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How to Become a Customer- & Employee- Centric Leader and Reach the Next Level in Customer Engagement

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How to Become a Customer- & Employee- Centric
Leader and Reach the Next Level in Customer
Engagement

Publicado en: PYMES y liderazgo
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How to Become a Customer- & Employee- Centric Leader and Reach the Next Level in Customer Engagement

  1. 1. How to Become a Customer- & Employee- Centric Leader and Reach the Next Level in Customer Engagement Silvana Buljan
  2. 2. #1 ¿Where do we come from?
  3. 3. FROM “CASH COW” CUSTOMERS TO “PARTNERS AND CO- CREATORS” Cash Cow Customer Customer and Market Research CEMCRM Customer Centric Leadership FOCUS § TRANSACTION § FINANCIAL § SHORT TERM § PRODUCT LEADERSHIP FOCUS § BUYING BEHAVIOR § UNDERSTAND PRODUCT NEEDS § ANALYSIS OF SATISFACTION FOCUS § PERSONALI- ZATION § DATA CONSOLIDATION § SEGMENTATION § TARGETED CAMPAIGNS FOCUS § CUSTOMER JOURNEYS § TOUCHPOINTS AND INTERACTIONS § EMOTION § IMPORTANCE FOCUS § SUSTAINABILITY § COMMITTMENT § TRUE LOYALTY § RELATIONSHIP § RELEVANCE § PURPOSE
  4. 4. #2 What is the main challenge for the C-level?
  5. 5. LEADING TRANSFORMATIONAL CHANGE: THE MAIN TASK FOR THE C-LEVEL CUSTOMER CENTRIC ORGANIZATION CULTURAL   CHANGE   STRUCTURAL   CHANGE  
  6. 6. HOW C-LEVEL LEADERS SEE THEIR ORGANIZATIONS…. Source: Customer Strategist Journal, 2016. Volume 6, issue 3
  7. 7. RECOMMENDATION FUNCTIONAL SATISFACTION DISSATISFACTION Differentiating attributes Basic attributes, no differentiation Negative attributes EMOTIONALLY ENGAGED CUSTOMERS AND EMPLOYEES RELEVANCE UNDERSTANDING THE FUTURE: THE IMPORTANCE OF RELEVANCE
  8. 8. PROPHET BRAND RELEVANCE INDEX 2016
  9. 9. #3 How can leaders learn to be customer and employee centric to gain relevance?
  10. 10. 7 HABITS A CC LEADER HAS TO WORK ON PROMOTES the priority for customer experience INVOLVES and EMPOWERS employees to create exceptional CX TEAMWORK for an excellent customer service MOTIVATES others to give the best for customers and colleagues TRANSFORMS the mood and emotions of others CONTRIBUTES to a total customer and employee experience CROSSES the borderline to generate positive results for customers and employees
  11. 11. #4 Conclusions
  12. 12. C-level leaders need support, too They can learn to be customer and employee centric Without CC leadership we work on symptoms but not the “disease” Our organizations need to be a safe space for sharing and personal growth
  13. 13. ¡THANK YOU VERY MUCH! s.buljan@buljanandpartners.com

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