Arthur Borkwood, Head of Customer Development at the Toronto Transit Commission, and Cheryn Thoun, Head of Customer Communications at the Toronto Transit Commission, discussed the importance of developing a holistic, strategic approach to deliver outstanding customer support during their presentation at the 2015 Customer Care Leadership Forum in Toronto on March 25. During their presentation, the duo described how an organization can develop an effective customer experience strategy.
According to Borkwood, creating a customer satisfaction survey, customer liaison panel and other ways to collect customer feedback is paramount for organizations. Using real-time information, Borkwood noted, also can help an organization find ways to connect with its target audiences. In addition, improving the “frontline customer experience” requires organizations to take accountability for their customer interactions: “By frontline [customer experience], I mean everywhere that we have employees that interact with customers, whether it’s face-to-face or whether it’s on the phone. Each department is making strides and improving how we interact with customers.”
Thoun pointed out that finding simple ways to support customers can have far-flung effects on both organizations and their customers. If organizations devote the necessary time and resources to bolstering their customer satisfaction levels, Thoun said, they could reap the rewards of their efforts for years to come: “The way I look at our history and our conversation with our customers has really been long periods of silence where hopefully things are going okay and you don’t bother us … If you think of your own companies, if that’s the way that you interacted with your customers then you wouldn’t be making sales and you probably wouldn’t be in existence. We can’t operate that way either.”