Empowering Strategic Leadership: Integrating Front-End Client Interactions with Backend Processes

As a leader, prioritizing external and internal processes takes work. Client experience (external) attracts clients' attention, and client nurturing practices (internal) build brand loyalty, both are just as important.?

Small business owners and entrepreneurs often have to recreate their workflows from scratch as they build their businesses. While pursuing a career that allows us to avoid micromanagers and have flexible schedules may be the dream, we often overlook the importance of formalizing our workflows as we go. However, let’s face it: There are never enough hours in a day, and sometimes, it feels like we are constantly racing against time. And plus, how do we know when it’s time to systemize our workflow??

I’ve invited Kathleen, a Customer Lifecycle Management Expert, to share best practices for crafting a customer-centric culture for your brand.?

Do note, that if you’re a professional looking to climb the corporate ladder, it's important to see yourself as a brand. By positioning yourself as a strategic leader within your organization, you can improve your chances of success. Keep these tips in mind as you work to build your brand and make strides in your career.

Insights from the Experts:

What's your definition of a customer-culture centric approach?

Kathleen:

A customer-centric culture requires a deep understanding of your customers and embedding this understanding into every aspect of your organization. It requires collaboration between marketing and internal communications to ensure every team member is aligned and motivated to deliver exceptional customer experiences. Marketing will help employees understand the unique value proposition of the product or service your organization provides as well as insights into the competitive landscape and areas where you can help the customer be more successful in your journey with you. Understanding the customer profile, needs, and expectations is key in building a successful environment that champions the customer and puts them at the center of your workflows and operations.?

In your experience, what are the challenges associated with implementing and sustaining a customer-culture centric approach, and what strategies do you recommend for overcoming these challenges to foster a culture that consistently prioritizes and embodies the needs and experiences of customers?

Kathleen:

Building this approach requires alignment between leadership and teams. Employees need to feel empowered to recommend changes to the customer experience, own the outcome for customers, and stay informed on the latest changes in the market environment. Keeping employees up to date when they have so many other job responsibilities can be challenging. Employee communications needs to be creative in getting the message across through articles, videos, presentations, contests, training, and more.

Finally, how will you measure success? It’s not easy to see a clear black and white effect from your efforts. Keeping a pulse on customer satisfaction surveys, reviews, and feedback is key to understanding if your campaigns are working.

How do you believe leaders can effectively balance their involvement in client-facing interactions alongside their responsibilities towards backend processes, and what strategies can they employ to ensure both areas contribute to their role as strategic leaders?

Jaleesa:?

Time blocking has been a significant change in my life that has helped me manage my time effectively. Every week, I dedicate time at the beginning and end to plan and schedule my activities for the upcoming week. I ensure all my digital calendars are in sync and update my analog planners accordingly, especially when I have a busy travel schedule. After getting a clear view of my weekly responsibilities, I prioritize my tasks based on whether the week will be front-end work heavy or back-office heavy. Planning ahead using time blocking is a great way to manage your time effectively. If you're looking for a free resource to help you plan your workweek, I have just the thing for you. I have a free resource called, The Ideal Work Week that you can gain access to today!

Kathleen:

None of the day-to-day operations matter if you don’t have customers. Putting in repeatable and scalable processes that can solve customer pain points is key. Find the easy wins and for the big problems, put together a task force that crosses departments so that unique and wide-ranging solutions can be formed. Communicate across departments about wins and losses to prevent others from making the same mistakes. Finally, empowering your employees to solve the customer issues will allow you to balance your day-to-day responsibilities alongside engaging with customers.

In what ways can professionals in leadership and customer lifecycle management roles collaborate to enhance client nurturing practices, ensuring they are both effective for organizational success and instrumental in shaping the individual's reputation as someone who values and prioritizes comprehensive client experiences in the industry?

Jaleesa:?

Cross-functional training is a valuable tool that can help professionals gain a deep understanding of how their work adds value to the organization and contributes to the desired outcome for their clients. Regular monthly conversations can also enhance cross-functional awareness, by allowing each team to share their responsibilities and collaborate more effectively with others. By promoting a culture of collaboration and communication, cross-functional training and conversations can help ensure that all team members work together seamlessly towards achieving the organization's goals.

Kathleen:

Sharing best practices and communicating wins across the organization is key to keeping the client experience top of mind. Through a Slack channel, newsletter, or regular presentations, leaders have the opportunity to showcase testimonials, reviews, and shout-outs on a regular basis.

Learn from your best and happiest customers. Understanding what drives their success and how they leverage your product or service will help you navigate the nuances of the customer journey and allow you to better nurture them along the way.

Interested in learning more from Jaleesa & Kathleen? The Lilac Brown Presents 'Take The Lead' a dynamic, creative workshop that empowers participants to integrate their professional and personal goals seamlessly through collaborative exercises. Secure your spot now to attend on April 13th!

Brown, Jaleesa. Hackney, Kathleen. "Empowering Strategic Leadership: Integrating Front-End Client Interactions with Backend Processes" Blog, 21 March 2024, [email protected]