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Internal communications are imperative to dispersing the CX message. A briefing pack, distributed by managers, can be a great way to inspire staff to better engage with customers, says Rob. “As with all internal strategy and change communication, it pays to reinforce advice the message to employees over time and throughout the line of management. It also helps to support the message with proof, by sharing and resources celebrating successes with employees as they happen.”
Be realistic with timescale and persevere. The biggest hurdle for some companies is introducing staff to change. “Some adapt and embrace change far faster than others and some, as you know too well, never make it," explains Emma. This also has an effect on the time scale; the change of mindset towards prioritising CX is likely to take a lot longer than expected and this requires perseverance.
“Once there’s buy-in from board level and the needs of the customer are integrated into the core strategy, objectives and KPIs, the approach needs to be driven across the whole workforce”
Ensure that your new focus sticks extra resources around for the long-term
Martin recommends a formal agreement of who will champion a customer-centric approach from within the business. “In many cases, this role will naturally fall to the CMO, or in some cases others have created the role of a chief customer officer. Either way, it’s essential to have a ‘customer champion’ who brings the clients’ needs, desires and pain points to the table when discussing business strategy, and pioneers the CX-led approach,” says Martin. He deems it as critical to maintaining a customer-led business for the long term.
The easiest way to figure out whether your new approach has stuck is to call on data – have you experienced the beneficial changes you were expecting? If not, perhaps your message hasn’t permeated throughout your team as much as you thought.
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