Key factors in the success of a customer programme

For a customer centric programme to work, it needs to go further than making simple statements about recentering around the customer. In addition to simply telling employees about the approach, the programme must link actions and results to make efforts visible.

A successful customer programme then revolves around 4 key success factors, which link together in a virtuous circle:


1 - Awareness of the new approach At the root of every successful approach to customer concern, top management must make its employees aware of the purpose of the survey being carried out.
2 - Assimilation of study results Study results (satisfaction, mystery) are circulated in a simple, operational way to facilitate progressing to the action phase.
3 - Roll-out of action plans Those applying the change in the field are encouraged. Their actions are directed and paced towards the progress map that is dictated by the study results.
4 - Monitoring of action plans Action plan monitoring tools are used to verify the implementation of the plans and especially to ensure that all efforts made have a visible effect. The results obtained strengthen employees' awareness of the approach.