Is Customer Experience a Key Element of Your Business Strategy?

Is Customer Experience a Key Element of Your Business Strategy?

This month, in my exclusive column for CustomerThink, I continue to explore in detail my perspective on seven ‘tips’ that will enable any organisation to become genuinely customer centric. I must remind readers that the ‘tips’ are in no particular order – tip number five is no less important than tip number one – although all the tips are connected to each other in some way. Last month I shared 6 key questions related to the importance of engaging your people in improvement activity. Engaging your people in playing a key role in improving the customer experience is one thing, but what if customer experience is not actually a key element of the business strategy in the first place?

“Strategy needs to be a balance between what the business wants and what the customer wants. Creating that balance would mean that the strategy does not just focus on business driven metrics (revenue, profit, cost etc..), but also customer driven ones (loyalty, satisfaction, effort etc.…). The better able a business is to create that balance, the more likely it is that it will not just deliver a better customer experience – it will also deliver a better employee experience.”

We live in a world that has become increasingly and almost entirely focused on ‘commercialisation’ (the process of managing or running something principally for financial gain). Whether it be conscious or not, too many organisations have spent far too long believing that their ‘reason for being’ is making money. I have always fundamentally disagreed with this – anyone who has had the fortune (or misfortune) to hear me speak, will know that the mantra I preach is as follows:

“Organisations exist to fulfil a purpose – the better able they are at fulfilling their purpose, the more money they will make”

The consequences of failing to abide by this principle are significant. In researching for this article, I discovered a list of accounting scandals on Wikipedia — it is quite an astonishing read! The list goes back to 1976 and includes names such as Xerox, Bristol-Myers Squibb, Kmart, Nortel, AIG and Toshiba among others. The list does not even mention Tesco and Volkswagen – two more remarkably high profile and recent examples of businesses losing sight of the real reason why they exist. Although I have never been privy to the business strategies that led to these less than savoury outcomes, I would be quite comfortable in presuming that customer experience was NOT incorporated into them in any way.

The purpose and ambition of any company ‘should’ be made clear in the creation and documentation of its strategy – strategy being defined as ‘a plan of action designed to achieve a long-term or overall aim’. Many strategists would have you believe that the creation of strategy is akin to a dark art – something that only a few have the skill to do and something that needs very expensive consultants to conjure.

If an organisation has an aspiration to be customer centric, the business strategy is a critical starting point to assess if it has defined its plan to be for the benefit of the company, the customer or both. Strategy is/should NOT be complicated – yet if it fails to contain a focus on both what the business wants AND what the customer wants, then it will fail to achieve the latter.

Defining business strategy is relatively simple (in theory) and consistent across companies – usually, growth, through customer acquisition and retention is at the heart of it. Business metrics such as revenue, profit, return on capital employed, working capital among others are pored over in great detail on a daily, weekly and monthly basis. Yet if an organisation ONLY focuses on these business focused aims; and measures performance by these business focused metrics, then all it will focus on day to day is what the business wants.

To be a customer centric business, it is AS important to ALSO focus on what the customer wants; and to measure performance through customer focused metrics (such as customer lifetime value; customer loyalty; customer engagement; customer satisfaction etc.). A customer strategy can be defined as follows:

  • One that puts the customer at the forefront of thinking, when creating procedures, conducting daily operations and training new employees.
  • It is a guide, a roadmap, a set of boundaries by which the business will function
  • It describes the intended customer experience – and must be shared so everyone knows what to do.
  • When companies implement a customer strategy, customer experience automatically comes to the forefront of that company’s daily operations.

It is not complicated, yet so often, the customer element of strategy is missing. I am not saying that it is wrong to have a clear understanding of what the business wants in its strategic definition – quite the contrary. What I am saying is that if the business ONLY focuses on what the business wants, it will not be able to put the customer at the heart of the way it works.

A simple test of whether your organisation has put customer experience as a key element of its business strategy or not, is to ask the following questions:

  1. What is your corporate mission/vision/purpose?
  2. Do you know/can you describe your core customer types/segments?
  3. Can you describe the needs, wants and expectations of these core customer types?
  4. Do you know what your key strategic business metrics (critical business success factors) are?
  5. Do you know what your desired customer experience is; what your organisation has committed to doing for its customers; and how you will measure success?
  6. If you answered ‘yes’ to 4 and 5, are you able to align business goals with the successful delivery of the desired customer experience?

In practice, most organisations I have worked with around the world struggle to answer all 6 of these questions. The overwhelming majority are most comfortable answering question number 4. Here is an illustrative example of how the questions could be answered and a customer focused business strategy constructed:

Ensuring customer experience is a key element of the business strategy sounds so obvious – it is – yet to do so relies on leadership having the mindset that allows them to understand the correlation between meeting/exceeding customer expectation and financial performance.

The final point I would like to make on this subject is this – creation of the strategy is only part of the challenge. Ensuring that everyone in your business knows what it is, is the other part. Too many organisations keep the business strategy as a closely guarded secret for the most senior executives – the minions are rarely confided in. If you want to be a customer centric organisation, it is not just essential to ensure that customer experience is a key element of the strategy – you have to ensure that your own people know what the strategy is as well!

If you are reading this and you do not know what your business strategy is….. I urge you to ask your leaders as soon as possible!

