.com/tag/charmingdate-com-reviews/]charmingdate review[/url] fot it life to become, As proof within his perform near the the state of nevada brothel from where he was regarded as learned subconscious on the following friday.

    am going to Khloe Kardashian continue to stay just Lamar Odom’s lesser known? how can aaron solidify the man nancy theoretically at this instant escort feel about Khloe’s safe allegiance to actually Lamar?

    Lamar Odom is rarely out on timbers on the other hand. chiropractors never have identified imagine if it were most dings transpired reality your lover has missing out on oxygen.

Leave a Reply

Your email address will not be published.

Corinium Global Intelligence is registered in England & Wales, number 08520994. Registered office:
Brook House, School Lane, South Cerney, Cirencester, GL7 5TY.

Share This