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Leaders often focus on serving their employees, but service to customers is equally important.

In the ultra-competitive marketplace, leaders and companies that focus on their customers and providing amazing experiences stand out and have a competitive advantage.

My wife, Blake Morgan, is an expert on customer experience. In her book The Customer of the Future, she outlines ten principles leaders must follow to serve their customers:

1. Realize the power of the customer experience mindset. Leaders who provide elevated customer experiences have a customer-centric mindset and make customers the focus across the company.

2. Build a customer-centric culture. Before thinking about the external customer experience, companies need to focus on building an internal culture with empowered and customer-focused employees.

3. Develop customer-focused leadership. CEOs come and go. It’s up to the company to create ongoing development and training programs for the next generation of leaders.

4. Design a zero-friction customer experience. Customers receive seamless experiences from some brands and now expect the same treatment from all brands. Customers shouldn’t have to put forth lots of effort to have a great experience.

5. Create customer experience-focused marketing. Customers want to interact with brands through more channels than ever before, which means marketing plays a crucial role in engaging with customers where they already are.

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6. Leverage technology to make customers’ and employees’ lives easier and better. Look for ways to automate the internal and external experience to make it easier and faster for customers to get the care and products they need.

7. Undergo a digital transformation. Big companies that undergo a digital transformation have better long-term stock price performance.

8. Focus on personalization. Every customer is unique and deserves a personalized experience. Move away from a one-size-fits-all approach to an experience that is tailored for each person.

9. Embrace customer experience analytics. Companies today have access to a treasure trove of data that can be used to create better experiences and increase sales.

10. Define your code of ethics and data privacy in customer experience. The vast majority of customers aren’t comfortable sharing data because they don’t think it is safe. Companies need to create standards to protect customer data.

All leaders need to be focused on serving customers and instilling a customer-focused mindset in their employees and organization. Serving customers improves their relationship with the company and provides opportunities for growth.

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There are 6 trends that are transforming leadership forever do you know what they are and are you ready for them? Download the PDF to learn what these 6 trends are and what you should be doing about each one of them. These are crucial for your leadership and career development in the future of work!

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