Growth leads to dilemmas.
When to hire? When to fire? Who to serve? Where to invest? As organizations grow, they begin to lose touch with what drove them in the first place. This happens when they don’t know who they are to begin with. If leaders don’t take the time to truly understand their values, they can’t articulate them and lead from them. How can growing organizations ensure they are going to continue to deliver a superior customer experience?
I propose 3 customer experience considerations for any business leader.
1. What’s The Promise?
Without a brand promise that is clear, understood and repeated, it’s almost impossible to navigate what experience to deliver. An excellent promise is one that helps each and every decision in your organization. If you don’t know what your brand promise really is, consider setting that as priority one. If you’ve been in business a while, don’t just rely on your own instincts, listen to what customers tell you it is. Decide what your promise is, then talk about it and say it again and again.
2. How Do You Know What’s Really Happening?
Growth brings layers. Layers in your organization, layers of processes, layers between you and the customer. As you focus on the 12 zillion other responsibilities around growing a business, it’s a little too easy to assume all is well with your customers. Set alarms and reminders. Ask them. Ask again. Then every so often, walk in their shoes. Use your own web site. Call your own call center. Have a place in your office where you map the journey and attach the actual communications pieces. It is amazing how much communication some organizations send customers. They have no centralized place to collect it, so the customer gets inconsistent messages and experiences.
3. What’s Next For Your Customers?
While it’s critical to understand what’s happening within your customer experience today, it’s also vital to look ahead. What do you want for your customers next month? What about next year? Staying ahead of the experience is what will keep you ahead of the competition. Knowing your brand promise, what’s really happening today, and what’s happening in the marketplace can help you focus on the future instead of just putting out the fires of today.
Your customer experience is already happening.
Whatever the experience is, your business will either grow with it or stagnate. Considering these questions as you grow an organization will help you stay true to what you wanted to do in the beginning.