Building the Customer Centric Corporate University

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Felicia Smith
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1 Building the Customer Centric Corporate University Evolving Corporate Universities Forum (ECU) Kuwait Dr. Mohamed Rabie Elsheikh Managing Director Management Consulting Training Kuwait, March 2012

2 Customer experience My experience with car maintenance Customer first Customer is always right Is it true?? It s what you DO Not what you say

3 The world is changing Tough competition Customers demands Employees needs Improvement projects Cost reduction Mergers Acquisition New Technologies FOCUS ON YOUR CUSTOMERS

4 CU customers So who are your customers? Employees Managers/Team Leaders Senior Executives Vendors/suppliers Society

5 What quality of services are you providing? Premium Quality??? What s quality? meeting customers expectations CU Services (Value Differentiator) > Customers Expectations Happy Employees Customers So are you meeting customers expectations?

6 What are customers expectations?

7 How can you build a Customer Centric Corporate University (3CU)? What you need? Main elements: Strategy Leaders People Processes Systems Culture Customers

8 Customer Centric Org. Model Strategy Leadership Customer Excellence Process Technology People Culture

9 How can Corporate University be customer centric? Customer Centric Corporate University Focus on your customers Build customer centricity in people DNA

Strategy Leadership What s your vision, mission, strategy and goals how is it related to organization s strategy? What type of managers/leaders do you have in your CU to plan for lead change efforts?

10 Strategy Leadership What s your vision, mission, strategy and goals how is it related to organization s strategy? What type of managers/leaders do you have in your CU to plan for lead change efforts? How do leaders show their commitment contribute in communicating (stressing) org. objectives values? Are they involved in your programs? How is your goals strategy linked to customers excellence and creating great experience? What about your leadership development program? How much is it linked to org. values way of doing business? Process Technol ogy Strategy Leaders hip Custome r Excellen ce People Culture Customer focused strategy

11 People Culture Do you have the right no. of people? In the right place? Right skills? Motivated? Empowered? Do you have cultural values? How much are they related linked to customer? Implemented followed up? Customer focused culture Process Technol ogy Strategy Leaders hip Custome r Excellen ce People Culture

12 Process Technology Do you have policies, procedures processes? Well defined? Consistent? Implemented? Automated? Measured for effectiveness? Customer friendly? What about your IT Systems Technology? Reliable On time reporting Facilitate customers data collection analysis Accessible Provide tailored solutions Customer focused systems Strategy Leaders hip Custome r Excellen ce Process People Technol Culture ogy

13 Customer Excellence Do you know your customers? Categories (VIPs, young, nationality, etc.) Needs wants Learning preferences Education training history Performance achievements Development plans Aspirations dreams Process Technol ogy Strategy Leaders hip Custome r Excellen ce People Culture Great Customer Experience

14 Customer Centric Org. Model We are not only focusing on satisfying our external customers BUT focusing on putting both internal external customers in the center of everything we do Strategy Leadership Customer Excellence Process Technology People Culture

15 And now Are you ready to build your CCCU? Just wait a moment, let s do some packaging first? I mean Branding..

16 So what s your (brand) promise?? What s people (employees customers) perception of service that you are providing? Win people hearts minds Create a memorable Experience

17 Continuous Improvement Cycle Improve Brand Build BBI Model

18 Zappos Delivering Happiness (customers and employees) People may not remember exactly what you did or what you said, but they will always remember how you made them feel. Tony Hsieh CEO Zappos is a service company that happens to sell clothing, shoes, handbags, eyewear, watches (and eventually a bunch of other stuff).

19 So where to start? Focus on 2-3 strategic initiatives in your organization Engage your team to see what role CU can play to make them successful focus on your strengths Find your supporters in other departments (win-win) Ask them how you can cooperate together to achieve results Select your best people to contribute in this project Measure your value added make it part of periodical reporting system for top management Promote success stories in the organization let others talk about team success Always ask for feedback learn from mistakes Celebrate success reward achievers.

20 Leaving a Legacy What s your promise? How can you leave a memorable experience for employees that can make a difference in their careers personal lives? It s a Journey

21 In Summary Do you want to: Achieve competitive advantage? Attract people (employees customers) to your brand? Make them Love it? Be your ambassador promote it? Then you need to WIN people hearts minds through: Building the Customer Centric Corporate University (3CU) Create a GREAT Experience each every time people interact with you

22 The Promise Making a difference in people lives, organizations and communities

23 Many Thanks Best Wishes

Starting your customer experience initiative

A few tips on Starting your customer experience initiative What s the biggest obstacle to implementing customer experience? Lack of strategy according to Forrester s State of Customer Experience report