{"id":1136,"date":"2016-08-29T10:38:44","date_gmt":"2016-08-29T10:38:44","guid":{"rendered":"http:\/\/amydowns.wpengine.com\/?p=1136"},"modified":"2023-07-14T13:28:39","modified_gmt":"2023-07-14T13:28:39","slug":"operationalizing-customer-obsession","status":"publish","type":"post","link":"https:\/\/www.customerobsessing.com\/de\/operationalizing-customer-obsession\/","title":{"rendered":"Operationalizing Customer Obsession:One Size Does Not Fit All"},"content":{"rendered":"\t\t
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Operationalizing Customer Obsession:One Size Does Not Fit All<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Amy Dowsn
First Published: August 29, 2016<\/a><\/p>

Like anything in life, determining the best way to deliver value and happiness to customers takes time and patience. You want to give your customers the best experience possible, but what does that look like and how do you get there?<\/p>

At Lifesize<\/a>, we have focused heavily on putting the right people, processes and systems in place to operationalize customer success<\/a>. Great service must be repeatable. Of course, the foundation of happy customers is happy employees<\/a>. But those employees need to be equipped with the right systems and processes to make their lives easier so their time can be devoted to spending more quality time with customers.<\/p>

There are two programs that helped us tremendously. First, we implemented Net Promoter<\/strong>. This is our primary voice of the customer program at Lifesize. Once NPS was up and running, we segmented our customer base<\/strong> and developed strategies to serve each segment because not all customers are created equal.<\/p>

Net Promoter System as a foundation for Customer Obsession<\/h2>

Net Promoter is an operational rhythm embedded within Lifesize\u2019s culture. The purpose is to help us drive change in our business based on what matters most for our customers. Here\u2019s how it works for us. We conduct relationship surveys twice annually and transactional surveys at critical points in the customer lifecycle (e.g. after product on-boarding or at the end of a support interaction). We gather feedback from our customers to understand what is working and what is not working by conducting root cause analysis. We then share best practices, take corrective actions and close the loop with our customers so they know we are listening and driving our business based on their feedback. \u00a0Over time, Lifesize learns and gets better. And it\u2019s this organizational learning that helps us build a great company and deliver on our core value of Customer Obsession.<\/p>

An equally critical practice is realizing that different customers have different needs.<\/p>

Why and how should you segment a customer base?<\/strong><\/h3>

Segmentation strategies are built on one particularly important idea: one size does not fit all when it comes to serving customers. Some customers need a little less and some need a little more. In the spirit of true Customer Obsession, recognizing different needs and how to best serve those needs is essential to driving customer loyalty.<\/p>

Depending on your company size and portfolio, you might consider segmentation by size, industry or product line. At Lifesize, we currently segment based on our product lines \u2014 Enterprise, Premium and Core \u2014 by dividing customers according to account size and need. For each segment, we carefully determine how much attention \u2014 and what kind of attention \u2014 a customer needs in order to realize the full value of our solution.<\/p>

The key is to be clear and specific on how to serve each segment and how success is measured. You might start with two important questions:<\/p>