| One of the best examples of a company with a customer-focused culture is Logitech. Employees are encouraged to consistently consider what Jan Carlzon, former President and CEO of Scandinavia Airlines (SAS) referred to “Moment’s of Truth” in his popular book. Most every executive and service manager has read it. And every customer service speaker has too, including yours truly. It is the moment when a customer interacts with a brand, product, service, or individual to form or change an impression about the company. This includes is every single step of the customer experience. Their core CX principles are right on! They are known throughout the company as the 5 E’s: · Empathy · Expectations · Effortless · Engaging · Error-free Who wouldn’t want to do business with a company that is focused on these? Each principle demonstrates to the customer that the company has their best interest in mind. Customer-Focused Culture Executive Explains As CIO, Head of Customer Experience, and Head of Workplace Services, Massimo Rapparini has stated, “Starting with an empathetic mindset puts all Logitech employees in the shoes of the customer and helps them see things from their perspective. From there, they can work to clearly set expectations, make the experience as few steps as possible, build customer relationships, and remove errors.” Makes sense! And smart. A Customer-Focused Culture Includes Choices Today’s customers want choices. Logitech offers a wide range of products including gaming headsets to enterprise technology accessories to choose from, but focusing on customers and not only their great products, has helped the company grow and prosper. Applying the “Customer Focused” philosophy, along with smart business practices, Logitech has built a successful and sustainable company – even through these tough times. They have a high level of customer loyalty and customer advocacy, but happy shareholders. I’m one of them. I would add one more though – EXCELLENCE! I have always said, “Your culture can make you or break you.” Customer Focused is where it’s at. |
About Christine Corelli
