Ever tried to bake a cake without an egg? Part 2

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We know that customer advocacy is vital, now we need to explore the current shift in customer perception and mindset.

So, there has been a shift – a big shift!  So why, following this big shift in focus and perceived capability to deliver against a customer focus from the top, are the top dogs for service still relatively similar to the one’s we would recall from 10 years ago?

Really! The same organisations that were at the top of the tree in the UK; the likes of First Direct, John Lewis, Waitrose, Virgin and BUPA are still there today. (Check out any of the UK CSI results over the years)

Some, like BT, Tesco, British Gas have slipped a bit, but if you were to look at Britain’s best-loved customer experiences then and now, there would not be much difference.

So despite making a shift in implementing processes and retaining really strong intent from the top, success still eludes the vast majority of companies.

As with ten years ago, successful companies are those that have the greatest appeal to their customers in both rational and emotional terms.

We’ve spent much of the last decade shoring up the rational ways we do business – better processes, better measurement, better management, but have potentially neglected the emotional appeal.

Engage - Hand Holding - Blue Sky Performance Improvement

So what’s the answer?

Well, I think there are probably many things that the best of the best have in common in the way they create customer advocacy, but I was recently reading the Starbucks story and Howard Schultz, CEO of Starbucks summarises the customer experience transformation undertaken by Starbucks as a combination of Intent – the genuine and visible intent of the leadership team, Process – those that truly support customer advocacy, and Heart – the engagement of the people within the organisation to deliver.

We often get asked to focus purely on Heart – ‘please come in to our business and make our people more engaged!’. But what we know is unless all three are working together and continually finely tuned, you’ll always be good, but maybe not on the list.  It made me think – focussing purely on one bit is really just like trying to bake a cake with just an egg.

Sally@Bluesky

Sally Earnshaw - Blue Sky Performance Improvement

www.blue-sky.co.uk

Blue Sky Performance Improvement

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One Response to “Ever tried to bake a cake without an egg? Part 2”

  1. seanatbluesky Says:

    I agree Sally – for me the Intent is often not there and winning over the hearts and minds lacks focus.

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