Excellence Customer Experience - Essay Example

Without “HEARTBEAT”, there is NO LIFE…at Mobily In the midst of staunch competition that besiege contemporary business organizations, the application of a more holistic approach to marketing products or services deems to be the best move. The CEO of Cisco Systems, John Chambers explicitly averred, “Make your customer the center of your culture.” Fortunately, as a customer-centered company, Mobily is adept and committed to building customer relationships, with strategies not solely focused on the intricate dimensions that go into product engineering and development.

The heart of every organization depends largely on its ability to satisfy the needs of the customers. Without satisfied customers, there would not be sales, no service subscriptions, no life. At Mobily, the program to Excel in Customer Experience, aptly termed “HEARTBEAT” is envisioned to catapult Mobily to the top position in the telecommunications industry. Each and every member of the organizational hierarchy is enjoined to be committed to the philosophy and ambition statement by which the program is anchored: “Our customers will be at our ‘heartbeat’, not just a lip service”… The program is comprehensively and intricately presented in the organization’s presentation on HEARBEAT – Excel in Customer Experience in February 2011.

However magnificent the program envisions generating, something exemplary in paper means nothing when Mobily’s personnel do not have their hearts and minds focused and committed to the program. Alton Martin and Scott Casson, the CEO and Director of Technologies, respectively of Customer Operations Performance Center, Inc. proffered that the number one customer service mistake is lack of collaboration (Martin & Casson, par. 1). The Customer Experience (CEX) themes: developing a customer-centric mindset, ensuring customer centric product development, and enhancing the Sales, Use and Care Experience for Mobily customers would only prove to be viable and workable when all members of the Mobily departments: Sales, Customer Care, Marketing, Finance, HR, and NW & IT, collaborate and proactively work towards the attainment of the “heartbeat” program, which is identified as achieving excellence in customer experience.

The benefits of attaining excellence in customer service satisfaction are diverse. Satisfied and happy customers are repeat customers supporting and sustaining future sales through personal repeat purchases and through word of mouth and referrals to family members, friends and acquaintances. Customer loyalty is ensured through years of excellent service. Due to networking provided by word of mouth and referrals, Mobily would eventually need lesser advertising and promotional expenses, as brand awareness has been magnified by satisfied customers.

Further, by sustaining and maintaining CEX, there is a competitive advantage gained making Mobily one of the leaders in the industry. The discourse written by Hanna (2010), a successful real estate person in Florida, emphasized that customer satisfaction is the key to exemplary customer service. As averred “employees recommend us to prospective customers; they are commonly at the front lines, and the success of most organizations are based on employee loyalty and dedication. From self-awareness, employees can nurture customer satisfaction” (Hanna, par. 1). Equally enlightening is Rebecca Morgan’s contention that exemplary customer service starts at the top (Morgan, 1).

At Mobily, the commitment of senior management for CEX has been revealed and acknowledged as validated by the participation of a group of experts to govern the smooth implementation and monitoring of performance of the program. Not anymore does Mobily apply the traditional organizational chart where top management is positioned at the apex of the hierarchy, but we believe that the customers are the only true ‘profit center’ who deserve to assume the summit of organizational priorities. At Mobily, our chart appears below, where the degrees of relative importance are indicated accordingly: At the top are customers, next in importance are frontline people who meet, serve and satisfy customers; under them are the middle managers, whose job is to support the frontline people so they can serve customers well.

; and at the base is top management. Finally, to solicit responses to the question ‘what is the best example of customer service you have ever seen?’, Debbie Laskey, marketing and brand strategist, the following elements attest to excel in customer experience, to wit: empowering employees, apologizing for mistakes, ALWAYS having smiling and friendly staff, genuinely caring, and not ever saying rude and obtrusive remarks for whatever little mistakes or incidents that could be addressed in an affectionately understandable manner (Laskey, 1).

The key element is Let’s Think Customers First! There is a world of difference when each and every personnel takes a proactive stance is thinking what each can do to satisfy our customers – to the point is that customers should feel that they have not only received what they expected; but more so, that they have been delighted by the service that Mobily has provided. Works Cited Hanna, Cheryl. Employee satisfaction a key to exemplary customer service. 15 June 2010. Web. 21 May 2011. Laskey, Debbie.

“What is the best example of customer service you have ever seen?” 26 April 2011. Web. 21 May 2011. < http://www.focus.com/questions/customer-service/what-is-the-best-example-of-customer-service-you-have-ever/> Martin, Alton and Casson, Scott. The Number One Customer Service Mistake: Lack of Collaboration. September 2009. Web. 19 May 2011. Morgan, Rebecca. Exemplary customer service starts at the top. N.d. Web. 21 May 2011. < http://growyourkeytalent.wordpress.com/2007/11/19/exemplary-customer-service-starts-at-the-top/>