When an organization decides that the customer should always be the first consideration when making any decision within the company, it’s critical that every employee understands what this means. More importantly, they must fully embrace the concept of customer centricity and feel empowered to take the necessary steps toward making every customer experience an excellent one. Customer centricity training will get everybody on the same page and create the framework for a truly customer-centric business.
The intent of customer centricity training is to teach the behaviors that contribute to a culture that always puts the customer first. Your training sessions should include the following content:
Understanding What Customer Centricity Means
If you asked ten people in your organization today what customer centricity means, you are likely to get ten different answers. After customer centricity training, every employee will have the same response: putting the customer first in everything you do. Of course, there is more to the story than that simple phrase, but the first step in customer centricity training is defining what it means to be a company that is not just customer-friendly, but customer centric.
Defining the Desired Customer Experience
What does your organization want a customer to think and feel at every step from the first interaction through a sale and beyond? Without direction from leadership and a unified training program, every employee will have a different opinion, and it won’t always achieve the level of excellence you desire.
The details are up to you, but defining what you want the customer experience to be like is a necessary part of customer centricity training.
Learning How to Claim Ownership
Many employees think that if they don’t interact with customers, they don’t need customer centricity training. They couldn’t be more wrong. Every single employee in an organization (from the janitor to the CEO) need always to think about how they impact the customer experience with their actions. For example, a warehouse employee influences the customer experience in the way that a product is packaged for shipment. They may never speak with a customer in the course of doing their job, but if they pack a product carelessly and it breaks during shipment, their actions have a negative impact on the customer experience. Every employee should ask themselves on a daily basis what they can do to improve the customer experience.
Learning How to Take Action
Another key component of a typical customer centricity training is teaching individuals how to take action in the organization and providing them with a structure to do so. Take the example of the warehouse worker who packs hundreds of shipments every day. They have an idea to include a card in every shipment with the name of the person who packed it, along with a photo and unique quote. They believe that packers would be inclined to do their jobs more carefully if they felt a sense of ownership, and they also think it would delight customers to have the package more personalized. Before customer centricity training, this employee might not feel empowered to bring this idea to a superior. After training, they would know to ask:
What is preventing me from taking this action, and how can I overcome that hurdle?
The training should also provide a framework for moving ideas through the organization. They would know whom to go to for authorization, additional training, or whatever would help them move beyond the hurdle.
If you’re not sure if your organization could benefit from customer centricity training, start from the beginning and ask ten people in your organization what customer centricity means. The results will speak for themselves.