In our previous 2 articles, we described the first two dimensions (of five) that form the Customer Experience: the Touchpoints of customer interaction; and the Pathways between them.
This week, we will explore the third dimension: Delivery. This dimension revolves around the co-operation between departments, suppliers, and distributors that enables organizations to execute memorable customer experiences.
Delivery, like the previous two dimensions, can take a number of different forms. Some of the most obvious examples of Delivery are:
- Organizational structure/hierarchy
- Internal processes (eg: sales, operations, account management)
- Interdepartmental communications
- Brand messaging
- Supply chain management
Some less obvious examples of Delivery include:
- Improvement processes
- Alignment of departments
- Integration of technologies
- Recruitment and training
- Internal review processes
Delivery deals almost exclusively with the internal mechanisms of an organization, and is the most mature dimension in terms of established methods for improving performance. The Kaizen Method (also known as Lean), for example, has achieved dramatic results in this area when applied correctly.
Based on the principles of consistent communication, rapid and iterative improvement, and tightly integrated cross-functional teams, this methodology can help organizations achieve the internal alignment necessary to succeed in Delivery.
However, there is one important caveat when applying Kaizen to your organization. Without a clear understanding of your customer and what it is they value from your organization, decisions made to increase internal efficiencies may actually have an adverse effect on your customer.
When it comes to Customer Experience, what is good from an internal efficiency perspective may have to come second to what is important to your customer.
This is why it is so crucial to devise a Customer Experience strategy that includes all five dimensions.
Ultimately, the most successful organizations will transform traditional organizational silos into a unified, aligned team that unites across the entire organization toward the goal of delivering memorable customer experiences.
In sports, the biggest games are won in practice. Similarly, the success of the Delivery of the Customer Experience is dependent on how well organizations have prepared to delight their customers.
The future is bright for organizations that adapt multi-dimensional strategies, empower employees, create extensive training programs, and deploy relevant incentive and recognition programs to enable their team to meet and exceed customer expectations.
Next up, we’ll examine the fourth dimension of Customer Experience: Ecosystem – the importance of understanding and respecting the environment in which your business exists.
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About the Author
James Grieve is a Certified Management Consultant and partner in Nucleus Strategies, a Kelowna-based consulting firm that specializes in working with businesses in a variety of industries to design great service experiences that delight customers and improve business performance. He can be reached at 778.214.6010, or james@nucleus-strategies.com.
