The Customer 360 experience is transforming businesses around the world. Although putting the customer first isn’t a new idea, the challenges of the past year have given it a new urgency.
Customer expectations have never been higher. And while businesses once believed that products and services trumped all, things have shifted to focus on the entire customer journey.
Today’s customer wants businesses to:
Provide on-the-go accessibility
Empathise with their challenges
Anticipate their unique needs at every step
This new, holistic customer journey isn’t just about the destination which is the purchase of a product or a service. It’s about the relationships that are built along the way.
Contemporary customers expect businesses to behave as a unified whole to offer cross-channel experiences. They don’t want to be passed backwards and forwards between sales and customer service departments. Modern consumers want quick, seamless, and personal interactions.
Recent events have highlighted how — even in the age of digital transformation — some companies that pride themselves on being agile and customer-focused are actually still operating in silos. This is where Customer 360 (C360) comes into play.
Customer 360 unites your sales, service, commerce, analytics, marketing, and IT teams within a single platform. C360 allows you to customise a solution that’s perfect for your business. With a united, shared view of your customers, your teams can meet consumer demands faster and more efficiently.
It’s clear that the old ways of doing things are no longer attractive to today’s customers. Even when they can’t engage with a business face to face, they still want individualised and cohesive experiences. Businesses need to shift their entire organisational mindset to be customer-centric.
When transforming a company, business leaders have three ways of bringing about change:
1. Renovate mindset: people who attempt to lower costs and raise productivity.
2. Transcend mindset: individuals who try to free up cash so that they can explore new sources of customer value.
3. Evolve mindset: people that embrace the customer-first revolution, focus on customer loyalty, and position themselves to thrive in uncertain times.
Executives in traditional businesses generally spend about 80% of their time in a renovate mindset. This explains why established companies continue to remain product-centric, perhaps while incorporating some innovative ‘transcend’ elements along the way.
One of the keys to unlocking the potential of the evolve mindset is to look at every step of the customer journey through the eyes of the consumer.
An individual with the evolve mindset considers:
Is the customer experience frictionless?
Are there direct and easily accessible solutions to potential customer issues?
Does everyone in the organisation have access to the same info?
Do they have a 360-degree view of the customer so that they can anticipate their needs? Where can value be added?
What’s the customer-service differentiator?
The most powerful change comes from shifting your organisational mindset.
Putting the customer at the heart of your feedback loop and innovation cycle is a great way to kickstart your Customer 360 transformation.
Business leaders need to seek out the team members who constantly put the customer first and see what can be learned from their attitude. The customer’s needs should be the focus of every department, employee, and stakeholder so that you can design a framework to shift mindsets, connect silos, and kick-start your business’s transformation.
For more insights into how businesses can transform to meet the needs and expectations of today’s customers, check out The Transformation Playbook.