statement and a desire to place the customer in the center of all that you do. Now that you and your team have
analyzed your customer insights and draſted a customer intent statement, revisit your initial customer experience maps. Does the customer feedback data and intent statement shed light on parts of your process that are painful for the customer? If so, eliminate those parts. In this stage of the process, every member of your team should be challenged to identify how the customer intent statement and survey results affect their department. Rewrite your processes, trading
complex and detailed approaches, for simpler routes designed to remove obstacles for your customers. Finally, train and coach everyone in the company on the customer intake
statement and new processes. Empower employees to use their good judgment when upholding new processes. For some companies where the customer has not been at the center, this will be the most painful part of the process. Stick to it. You are attempting to change an aspect of corporate culture. It won’t be easy and it certainly will take time. Get marketing and public relations involved in internal education and promotion efforts designed to gain acceptance and adoption. Dedicated efforts to reduce customer
effort will create more memorable customer experiences and drive customer loyalty. For you these dedicated efforts will reinvigorate your company and brand, and give you a competitive edge.
Jennie Lee-Pace serves as AlcoPro’s Marketing and Sales Manager. With more than 15 years of marketing experi- ence, Jennie has worked in agencies marketing brands
such as TFal, Marquette University, and The President’s Council for Physical Fitness. Jennie also served as an Account Executive on the Microsoft XBOX account and on XBOX prod- uct launch campaigns in North America. Her research and event marketing contributions lead to pre-launch co-marketing programs with Taco Bell, SoBe beverages, Doritos and Pepsi brands. For more than 10 years, Jennie has worked in the BtoB marketing and is cur- rently leading AlcoPro’s Customer Service and Training Services teams in defining excellent customer experiences.
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Paula D. Layton 110 Dixie Street Carrollton, GA 800-356-9804
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