Business Transformation and Customer Satisfaction
How do you ensure customers are kept onside during a business transformation project? Here’s how to achieve the right balance.
Transformation can be key to business success. Done properly, it can give an organisation a boost in the marketplace and make for a happier, more productive workforce. However, completing a transformation project can mean investing a lot of time internally, rather than in customers. How do you ensure your client base is happy while also achieving your transformation goals?
What is effective business transformation?
Effective transformation is about making positive change to improve systems, maximise efficiency and enable growth. It is also about improving, or at least maintaining, the customer experience. A business can be made super-shiny from the inside, but it is of no use if clients are forgotten or handled poorly in the process.
It takes an expert to achieve the balance between effective internal change and customer satisfaction. This is often where a specialised interim manager can be of great benefit. Those who are seasoned in creating change while upholding the customer experience can help see a transformation through.
5 ways to transform and provide customer satisfaction
1. Get the whole team on-board
It is up to leadership to band everyone together and create cultural change for the better. For any transformation to succeed, the whole organisation needs to work towards the same objectives. Silos that work to their own agendas must be tackled and broken up.
2. Clearly communicate reasons for change
Employees, especially those who are client-facing, need to understand why the company is going through a transformation. If changes are noticeable to clients in any way, staff need to be able to explain the reasons for them. If leaders explain the reasons for change to employees in a positive manner, this message will be effectively relayed to clients.
When the programme involves change to the product, service or branding, there needs to be an even bigger sell-on to customers. They need to know how the changes will benefit them, and why they shouldn’t switch to another provider. Tactical marketing via press releases, social media and the company website is essential for this.
4. Track project metrics
All changes made during a transformation programme should be regularly measured and reviewed. Internal changes that affect customer support and liaison processes should be closely monitored. For example: how fast are queries responded to? How many outgoing calls are made per week? Has the there been any positive or negative feedback from clients? Tracking these metrics allows managers to intervene where necessary.
5. Keep the momentum going
Transformation programmes are often delivered in a burst of energy at first, then drift away as the weeks go by. Managers and staff lose sight of why the change was introduced in the first place. This risks alienating customers, who have no idea why things have changed and want their experience to be ‘what it was before’. A dedicated manager can keep the programme on track.