The Retailer SUMMER 16_v7

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retailer | summer 2016 | 13
Human Equity Value Chain
If an organisation’s culture and practise delivers an excellent
colleague experience, a positive customer experience is much
more likely to follow. Where this customer experience is
optimised to deliver where it really matters, then customers are
far more likely to be loyal to a brand, as well as act as brand
advocates to their wider networks.
Many businesses have in place programmes to enhance culture,
improve engagement and deliver better customer experiences.
But issues occur where the ‘engines’ driving each of these
elements are not aligned. Individual functions design such
programmes with the best intentions but misaligned objectives
cause friction and unintended consequences.
Organising Around the Customer Journey
Businesses that are truly blazing a trail in terms of customer
experience are those building themselves around a truly
customer-centric structure.
The customer journey forms an organising framework for these
companies. At the top of each group of journey-focused
employees sits a leader with total responsibility for delivering that
journey. Individual experts within the team ensure every action,
process and challenge is set with journey improvements along
their shared raison d’etre.
As UK grocery retail faces the challenge of a world class discount
sector potentially taking 25% of the mid-term market, it is certain
that optimised customer experiences will be at the heart of future
growth for legacy brands. The ideas and themes outlined above
are working in the USA but require bold and visionary changes to
be made by their British counterparts.
CRAIG RYDER
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As UK Grocery
retail faces the
challenge of a
world class
discount sector
potentially
taking 25% of
the mid-term
market, it is
certain that
optimised
customer
experiences will
be at the heart
of future
growth for
legacy brands.
customer focus