QUALITY & CONTROL
Aligning customer Experience with company culture
What is customer experience?
What is customer experience and how does it integrate into my company culture?
• Customer experience
• company culture
• Good correlation?
• Increase profit !
Align customer experience with your company culture, that way you experience happier
customers, committed employees and a brand that grows loyalty, profits and revenue.
Companies who align customer experience with company culture can increase revenue with
70% over 36 months.
Customer experience and company culture are directly correlated when it comes to a
company’s success.
Correlation customer experience – employee engagement
If you put the customer satisfaction against the employee engagement. The more your
people are engaged the more you have your workers living the mission, living your company,
being happy in the company the more your customers will be happy
→ Als je klanttevredenheid afzet tegen de betrokkenheid van je medewerkers. Hoe meer je
mensen betrokken zijn, hoe meer je werknemers de missie uitdragen, je bedrijf belichamen
en gelukkig zijn in het bedrijf, hoe gelukkiger je klanten zullen zijn.
1
, Customer experience strategies
Identify your company mission and core values
• Be clear about your company’s values!
• Zappos:
o 2 key components to Customer-centric strategy:
▪ Align customer experience with core values ( create fun, create waauw
feeling,…)
▪ Have a clear & concise mission ( everybody should be aware)
A problem in a lot of companies is that these core values are not experienced by their
costumers or employees.
Example of Zappos core values:
• Deliver WOW through service
• Embrace and drive change (= verandering omarmen en stimuleren)
• Create fun and a little weirdness
Make sure your core values exemplify exactly what you stand for as a company, what you
commit to and the behavior that you accept from your team
How to craft your customer experience vision
• Enterprise rental car
• 3 universal end goals (that every company needs to achieve):
o How do you want your customer to feel? ( f.e. upgrade)
▪ Brand loyalty is also based on emotion. People justify their purchase
with logic, but you must determine how you want your customers to
feel.
o What action do you want from the customer ( repeate customer)
▪ What do you want them to do?
o How do you want the employee te feel ( he got the power to upgrade)
▪ Are they fulfilled in their work and feel like there part of a positive
culture? Are they motivated to deliver an excellent customer
experience?
2
, Customer Experience best practices
Meeting your customer’s expectations
• Blockbuster versus Netflix
• What/How/Why
o What = emotion
▪ All the customers are making their purchase based on emotion and
they use logic to back it up.
o How = convenience (gemak)
▪ How customers want it delivered
o Why
▪ You need to understand why the customers want what they want it, so
you can anticipate (inspelen) with the one in the future.
Understand what your customers expect, how they want it delivered, and why they expect is,
is crucial to your success in aligning your customers experience with your company culture
What employees need in customer experience
• Link customer & employee satisfaction!
• Air B&B ( hosts are customers)
• Understanding employee needs
There is a direct link between employee satisfaction and customer satisfaction.
→ When employees feel valued, motivated, and supported, they deliver better service —
leading to happier, more loyal customers.
As a leader, there are two key areas to focus on to truly understand and support your
employees
1) Align with Mission and Values
• Revisit your company’s mission and core values regularly.
• Reflect on what employees accept and expect (verwachten) when working for your
organization.
• Consider how you want them to feel every day: fulfilled, challenged, and valued.
2) Anticipate Future Employee Needs
• Stay ahead of market and technology changes that impact both your customers and
your team.
• Continuously innovate strategies that empower employees to adapt and grow.
• Ensure your company delivers on its employee promise, while enabling your team to
provide excellent customer experiences.
3
, Delivering products & services through your customer experience
• Align customer expectations with employee expectations
• Become famous and good for customers ? You need to take employees into account
• Virgin: happy customers & workers ( they have a strategy)
o Raise moral & profits!
The way in which you deliver your customer experience will determine in large part how well
you align your customer experience with your employee experience.
As a leader you must track and measure how you customers experience strategy affects your
employees.
Recognition = erkenning
3. Customer Experience Framework
How to create a winning customer experience journey
• Determine desired end - feeling ( work backwards):
o LinkedIn: give the customer what they want + happy employees
▪ What emotions do you want your customers to experience? What
actions do you want them to take? The best way to find out what
triggers these emotions and behaviors in your customers is to ask
them. Their own words are the best guide. The deeper you go to find
out what drives your ideal clients the more successful your inner
action will be.
• Map each touchpoint
o Track customers emotions ( don’t irritate customers)
• Test regularly from the customer’s lens
▪ Make sure to test your system regularly as you were the customer.
Who does the customer’s experience make you feel?
There are three key factors that you must address to build it successfully
How to map your employee journey in customer experience
• Determine how employees should feel: Ladies & gentlemen serving ladies &
gentlemen (Ritz- Carlton)
• Each team member is a cast member ( Disney)
o Improve Communication (=communicatie verbeteren)
o Empower employees to strengthen morale (=morel versterken)
o Create a supportive environment through genuine (oprechte zorg) care and
recognition progress
4
Aligning customer Experience with company culture
What is customer experience?
