The role of the CCO is to unite the organization in building a one-company version of their customer journey. This includes knowing what to do when things go wrong and accepting accountability to repair the emotional connection with your customer.
Beloved companies aren’t afraid to be themselves. They give employees permission to drop the “corporate veneer.” They encourage employees to take the best version of themselves to work and into their relationships with customers. Setting the tone to “be real” are often the leaders inside these companies, who make it okay for everyone to do the same.
With each shipment you make, with each call, with each customer contact, decide what you want your customers to get from you. Decide how you want them to describe you. Making it happen begins with how you make decisions. It’s all about the intent and motivation that guide your CX decisions.
All decisions contribute to the delivery of a meaningful apology. Your apology (how you say sorry) is your humanity litmus test. It’s unavoidable that at some point, your business will suffer a failure that disappoints customers. How your company reacts, explains, removes the pain, and takes accountability for actions signals how you think about customers, and the collective heart of your organization.
What conditions must always be met before you say “yes”? IKEA designs the price tag first. They know that even people on a limited budget want a beautiful home, a comfortable place that feels like, well, home. Their purpose is to “create a better everyday life for many people.” IKEA wants to produce democratic design: products with flair at a price most people can afford.
“I believe you.” With those words, we honor the recipient. Inside beloved companies, they decide to believe. Trust and belief are cornerstones of relationships with employees and customers. Take action and implement three actions to help make “believing” a core competency in your organization and culture.
The measure of your company is determined in the moments of recovery. And beloved companies obsess over every moment of these situations because they know that customers are keeping score.