Leveraging on Customer Experience as a business strategy

1. TRAINING PRESENTATION ON
IMPLEMENTING A
SUCCESSFUL CUSTOMER
RELATIONS STRATEGY,
PRESENTED BY BEATRICE
K.NYAMACHE

2. TABLE OF CONTENT
1.INTRODUCTIONS
2.TRAINING OBJECTIVES
3.DEVELOPING AN EFFECTIVE
CUSTOMER EXPERIENCE STRATEGY
4.CUSTOMER SERVICE AS A
COMPETITIVE ADVANTAGE
5.CUSTOMER CENTRIC STRATEGIES
.

3. TRAINING OVERVIEW
Customers play a key role in the growth
of SACCOS.As key stakeholders it is our
duty to seek to understand our
customers thought processes, their
journey, their behaviors, their short,mid
and long term goals, their
understanding of our products, services
and overall goals. We have to find ways
of recruiting, serving and retaining
them.

4. TRAINING OVERVIEW
Saccos have by far and large spread the
reach and amassed a wide customer
database.
But we are not the only players in the
market, since financial diversity has
increased with the entry of various
players competing for the same market
share

5. TRAINING OVERVIEW
It is in this regard that we have to come
up with an exceptional customer
experience strategy.
It starts with us, how we regard our
SACCO,the products, services vis a vis
our strategic roles, approach and
implementation.

6. TRAINING OVERVIEW
What is the role of customer
experience in the 21st century?
What is the customer journey
process?
Who are our customers?

7. TRAINING OVERVIEW
What do we know about them?
What drives them?
Who challenges face them?
What is unique about them?

8. TRAINING OVERVIEW
How can we offer relevant
solutions?
What is our overall recruitment
growth percentage?
What is our retention percentage?

9. TRAINING OVERVIEW
What are our customer satisfaction
levels?
What is our growth strategy?
Who are our competitors?

10. TRAINING OBJECTIVES
By the end of the training, we are expected to :
1Appreciate the role customer experience as a
business strategy
2.Adopt customer experince as an anchor in our
delivery of service
3.Become brand ambassadors of customer
experience.

11. TRAINING OBJECTIVES
By the end of the training, we are expected to :
4.Increase our market share by retaining and
attracting more customers
5.Increase our revenue through customer
experience.

12. Overview and Concepts of Customer
Experience
Customer Experience refers to the overall and
memorable experience that the customer is
left with after interacting with your products
or service.

13. The difference between customer service and
customer experience
Customer service is transactional with no
emotions or expectations attached.
Customer experience is the deliberate effort
to make a customer have a memorable
experience after interacting with your
products or service.

14. Developing an effective customer experience
strategy.
Determine what your customers want. What
are their current,mmediate or future needs?
Can you pr-empt?How do customers proritize
their wants?
Create a culture of Customer experience

15. Developing an effective customer experience
strategy.
Clearly communicate service standards and
expectations
Provide consistent service across all channels

16. Developing an effective customer experience
strategy.
Establish a vision for customer experience
excellence
Implement an external customer experience
strategy
Focus on internal customer experience
strategy

17. Developing an effective customer experience
strategy.
Resolve customer’s complaints in an effective
and timely maner
Provide effecienct and value oriented service
Establish relationships with customers with a
long term view of mutual benefits

18. Developing an effective customer experience
strategy.
Determine what your customers want. What
are their current,mmediate or future needs?
Can you pr-empt?How do customers proritize
their wants?

19. Developing an effective customer experience
strategy.
We have to run our operations strategically
by identifying our target customers.This can
be done through identifying their common
behaviors,backgrounds,preferences,tastes,ag
e,education,profession,location,income
bracket.purchasing patterns.

20. Customer Experience as a competitive advantage
A client experience strategy(cx)should be an
integral part in the overall marketing and growth
strategy.
This involves a proactive approach to seeking
feedback and furthering the relationship
It is very important to remember the difference
between cx and cs-Experience and service.

21. Customer Experience as a competitive advantage
Client experience is looking at the overall journey or
experience of the client and seeking ways to
improve each touch point to stand out from the
competition.
Know your brand promse
Branding is about more than just a great logo, a
catchy tagline or vibrant colors.

22. Customer Experience as a competitive advantage
Those things are important. However, branding is
also about the promise that you make to your
clients.
It is telling your story and making a promise of
what your clients can expect from your company.
Many companies overlook their brand promise.
Know your company values and what you want to
consistently express to your clients.

23. Understanding the Customer development journey.
Knowing what your client is currently experiencing
on their journey with your Sacco is important.
Stepping back and evaluating every customer touch
point is a challenge.
We can become laser-focused on improving the
experience with our core product or service but
forget to look at every touch point, such as the
experience customers have when interacting with
the receptionist, navigating the website and
receiving loan statements

24. Understanding the Customer Development Journey
Client Feedback
Client feedback is one of the most powerful tools in
your arsenal, but so we overlook seeking thoughtful
and targeted feedback.
Being clear on how our clients feel about our sacco,
your brand and the services we provide is critical.
Seeking this information allows our client to know
you are making an investment in them, and it
communicates that our sacco is seeking to improve
and grow.

25. Understanding the Customer Development Journey
Review of our internal processes.
Client experience must be about more than one
department. Our CX strategy must involve
evaluating the entire client journey, including
assessing which departments touch our clients.
In addition, it involves more than just our key
leaders or a handful of specific employees. How a
company handles client

26. Understanding the Customer Development Journey
Review of our internal processes.
How our saccos handles client experience must be
part of our organzation’s culture.
How responsive are we towards each another? Do
departments seek feedback from other departments
on their experiences with each other?
Is there an expectation of constant improvement
and efficiency?

27. Understanding the Customer Development Journey
Review of our internal processes.
When all of these aspects are made part of our
sacco’s strategy, it becomes a competitive
advantage.
It creates loyalty with clients and involves both
clients and employees. It isn't enough for clients or
customers to have a mediocre experience with our
organization. The stakes are too high. The
competition is fierce.

28. Understanding the Customer Development Journey
Review of our internal processes.
Every interaction contributes to the overall
experience and perception of the company.
Carefully evaluating our client experience
initiatives should be a key strategy that engages
customers, clients and sacco stakeholders alike.

29. Understanding the Customer Development Journey

30. Customer Centric Strategies

31. Customer Centric Strategies
Acccording to Deloitte,organizations that focus
more on customer experience and customer
satisfaction i.e a customer centric approach,a re
more profitable
A customer centric strategy is a sales strategy that
puts the customer’s needs, wants, and
communication preferences at the center of the
buying process.

32. Customer Centric Strategies
To be fully effective, customer-centric selling should
go beyond the sales department – to your customer
service, marketing, and account management teams
as well.
When you have a customer-focused company, you’ll
gain customer loyalty, improve retention rates, and
increase referrals – making it a win-win for both
you and your clients.

33. Customer Centric Strategies
Build voice of customer program
Review the results together
Create a common understanding
Be transparent and make customer freedback
available for everyone

34. Customer Centric Strategies
Set the right targets
Understand the impact of all corporate functions
and share the importance with the whole
organization
Improve the employee experience
Invent for the customer

35. Customer Centric Strategies

36. Understanding effective attitude anchors.

37. Exceptional Customer Recruitment and
Retention Strategies
Review of what we have learnt-Key take
home
Group discussions
Brainstorming with presentations
Action Plans

38. THANK YOU