Audio Transcript

First and foremost a genuine determination and commitment to excellence. Then, always looking at the Big Picture and designing experiences for every aspect of the business and the client’s life: marketing and sales experiences, onboarding experiences, advice experiences, reporting experiences, and even departure experiences if, for some reason, we lose a customer. Memorably excellent experiences on every channel of interaction – in person or digital, indoor and outdoor, on screen or on paper. And most important – as earlier podcasts already mentioned – differentiated experiences, showing your understanding of the uniqueness of each customer and their distinctive needs, goals, attitudes, and feelings. ‘Hyper-personalisation’ is not an empty buzzword: it really means being uniquely different with each different client, recognising them as a unique individual and being relevant to those differences.

Can technology help? Yes, but you should stop thinking of point solutions like an onboarding tool, or a CRM system, or a cool website. Envisage, build and utilise an all-round architecture where all those components are seamlessly integrated and behave as one. Integrate that architecture with an operating model of customer-centric processes, immerse them in a deeply customer-centric company-wide culture – and you can be a winner! Winner of hearts and minds, of loyal clients and lasting mutual prosperity.