Cause frustration because customers cannot be helped properly. Consequences for the churn and negative recommendations.ĭissatisfied employees. Cause: customers fall between two departments, for example when switching from sales to using a product or service. Cause, sales is divided into product departments with separate targets per product / silo.ĭissatisfied customers. Missing turnover because cross selling is difficult or impossible to get off the ground. Cause: the information transfer and process transfer between the departments is defective or not organized. What I often face with clients:Ĭost driven by inefficient operations and Customer complaints. Under the influence of contemporary developments, this model leads to problems in daily practice. In short, a holistic approach from marketing via sales to service. This vertical approach is at odds with the customer journey, which makes a “horizontal” journey right through the departments. From CX point of view, a NPS or CSAT scores per silo in stead of a holistic approach. Also the Customer insights are silo based. I call it a “vertical” management with budgets and KPIs per silo A fragmented management and control per marketing, sales, production and service department. Many organizations have a traditional approach per department, “silos”. Silo organization and problems in the operation Relationship journey mapping and Customer experience with the overall strategy.Journey mapping approach with double diamond.Capability of customer centric business.Silo organization and problems in operations.How do you approach with the use of the double diamond? What is the relationship with CRM? What is the relationship with Customer experience? And what is the relationship with the overall strategy? With journey mapping you give prioritized direction to a “horizontal” organizational structure in which the customer and employees are the starting point. A journey mapping on the other hand, has the customer journey as its starting point and goes right through all silos. Today, under the influence of contemporary developments, this model causes problems in the operation at many companies: complaints, inefficient operations and dissatisfied customers & employees. Departments such as marketing, production, sales and service each with their own – “vertical” – management and KPIs. Many organizations are organized in “silos”.
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