Capitalize on Annual Planning to Manage Customers as Assets

By: Jeanne BlissAnnual planning customer centered goals

Over the last ten years I’ve become convinced that annual planning is the Achilles’ heel of customer experience. It is at the root of what inhibits the most efficient investment on priority investments in customer driven growth. That is because annual planning usually starts with the silos, not the customer asset, and not the customer journey.

  • Without a one-company review of the customer asset and experience, your company continues to focus only on business outcomes. You stand still regarding customer asset growth without knowing exactly why.
  • Without common accountability targets, actions will continue to be planned tactically, based on the individual annual plans of the silos.

As a result, the customer experience becomes the defaulted outcome of every silo’s budget and projects they plan to spend that money.

Rarely is there a decision making lens in place to identify and drive investment in the most important customer experiences. Companies need an ongoing roadmap to define where they want to make progress in customer profitability, customer loyalty, and customer experience delivery.

Your annual planning customer-centered goals should include:
  • Know volume and value of lost customers and volume and value of new customers required to drive incremental growth.
  • Identify priority customer experiences driving customers out the door.
  • Move customers from one level of engagement to the next.

Join the Center for Services Leadership at Compete Through Services Symposium on November 5th, 2015, to hear me speak on how to Grow Your Business By Improving Customer’s Lives. You will also receive a complimentary copy of my new book CHIEF CUSTOMER OFFICER 2.0: HOW TO BUILD YOUR CUSTOMER-DRIVEN GROWTH ENGINE. See you there!

Republished with author’s permission from original post.

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twitterlinkedinJeanne Bliss is the Founder and President of CustomerBliss, and the Co-Founder of The Customer Experience Professionals Association. She is one of the foremost experts on customer-centric leadership and the role of the Chief Customer Officer. A consultant and thought leader, Jeanne Bliss guides C-Suite and Chief Customer Officer clients around the world toward earning the right to business growth and prosperity, by improving customers’ lives. Jeanne Bliss pioneered the role of the Chief Customer Officer, holding the first ever CCO role at Lands’ End, Microsoft, Coldwell Banker and Allstate Corporations. Reporting to each company’s CEO, she moved the customer to the strategic agenda, redirecting priorities to create transformational changes to each brands’ customer experience. She has driven achievement of 95 percent loyalty rates, improving customer experiences across 50,000-person organizations. Jeanne is a highly sought after speaker, keynoting high profile conferences and corporate events. She has spoken for speaking clients such as Intuit, Pella Windows, Staples, Activision, MetLife, Zappos, and AARP, and has appeared in major media outlets such as Fast Company, Forbes, MSNBC, The Associated Press and The Conference Board.

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