Case Study | Customer Experience Management

Business Challenge

To transform the company from a product-oriented to a customer-centered organisation and to consistently align it with the needs of the customers is the highest strategic priority of our client.
But how do you manage to incorporate the focus on customer experience into the daily work of the teams? How does it become visible that the customer-centric actions of each individual employee are key for the best possible customer experience? How do you achieve greater agility in the implementation of customer-centric measures? These were the core questions from our client from the technology environment.

Solution

In close collaboration with the client, insidery has introduced a customer experience program. As a major parameter of the customer relationship, the Net Promoter Score (NPS) was measured at all touch points of the target audiences with the company.

The survey channel was adjusted to the respective situation: The customer experience program combined customer feedback from online, QR code, in-app, terminal and face-to-face surveys – in German and seven other languages. The feedback was collated in real time in a central back-end system, analysed and displayed via an online dashboard. Additionally, qualitative customer feedback and verbatim quotes were processed in this system and integrated to the overall results according to a dedicated code scheme.

Via the dashboard, more than 50 users from the management through the divisional managers and to individual project managers had access to the results, trends and analyses – and thus had the opportunity to share insights with their own teams. Access to the results was democratically organized: everyone was able to view customer reactions not only in their own area, but also across the company. As part of the implementation process, insidery conducted accompanying workshops to strengthen the analytical competence of the individual employees and to sharpen their focus on the essentials.

Impact

Through the Customer Experience Program, the strategic principle of living customer centricity was concretized for the teams and supported at all levels. Direct access to customer feedback changed the focus of daily work and significantly increased employee involvement: the customer is consistently at the heart of operations and strategy.

The democratisation of insights broke down silos and improved collaboration between departments: team members were able to see and understand that each individual’s decisions have an impact on the overall customer experience. This knowledge quickly accelerated the response to customer needs and the implementation of customer-centric measures – the impact of which can be monitored in real time.

As a result, insidery’s Customer Experience Program could make a significant contribution to transforming the company into a customer-centric organization.