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How customer-focused is your organisation?

Madura McCormack | Oct. 16, 2012
Study in Singapore reveals areas for improvement in raising customer awareness.

If your company collates customer feedback and effectively integrates it into decision making, you are part of the 55 percent who agree that they "review customer metrics as importantly as financial metrics".

Drawn from an online survey, AchieveGlobal found a few areas of improvement with regards to implementing a consistent customer-centric strategy in organisations.

Corporate soft-skills training company AchieveGlobal polled 84 C and Director level decision makers and business leaders from the service industries in Singapore, including; hospitality, retail and tourism.

When it came to collecting and utilising customer feedback, it was noted that organisations were less effective, with only 50 percent "incorporating the needs of their customers in decision making".

While 71 percent of the respondents agreed that senior executives were communicating the importance of serving target customers, only 33 percent revealed that they "use behavioural interview techniques to determine if a candidate will make a good customer service agent".

"Fostering a workforce that creates defining moments for customers is essential to driving revenue, differentiating the brand and captivating loyal customers. The most successful retail and services companies today are those who develop and execute strategies to own the customer experience," said K.C. Blonski, director of Leisure and Retail Markets at AchieveGlobal.

AchieveGlobal advices leaders to share customer feedback across the organisation, build behavioural questions into staff hiring and re-communicate customer experience strategies across departments as strategies for raising customer focus in the company.


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