What is customer experience and how does it integrate into my company culture?
• Customer experience
• company culture
• Good correlation?
• Increase profit !
Align customer experience with your company culture, that way you experience happier
customers, committed employees and a brand that grows loyalty, profits and revenue.
Companies who align customer experience with company culture can increase revenue with
70% over 36 months.
Customer experience and company culture are directly correlated when it comes to a
company’s success.
Correlation customer experience – employee engagement
If you put the customer satisfaction against the employee engagement. The more your
people are engaged the more you have your workers living the mission, living your company,
being happy in the company the more your customers will be happy
→ Als je klanttevredenheid afzet tegen de betrokkenheid van je medewerkers. Hoe meer je
mensen betrokken zijn, hoe meer je werknemers de missie uitdragen, je bedrijf belichamen
en gelukkig zijn in het bedrijf, hoe gelukkiger je klanten zullen zijn.
1
, Customer experience strategies
Identify your company mission and core values
• Be clear about your company’s values!
• Zappos:
o 2 key components to Customer-centric strategy:
▪ Align customer experience with core values ( create fun, create waauw
feeling,…)
▪ Have a clear & concise mission ( everybody should be aware)
A problem in a lot of companies is that these core values are not experienced by their
costumers or employees.
Example of Zappos core values:
• Deliver WOW through service
• Embrace and drive change (= verandering omarmen en stimuleren)
• Create fun and a little weirdness
Make sure your core values exemplify exactly what you stand for as a company, what you
commit to and the behavior that you accept from your team
How to craft your customer experience vision
• Enterprise rental car
• 3 universal end goals (that every company needs to achieve):
o How do you want your customer to feel? ( f.e. upgrade)
▪ Brand loyalty is also based on emotion. People justify their purchase
with logic, but you must determine how you want your customers to
feel.
o What action do you want from the customer ( repeate customer)
▪ What do you want them to do?
o How do you want the employee te feel ( he got the power to upgrade)
▪ Are they fulfilled in their work and feel like there part of a positive
culture? Are they motivated to deliver an excellent customer
experience?
2
, Customer Experience best practices
Meeting your customer’s expectations
• Blockbuster versus Netflix
• What/How/Why
o What = emotion
▪ All the customers are making their purchase based on emotion and
they use logic to back it up.
o How = convenience (gemak)
▪ How customers want it delivered
o Why
▪ You need to understand why the customers want what they want it, so
you can anticipate (inspelen) with the one in the future.
Understand what your customers expect, how they want it delivered, and why they expect is,
is crucial to your success in aligning your customers experience with your company culture
What employees need in customer experience
• Link customer & employee satisfaction!
• Air B&B ( hosts are customers)
• Understanding employee needs
There is a direct link between employee satisfaction and customer satisfaction.
→ When employees feel valued, motivated, and supported, they deliver better service —
leading to happier, more loyal customers.
As a leader, there are two key areas to focus on to truly understand and support your
employees
1) Align with Mission and Values
• Revisit your company’s mission and core values regularly.
• Reflect on what employees accept and expect (verwachten) when working for your
organization.
• Consider how you want them to feel every day: fulfilled, challenged, and valued.
2) Anticipate Future Employee Needs
• Stay ahead of market and technology changes that impact both your customers and
your team.
• Continuously innovate strategies that empower employees to adapt and grow.
• Ensure your company delivers on its employee promise, while enabling your team to
provide excellent customer experiences.
3
, Delivering products & services through your customer experience
• Align customer expectations with employee expectations
• Become famous and good for customers ? You need to take employees into account
• Virgin: happy customers & workers ( they have a strategy)
o Raise moral & profits!
The way in which you deliver your customer experience will determine in large part how well
you align your customer experience with your employee experience.
As a leader you must track and measure how you customers experience strategy affects your
employees.
Recognition = erkenning
3. Customer Experience Framework
How to create a winning customer experience journey
• Determine desired end - feeling ( work backwards):
o LinkedIn: give the customer what they want + happy employees
▪ What emotions do you want your customers to experience? What
actions do you want them to take? The best way to find out what
triggers these emotions and behaviors in your customers is to ask
them. Their own words are the best guide. The deeper you go to find
out what drives your ideal clients the more successful your inner
action will be.
• Map each touchpoint
o Track customers emotions ( don’t irritate customers)
• Test regularly from the customer’s lens
▪ Make sure to test your system regularly as you were the customer.
Who does the customer’s experience make you feel?
There are three key factors that you must address to build it successfully
How to map your employee journey in customer experience
• Determine how employees should feel: Ladies & gentlemen serving ladies &
gentlemen (Ritz- Carlton)
• Each team member is a cast member ( Disney)
o Improve Communication (=communicatie verbeteren)
o Empower employees to strengthen morale (=morel versterken)
o Create a supportive environment through genuine (oprechte zorg) care and
recognition progress
4
