When customers have a good experience with a company, they are more likely to repurchase from the company. They try to connect with the company’s new offerings and recommend it to others. While many companies try to improve their Customer Experience (CX) by making superficial changes, we have found that the only path to lasting returns and increased loyalty is to build a customer-centric culture.
Let’s talk about competencies. Competence is the ability to do something successfully or efficiently, or you can say an effective performance of a normal function. Employees working in a company or an organization need to have or follow certain competencies.
The main element of creating competencies is leadership. A leadership team that is united, committed, and taking action to transform their business to earn the right to customer-driven growth.
Top Common Competencies
· Teamwork
· Responsibility
· Commercial Awareness
· Decision Making
· Communication
· Leadership
· Trustworthiness & Ethics
· Results Orientation
But that’s not just it, to determine the success of your Customer Experience you must have these 4 core Competencies.
1. Purposeful Leadership: Your leadership team aligns to a clear and consistent set of values. It’s One-Company Leadership, Accountability & Culture.
The question to be asked: Do your leaders operate with a clear, well-articulated set of values?
If you want to grow, define the values and goals for the rest of your company to align with. According to Temkin, strong leaders must be:
🖋 Passionate- Share a compelling view of the future
🖋 Persuasive- Explain why things are necessary
🖋 Positive- Motivate people by showing appreciation
🖋 Propelling- Empower others to succeed
🖋 Persistent- Act consistently with stated values
These skills contribute to engaging your employees too. It helps them feel impassioned and stay invested in the future of the company.
2. Compelling Brand Values: You set appropriate expectations with customers on how they’ll interact with you.
The question to be asked: Are their brand attributes driving decisions about how you treat customers on the whole Or how do they construct and carry out promises?
As a company, you’re not running a political campaign. You can’t make promises that do not always deliver on point. If you don’t keep your promises, you lose reputation and customers. And to create a great Customer Experience, you have to explicitly make promises, embrace those promises, and then keep overachieving them.
🖋 Make promises
🖋 Embrace customer promises
🖋 Keep promises
3. Customer Connectedness: Every department’s decision-making integrates customer insights and ideas.
The question to be asked: Is customer feedback integrated throughout your organization?
Understand who your customers are and find the product-market-fit with surveys. Measure your metrics well and you’ll learn a lot from your customers. Focus on the larger journey your customer takes with you and think deeply about each step along the way. Build a Customer Listening Path like:
1. Target specific customer segments
2. Continuously listen and act
🖋 Focus on customer journeys
🖋 Design for real people
4. Employee Engagement: Your employees understand and align with your corporate goals.
The question to be asked: Are employees fully committed to the goals of your organizations?
Employee engagement is as essential to a successful Customer Experience as having purposeful leadership. Engaged employees and strong leadership go hand in hand, as I mentioned previously. When you have hardworking employees and management, the other two competencies will follow. Engaged employees work harder and see better results. They’re more likely to stick around.
Employee Engagement has 5 activities:
1. Inform
2. Inspire
3. Incent
4. Involve
5. Instruct
To conclude, It’s important to recognize how important these factors are. As a leader and as employees — you lay the groundwork for your own organization’s Customer Experience.
