Last month, Forrester released a new report, “Predictions 2018: The Crisis Of Trust And How Smart Brands Will Shape CX In Response,” and it was a great read – it confirmed many of the things that myself and other CX experts alike have been touting for years.
There’s an increased focus on customer experience these days, and many companies are just beginning to implement a customer experience process. If you listen to some of my past podcast episodes, you’ll learn that a majority of these CX leaders developed a strategy and customer journey that didn’t previously exist.
Prove That You’re Customer-Focused to Increase Trust
Forrester’s report mentions that the quality of CX has stalled due to a “rapid drop in customers’ trust,” which is having a detrimental effect on the overall experience. According to the Edelman Trust Barometer (ETB), 48% of people do not trust businesses to do what’s right. That’s an unfortunate number – which leads me to the an important finding:
Actions that build trust most, according to customers, are essential CX competencies.”
-Forrester Predictions 2018
I wholeheartedly agree! That’s why the first competency in my 5 competency framework is that customers need to be your assets. Leaders must build a business culture that supports its customers and employees. I address this topic quite heavily in my book, “I Love You More Than my Dog,” that corporate decisions need to consistently demonstrate that the organization cares about how customers feel and respond to them.
Define a Set of Core Values That Your Company Can Commit To
A company like Zappos has values that defines its customer experience both internally and externally. It’s something that sets them apart, which, according to this report, is a defining feature for standing out amongst the competition.
Brands that own their values break away from those that merely borrow them.
This key takeaway states that companies that deliver experiences based on the values they’re firmly committed to, earn more respect and even more profits than those that don’t. Customers tend to be drawn to people and organizations that share similar beliefs. When you develop a core value system, you’re creating a blueprint for leaders and employees to behave in a way that reflects the character of the company and maintains its reputation. This value system needs to be the embodiment of the organization’s culture; it differentiates and elevates a company to one that’s great at focusing entirely on the customer experience.
This value system needs to be the embodiment of the organization’s culture; it differentiates and elevates a company to one that’s great at focusing entirely on the customer experience. Click To Tweet
Has your organization developed a set of core values that defines its character? Share with me in the comments!