PURPOSE - the defining element in the development of customer experience
Purpose - the defining element in the development of customer experience.
Everything we’ve learnt from organisations that have successfully and consistently improved customer satisfaction is that measures are an outcome rather than the objective. The reasons for this are both complex and varied, however the common theme is the ability or inability of an organisation to identify how and why a customer focus will directly benefit them and their stakeholders. In effect, getting to a point where external measures, rewards and recognition are an added bonus.
You don’t need to explain to seasoned customer experience professionals the personal nature of compelling motivations, but it is a fact that too many organisations as a whole ignore. Instead they expect their people to follow the latest direction statement that often contradicts what is actually happening on the ground. Unless it is specifically managed, the cultural reality is often closer to self-interest thriving in a low trust environment. This effect is the natural state for a social group unless it has a higher purpose. As a result, organisations are now recognising that to be successful they need to identify and define their purpose within the stakeholder, employee and customer communities.
Inevitably this purpose cannot be directly aligned with everyone’s need but it shouldn’t directly contradict either. If it does, then you have identified a problem that needs to be addressed. Then, if done well, the resulting purpose will make sense to everyone involved and be easier to devolve in an effective values-based business model and supporting processes.
The basic truth associated with a well-defined purpose also aids the development of an open and trusting environment, and so too the culture. At this point it is interesting to note that the difference in efficiency between a low and high trust culture can be as much as 60%.