At the 2013 Human Capital Leadership Forum in Chicago on May 30, Bob Azman, Thomson Reuters’ Senior Vice President, Customer Experience, shared his thoughts on customer-centric business strategies. In his presentation, “Developing Customer-centric Business Strategies (in 140 Characters or Less?),” Azman acknowledged that it takes a team effort to become a customer-oriented organization. However, Azman noted that each employee can offer vital contributions, enabling a business to achieve significant milestones without delay.
In addition, Azman stated that companies need to be proactive to accomplish their goals: “Vision and mission statements are fantastic, but you have to have a specific service strategy for your people to align to that service strategy and know how to make decisions around the customer experience.” How a company interacts with its customers can have far-flung effects on this business, and Azman noted that a firm that makes building strong partnerships with clients its top priority could profit for years to come.
Azman said that an organization can align its customer service goals with its commitment to quality to ensure that it delivers quality support to clients at all times. While many firms may use data to study their customer satisfaction levels, Azman noted that a firm that understands the value of client feedback puts itself in position to succeed for an extended period of time: “A lot of companies are now using a customer effort score. How easy are we to do business with? They measure that. What’s a 0.4% increase in retention to your company? Do the calculations, find out what that is. This is just one simple example, but retaining customers is why we get loyalty and loyalty is why we get profit.” Azman recognized that a business that does the job right the first time, however, can avoid alienating its customers and will be well equipped to manage client relations issues should they arise down the line.