10 steps to build CX company

10 key steps to build a competitive advantage through a positive customer experience, the so-called Customer Experience CX.

?The key to success in today's highly competitive marketplace is adopting a business strategy that is 100% customer and needs oriented. Simply put, customer focus puts the customer at the start, center and end of every transaction and service we provide. It changes the focus of the company from a product or service to a customer and satisfying all his needs and expectations, and it is best if, thanks to our actions, we positively surprise customers through the highest quality service. This approach also means that the company must have a deep understanding of the client's needs and expectations.

Each manager has to answer the question, who are my clients? What do they need the most? What can bother them? How can I positively surprise them with something? How can I get them to recommend my company?

In addition, the company must prepare a strategy for providing positive experiences to both new and regular customers, and to those who have left the company for some reason.

Currently, it is impossible to build a competitive advantage without a strategy and action plan that will build a positive customer experience (CX Customer Experience).

From the receptionist to top and middle management, it is important that every employee is fully involved in this strategy. Everyone has an important role to play when it comes to customer service and retention.

Here are ten steps to help you build a customer-centric business;

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1. Create a Customer Value Proposal (CVP). Decide at management level what list of benefits you can offer to new, existing and lost customers. Then put it in the form of an offer and start applying.

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2. Recruit customer-friendly people. Empathy, good communication and the ability to solve problems are qualities to look for. This is a very important rule and never forget it!

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3. Treat your employees well. How your employees feel at work has a much greater impact on how they deal with customers than any training. It depends on them how they take care of your clients. As the American millionaire, Virgin Mobile founder Richard Branson said, "First, take good care of your employees and then they will take care of your customers."

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4. Train your team. Frontline employees and employees of the so-called the backend must obtain a complete understanding of the customer, product, and industry they serve. Coaching must also focus on soft skills; communication and teamwork. Be clear about what you expect from them, what standards of customer service you expect. Reward employees for pro-customer behavior, pay attention immediately if you notice errors in customer service.

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5. Talk to your customers yourself. Leaders must fully embrace the customer service orientation process and be on the front lines from time to time. Work sometimes at the reception desk, listen to what customers say, see what opinions your company has on the Internet?

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6. Customer service standards - The implementation of customer service standards and their daily compliance will help you maintain the highest level of customer service. Don't do it alone, ask your team for help, together create rules that you will follow later.

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7. Listen to the customer's voice (so-called Ang.VOC Voice of Customer). Honestly assessing how you are doing in the eyes of the client is crucial. This can be achieved by conducting a formal customer satisfaction survey or collecting and recording customer comments. The results of the survey will help you understand what your customers need and expect from your club.

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8. Systematically measure the level of customer service. By analyzing the feedback received through the VOC program, you will be able to adjust the level of service to the needs and expectations of your customers. Create a scorecard to track your customer service levels each month, measure your performance and fix any shortcomings. The most frequently used method is the so-called NPS Net Promoter Score, where customers rate your service level on a scale of 1 to 10.

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9. Empower your team. Make sure your team has the authority to resolve most customer complaints without further escalating to a supervisor. This will help to engage them better.

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10. Communication - The last element in building a customer driven business, but one of the most important. Remember that when creating a strategy based on building a positive customer experience, you must make sure that all employees and customers know that it is important. Talk about it as often as possible, praise positive behavior, appreciate the best employees, thank clients who would like to share their comments.

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Thanks to a vision and a well-thought-out action plan, your company can join the growing number of customer-oriented companies which thrive despite the economic slowdown.

And remember what Sam Walton, founder of Walmart, the world's largest hypermarket chain, said over 30 years ago, “There is only one boss. Customer. And he can fire everyone in the company from the CEO down, just by spending his money elsewhere. "