Brilliant Reads: Leading customer experience and the importance of employee engagement

The importance of the internal customer (aka employees)

Being recognised for exceptional customer experience is a top priority for every CEO and CMO. Investing in diagnostic tools like customer journey mapping, and engaging customers with innovative new technology or services might go some way to improvement. However, without the buy-in from internal teams these ventures will be short lived.

You need to align any customer-facing changes with an internal culture change programme – real and effective change is only possible when both customers and employees are listened to and inspired. The same rigour used to map customer journeys should be applied to understanding your employees’ experience and where it can be improved. Innovation isn’t just for customers – new ways of working can transform the effectiveness of your teams.

Recruit people with a customer-focused attitude, and reinforce this with a strong, customer-first organisational culture. If your employees don’t feel like a valued part of the business, then they’ll lack a sense of purpose and feel unhappy about their work, and this will be reflected in the experience of your customers.

The secret to delighting customers: Putting employees first
McKinsey, 10 minutes

Why leadership own the customer experience

Customer experience is the result of every touchpoint a customer has with a business – whether those interactions are with sales, services, operations or marketing. This piece argues that the overall strategy – and responsibility – of customer experience must rest with senior leadership.

Leadership should define what customer experience means for their organisation. This will in turn define how success is measured, guide review processes, and ensure long-term goals over short-term gain.

Who owns customer experience?
Forbes, 3 minutes

Sprinklr puts social at the heart of customer experience

Sprinklr is expanding its platform capabilities beyond managing social media content, with the aim of managing the entire customer experience. It’s developed new modules, including marketing, advertising, research, customer care and eCommerce, within which you can use social insights to manage multiple touchpoints. The new offering aims to enable more creative ways to use social data.

Sprinklr launches major push into customer experience
TechCrunch, 3 minutes

Enabling your best selves with digital

In this post, Michael Scharge – research fellow at the MIT Initiative on the Digital Economy – explains how he sees the future of digital integration in business.

Humans aren’t one-dimensional; we have many unique characteristics, the combination of which makes us different from each other, and makes us better suited to some tasks than to others.

Scharge suggests that rather than replacing human involvement in business processes, digital technology, such as personal dashboards, will integrate information about different aspects of yourself – your ‘multiple selves’ – with customisable tools to empower you to measurably impact your weaknesses and improve your strengths.

His work is rooted in social science, and suggests that managing your multiple selves in this way will lead to optimal performance and productivity.

How digital media will bring out our best selves in the workplace
MIT Sloan Review, 5 minutes

Whet your appetite for Dots 2017

Dots 2017 will be held on Friday 29th September at Brighton Dome. We’ll be announcing the first speakers very soon – in the meantime why not revisit the fantastic presentations from last year – including Chris T-T’s musical interpretation of life in a Victorian workhouse and Nina Jones’ candid discussion of culture change at Jaguar Land Rover.

Dots 2017 videos