Polska wersjaBuilding Organizational Alignment
Create alignment between commercial and operational departments in the context of your company’s strategy. Map what you are going to do in order to achieve the ability to manage your customers’ experience. Organize meetings for all your employees to get their understanding and commitment to deliver desired customer experience.
"In principle, business functions should mesh harmoniously to achieve the firm’s overall objectives; in practice, departmental relations are often characterized by deep rivalries and misunderstandings" - Philp Kotler
Creating a distinctive customer experience requires aligned effort from marketing, HR and Operations to achieve the strategy. At Executive-Conversation, we help our clients achieve high organizational alignment making the best use of our consultants’ experience and thanks to cooperation with our partners, especially with Persona GLOBAL™ Polska Sp. z o.o. (www.personaglobal.pl)
The implementation of action plans resulting from designed customer experience calls for making the necessary changes in the company, involving personnel, high organizational discipline, and finally developing certain competencies. Executive-Conversation is especially qualified to help you in that process as our key principle is cooperation with the client to achieve success and to share responsibility for the outcome of the project. For that reason, in order to implement the objectives of our projects, we conduct not only planning sessions and individual coaching, but also we offer interim management services. Together with our customers’ management we create full awareness of the ability to manage customer experience and to plan the necessary changes in processes, systems, procedures, or organizational structure in order to facilitate effective implementation of customer experience-based strategies. We use various tools in the process, such as:
- Organizational Alignment Survey
- Organizational Agility – designed to improve organizational capacity to manage change
- Execution Survey – intended to create the capacity to implement company’s own strategies
Communicating the brand internally
It is as important to communicate the customer experience internally as it is externally. Unfortunately this is something many companies fail to see. That is why we help our clients put together communication tools and events to clearly communicate your customers’ expectations, your brand promise, the desired experience and people’s role in delivering it. Combining expertise of Shaun Smith (in English) and Janusz Kamieński (in Polish), we offer our clients inspiring and captivating speeches on customer experience management, as well as road shows, kick-off sessions and workshops to create large scale awareness and support for the processes of customer experience management among employees.
See Shaun Smith’s conference speech on Customer Experience Management.
See Janusz Kamieński and Jarosław Pawelec’s speech discussing the effects of CEM+ concepts used to build customer loyalty, Customer’s Friends Conference in December 2008. - (Sorry, film during production.)
Branded training
It is a common knowledge that the people side of organizational change is usually the most challenging. Communicating once is not enough. Constant reinforcement of what is important, why it is important and how people need to behave to deliver – this is essential. Taking into account your specific culture, designed customer experience, and CEM strategy, Executive-Conversation consultants create branded training for managers and employees that will help reinforce the importance of the role they play and equip them with the skills and knowledge they need to deliver a differentiated experience. Unfortunately, too often employees are offered standard, off-the-shelf training programs. Creating customer experience management capacity requires situation-specific approach. Managers in particular are the focus of the branded training program. A series of training modules combines the essence of designed customer experience (standard employee program) and, on the other hand, prepare managers to deliver training modules to their own people. In this way the development program creates a context where employee behaviors are directly linked to experience that the company wants to deliver to its clients.
Once the appropriate processes are designed and in place, and the products, services and employee behaviors support the delivery of brand promise, the company is ready to communicate the message externally – especially to its customers – informing them about its brand experience promise.
Find out how to execute brand communication .