Ensuring customer satisfaction! it is to align its internal strengths and values to create the conditions favorable to the customer experience. The link between the service sold and the customer is continuous, engaged in a movement of co-creation. By establishing customer culture at its heart, common values emerge.
In customer culture step by step, it is a real transformation process that is offered to all the players in the company’s value chain.
Customer culture: conditions
Customer culture creates the favorable conditions necessary for the customer experience, which can be summed up for the customer:
Expectations : does the company meet your expectations?
Resolution: Did the company easily solve your problem?
Customization: Does the company meet your specific needs?
Time and effort: is it easy for the customer to be in contact with the brand?
In return, the customer will measure the integrity of the company through his experience and will recommend or not the products on social networks. The act of sale is reversed. The company pushes quality content, the customer recommends …
But this is not without upsetting certain paradigms.
Values mobilized in the service of customer culture
Value 1- Interact with stakeholders
It is to mobilize collective and emotional intelligence by promoting the emergence of interactions between stakeholders in order to solve complex problems.
Putting the customer at the heart of its culture is a mobilization of all departments at all levels of the company
Value 2- Share information
Information sharing has always been difficult to access in companies. Moreover, AIM estimates that the time lost searching is 7.5 hours per week and per employee.
The availability of information within the framework of the shared management of the customer experience is essential. Facilitating access not only responds to customer culture but promotes individual productivity.
Value 3- Co-creation of value
The company and its customers are involved from product design to marketing. The value created is a shared value that emerges from the co-creation of visible and quick-to-implement solutions.
Doing it together not only shakes up the internal management of responsibilities but also the way of managing customer relationships.
The 4 virtues of customer culture
To these 3 values correspond 4 virtues
- Adaptation of the product to the customer
- The creation of an emotional link with the brand by members of the communities
- The reappropriation of the meaning of their profession by employees
- The release of the tension of time by integrating the subjects of customer reflections into his work rhythm
Customer culture is the cornerstone of the digital and organizational transformation that is currently taking place.
Customer culture an emotional bond
In this regard, I invite you to read the article by Laëtitia Pouzeratte and Laurent Rodrigues “Customer Culture: a real collective intelligence challenge for the company” to discover how by putting the client at the center of its decisions, the company enters in an emotional relationship with its customers and employees. Together, client-employees cooperate. It is a profound modification of the relationship to work that is taking shape, inviting into this whole an intra-partnership that shakes up the very foundations of the company behind closed doors.