Tamar Cohen, Vice President of Customer Experience at Zoetis, discussed what it takes to launch a customer-obsessed culture within any organization, at any time, during her keynote presentation to Argyle's CX membership at the 2017 Customer Experience Leadership Forum: Creating Experiences for the Hyper-Connected Customer in New York City on October 17. In her presentation, "Connecting the Customer Experience," Cohen offered tips to help CX professionals define an emotional experience for their customers.
According to Cohen, Zoetis strives to take a customer-obsessed approach to its day-to-day operations. Yet building this approach required the company to take a close look at how it defined the CX.
"Customer obsession is one of the primary drivers of what we do," Cohen said. "Over the past few years, we've built up what it means to be customer-obsessed."
Zoetis ensured its employees understood the meaning of customer-obsessed. The company educated its workers about the CX and how it wanted to connect with its customers. By doing so, Zoetis was able to provide insights into the CX and ensure all of its employees could help deliver exceptional customer support.
"We wanted to create a streamlined understanding internally of what customer experience means," Cohen noted. "Customer experience becomes a buzzword … but we wanted to start walking the walk and ensure we knew what it meant to be customer-obsessed."
As a customer-obsessed organization, Zoetis emphasizes customer satisfaction and loyalty. The company wants to foster long-lasting customer partnerships – something that represents a top priority for many organizations around the globe.
"We try to make sure that we're reaching out and engaging with our customers and making sure that we're owning our mistakes. That way, we're not leaving anyone out in the cold."
To achieve its CX goals, Zoetis explored ways to connect with customers at an emotional level. This ensured the business could find out why customers may select Zoetis over other brands and tailor its CX efforts accordingly.
"We're looking to create life-long and emotionally connected relationships," Cohen stated. "We're trying to get our people to think emotionally."
Zoetis also needed to find a way to ensure its employees could analyze all aspects of the customer journey. The businesses wanted its employees to look closely at the customer journey and guarantee customers could receive comprehensive support at all stages.
"When you're working with a customer, it's not always one plus one equals two," Cohen pointed out. "Sometimes, you need to understand why is one-one. You need to understand the thinking about why some things are happening."
Consistent messaging has played a key role in CX improvements for Zoetis.
With consistent messaging in place, Zoetis is able to provide a streamlined experience throughout the customer journey. Furthermore, the company has been able to deliver the support that customers need, precisely when they need it.
"We need to make sure that we're working consistently," Cohen indicated. "We need to make sure that every time we're talking to a customer that the customer knows they're talking to [our company]."
Moreover, Zoetis constantly explores ways to analyze the customer journey. The business is committed to learning as much about its customers as possible, and as such, frequently explores innovative ways to engage with customers across myriad platforms.
"We need to really understand the customer journey, not just in terms of the steps that our customers take but also the emotional state throughout the customer journey," Cohen stated.
Zoetis encourages its employees to think about the customer journey from the customer's perspective as well.
"We're looking to create life-long and emotionally connected relationships. We're trying to get our people to think emotionally."
In many instances, an organization may fail to identify opportunities to support customers at each stage of the customer journey. But with a commitment to understanding the customer's perspective, an organization may be better equipped than ever before to learn from its clientele. As a result, this organization can discover unique ways to provide its customers with unprecedented support.
"Support me goes beyond showing your customers that you're fixing just the little things," Cohen pointed out. "It involves showing your customers that you're there and that you're a part of their team."
Lastly, the Zoetis team understands that no relationship is perfect, and problems sometimes may arise between an organization and its customers.
Even a minor customer issue can cause long-lasting harm to a business, its brand reputation and its revenues. But a company that accepts responsibility for its mistakes may stand out in customers' eyes.
If a business goes above and beyond the call of duty to correct a mistake, it could differentiate itself from the competition. Perhaps most important, this company can provide a customer with an unforgettable experience that may lead to a long-term partnership.
"In almost any relationship, things go wrong. But we try to own [our mistakes]," Cohen noted. "We try to make sure that we're reaching out and engaging with our customers and making sure that we're owning our mistakes. That way, we're not leaving anyone out in the cold."
Tamar Cohen is the VP of Customer Excellence and Business Innovation, leading the CX, Digital and Loyalty programs for Zoetis, a leader in animal health services. Coming to Zoetis after over 15 years leading digital and CX design in Financial services, she is leading the organization to develop CX strategies and methodologies to rethink how Zoetis can interact with their customers. Looking at everything from feedback management, customer journey mapping and Voice of the Customer programs through customer segmentation and metric design and development, Tamar is bringing forward a new way of helping our core customers, veterinarians, get back to doing what they love, which is helping animals. Tamar holds a BA from New York University in Art Administration.