Conscious that there was room for improvement in customer communications and the potential for missed opportunities, Auckland Live GM Customer Experience and Innovation, Penn Trevella, says the organisation recognised this and focused on enhancing their customers’ experience.
“We also recognised the potential for an investment in a new CRM platform, but, before doing that, we wanted a customer-led approach informing the features and functionality of an eventual system. If we are clear on what adds the most value to the customer, then we can be clear on how to set up the CRM system for success.”
At the back end of many organisations, where systems and processes like the proposed CRM system are designed and executed, there tend to be broad assumptions around the wants and needs of customers. What is often missing is a direct link to those customers, which can be achieved in a surprisingly simple way: Just ask them.
Penn says getting stuck with assumptions about what customers want is a dangerous mistake to make. “That’s where a customer-led approach differs – and when you’re taking the voice of the customer to organisational stakeholders, when you’re empathising and understanding the challenges your customers face, you’re in a better position to address those issues.”
This approach also means empowered advocacy with internal stakeholders who are better equipped to assess the value of targeted initiatives for organisational improvement.