Ian Golding
Client Experience
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Ian Golding is a Certified Customer Experience Professional. A highly influential freelance CX consultant, Ian advises leading companies on CX strategy, measurement, improveme ... Click for full bio

China's Push Toward Excellence Delivers a Global Robotics Investment Opportunity

China's Push Toward Excellence Delivers a Global Robotics Investment Opportunity

Written by: Jeremie Capron

China is on a mission to change its reputation from a manufacturer of cheap, mass-produced goods to a world leader in high quality manufacturing. If that surprises you, you’re not the only one.

For decades, China has been synonymous with the word cheap. But times are changing, and much of that change is reliant on the adoption of robotics, automation, and artificial intelligence, or RAAI (pronounced “ray”). For investors, this shift is driving a major opportunity to capture growth and returns rooted in China’s rapidly increasing demand for RAAI technologies.

You may have heard of ‘Made in China 2025,’ the strategy announced in 2015 by the central government aimed at remaking its industrial sector into a global leader in high-technology products and advanced manufacturing techniques. Unlike some public relations announcements, this one is much more than just a marketing tagline. Heavily subsidized by the Chinese government, the program is focused on generating major investments in automated manufacturing processes, also referred to as Industry 4.0 technologies, in an effort to drive a massive transformation across every sector of manufacturing. The program aims to overhaul the infrastructure of China’s manufacturing industry by not only driving down costs, but also—and perhaps most importantly—by improving the quality of everything it manufactures, from textiles to automobiles to electronic components.

Already, China has become what is arguably the most exciting robotics market in the world. The numbers speak for themselves. In 2016 alone, more than 87,000 robots were sold in the country, representing a year-over-year increase of 27%, according to the International Federation of Robotics. Last month’s World Robot Conference 2017 in Beijing brought together nearly 300 artificial intelligence (AI) specialists and representatives of over 150 robotics enterprises, making it one of the world’s largest robotics-focused conference in the world to date. That’s quite a transition for a country that wasn’t even on the map in the area of robotics only a decade ago.

As impressive as that may be, what’s even more exciting for anyone with an eye on the robotics industry is the fact that this growth represents only a tiny fraction of the potential for robotics penetration across China’s manufacturing facilities—and for investors in the companies that are delivering or are poised to deliver on the promise of RAAI-driven manufacturing advancements.

Despite its commitment to leverage the power of robotics, automation and AI to meet its aggressive ‘Made in China 2025’ goals, at the moment China has only 1 robot in place for every 250 manufacturing workers. Compare that to countries like Germany and Japan, where manufacturers utilize an average of one robot for every 30 human workers. Even if China were simply trying to catch up to other countries’ use of robotics, those numbers would signal immense near-term growth. But China is on a mission to do much more than achieve the status quo. The result? According to a recent report by the International Federation of Robotics (IFR), in 2019 as much as 40% of the worldwide market volume of industrial robots could be sold in China alone.

To understand how the country can support such grand growth, just take a look at where and why robotics is being applied today. While the automotive sector has historically been the largest buyer of robots, China’s strategy reaches far and wide to include a wide variety of future-oriented manufacturing processes and industries.

Related: Smooth Tomorrow's Market Volatility With a Smart Approach to Robotics & AI

Electronics is a key example. In fact, the electrical and electronics industry surpassed the automotive industry as the top buyer of robotics in 2016, with sales up 75% to almost 30,000 units. Assemblers such as Foxconn rely on thousands of workers to assemble today’s new iPhones. Until recently, the assembly of these highly delicate components required a level of human dexterity that robots simply could not match, as well as human vision to help ensure accuracy and quality. But recent advancements in robotics are changing all that. Industrial robots already have the ability to handle many of the miniature components in today’s smart phones. Very soon, these robots are expected to have the skills to bolster the human workforce, significantly increasing manufacturing capacity. Newer, more dexterous industrial robots are expected to significantly reduce human error during the assembly process of even the most fragile components, including the recently announced OLED (organic light-emitting diode) screens that Samsung and Apple introduced on their latest mobile devices including the iPhone X. Advancements in computer vision are transforming how critical quality checks are performed on these and many other electronic devices. All of these innovations are coming together at just the right time for a country that is striving to create the world’s most advanced manufacturing climate.

Clearly, China’s trajectory in the area of RAAI is in hyper drive. For investors who are seeking a tool to leverage this opportunity in an intelligent and perhaps unexpected way, the ROBO Global Robotics & Automation Index may help. The ROBO Index already offers a vast exposure to China’s potential growth due to the depth and breadth of the robotics and automation supply chain. As China continues to improve its manufacturing processes to meet its 2025 initiative, every supplier across China’s far-reaching supply chains will benefit. Wherever they are located, suppliers of RAAI-related components—reduction gears, sensors, linear motion systems, controllers, and so much more—are bracing for spikes in demand as China pushes to turn its dream into a reality.

Today, around 13% of the revenues generated by the ROBO Global Index members are driven by China’s investments in robotics and automation. Tomorrow? It’s hard to say. But one thing is for certain: China’s commitment to improving the quality and cost-efficiency of its manufacturing facilities is showing no signs of slowing down—and its reliance on robotics, automation, and artificial intelligence is vital to its success.

Want all the details? Download the ROBO Global Investment Report - Summer Brings Best ROBO Earnings in Six Years or visit us here.

ROBO Global
Robotics and AI
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ROBO Global LLC is the creator of the ROBO Global® Robotics and Automation Index series, which provides comprehensive, transparent and diversified benchmarks representing the ... Click for full bio