At the recent CXPA networking event in London hosted by Pen CX, the world of the CX professional was thrown into the spotlight. I wanted to share thoughts from two of the presenters, who reminded us of some of the practical yet vitally important things we need to do to bring about the right change.
First, Ali Lawrie, Head of Customer Experience at Akzo Nobel, owners of the Dulux paint brand among others. Ali talked about the challenges of bringing the customer agenda to the fore in a B2B organisation which, understandably, has had a keen focus on technical product development and the sales supply chain.
A lesson she’d learned early on was to not underestimate the time it takes to win stakeholders round where they have their own priorities. Perseverance and resilience are essential qualities of the CX practitioner.
It’s time well-spent though and an investment that pays dividends. Getting the attention was also helped in no small part by demonstrating the reality of today’s experience using customer verbatims.
To see a metric that says customers are waiting three minutes for a call to be answered may not be a catalyst for instant transformation. But hearing the direct impact on the customer, who might be an architect about to see a key client or a hospital property manager reaching out for some quick advice, expressed in their words with the emotion that goes with it, is infinitely more powerful.
Furthermore, it can show how a company’s brand and advertising is potentially being wasted because the experience does not deliver the promise of (a variant of) “We put customers first”. It’s a valuable and necessary conversation to have with the Marketing team.
Journey mapping provided many of the insights for Ali and those exercises also created six key stages of the experience, each now represented by an icon. Bringing to life the customer experience is at the heart of an effective CX programme and so the more visible it is the better. Sharing the icons and explaining the stages now references any activity to a specific part of the journey, has helped engage and involve colleagues and makes communications clearer.
Creating a stronger business by using Customer Experience thinking will not happen without complete engagement right across the business. To engage not just those who are customer-facing but also those who are back-office or in management roles is a big stretch for many fledgling CX teams,.
So Ali’s advice is to spread the message and create movement from within through the extended use of CX champions – finding people from all parts of the business who take an interest, want to be part of the movement and see it as a good development opportunity. They will be the eyes and ears of CX inside and across the proverbial silos.
Mike Bellis of Pen CX and formerly of Pfizer, then reflected on how he changed his approach to win people round. “I started by highlighting issues that were affecting customers and trying to get them fixed, but this was seen as creating new problems within the organisation rather than trying to fix those which were perceived to be there already”.
As this approach wasn’t developing very much engagement, Mike quickly changed tack. The new approach was to understand internal stakeholders’ issues first and then show how a focus on Customer Experience could help overcome them. Before long he was everyone’s best friend. The momentum grew as colleagues from around the globe came knocking on his door for his methodologies and thinking.
Anyone who works as a CX professional will know how hard these things are to do. It’s therefore reassuring to hear that with persistence they can still make a difference.
As Mike Bellis summarised, “In principle, Customer Experience is simple. It doesn’t mean it’s easy though”.
Thanks to Ali and Mike, also to Neil Sharp of Pen CX for organising and hosting the event.
If you’ve any thoughts on what can be done at a practical level to help a business become more customer-centric, please share them!
Thank you for reading the blog, I hope you found it thought-provoking.
I’m Jerry Angrave and I help people in Customer Experience roles do what they need to do. I’m a CCXP (Certified Customer Experience Professional) and am one of a handful of people globally who are authorised by the CXPA to train CX professionals for its accreditation. I founded Empathyce after a long career in CX and Marketing roles and am now a consultant and trainer. I give CX professionals the skills, tools and confidence to be the ones to drive their Customer Experience efforts forward.
Do get in touch if you’ve any comments on the blog, any questions or are interested in training or consultancy support.