Senteo Customer Experience Elements

Many aspects of business, although important for proper day-to-day operations, are not visible or interesting to the customer.

The Senteo Methodology was designed not only to help businesses operate in a more efficient manner, but also to "package" each customer contact to be more pleasing, engaging, and fulfilling. In essence, each customer contact, whether in the physical or the virtual world, has the potential to be a customer experience. The question is:  How often is that experience pleasing, engaging, and fulfilling for the customer?  Whether related to a sales activity or a service task, each contact should be engineered to be a positive experience.  Then, an organization must consider the collection of contacts that a customer will have over the course of the relationship with that company.

Understanding that some contacts might be less positive than others, any organization must strive to accuulate a larger quantity of positive contacts than negative.

This represents the first stage of retaining customers, but companies still must work to understand the role that they play in the lives of their customers. Selling and servicing products, and doing so in a positive and engaging manner, represents the basic criteria for fulfilling the contractual obligation between company and customer. If companies work to understand how they might use the collection of customer contacts over time to guide a more meaningful change in the lives of their customers, they will have the opportunity to create value that would define and differentiate their relationship with that customer from that of competitor organizations.

The Senteo Solution Set is comprised of 5 key elements that are used to package each customer contact. Obviously, there are many things that happen inside of companies that are valuable and even critical to proper day-to-day operations; however, these 5 key elements are the critical "packaging" of each customer contact and must be engineered to make each customer contact experiential.

Brand

Do your customers identify with your brand? The most successful brands in the world elicit an inherently emotional response from customers in addition to simple brand recognition and perception.  Brands like Harley Davidson, Apple, Nike, Coca Cola, etc. have become so emotionally integrated with the lifestyles of their customers that they enjoy a level of loyalty sought by most of their competitors.  What does it take to design, build, measure, and manage brands to be this successful?

Communications

Do your customers understand the value of the relationship with your company? Companies that are successful in this task usually enjoy a much lower cost of acquistion for their new customers along with lower costs to support that relationship and retain customers. What is needed to optimize spending on communications while, at the same time, increasing their effectiveness?

Environment

Are your customer touch points (physical or virtual) easy to navigate, easy to use, and experiential?  Finding the right balance between being "experiential" and being functional within a reasonable budget is no easy task. Companies today must use their customer touch points to differentiate from competitors while, at the same time, displaying goods and services in an engaging and efficient manner.  How do companies find this balance to generate the highest result within a reasonable budget?

Offering

How well do you know your customers and fulfill their individual needs, wants, desires, and dreams? With access to an increasing number of providers of similar goods and services, customers are becoming more demanding by the day.  Companies must understand their customers on an individual level and react with offerings that are designed to meet their individual needs. In a world where companies standardize to reduce cost, how can companies cater to each individual customer?

Culture

Is your front-line staff genuinely interested in finding the best possible solutions for your customers? A lack of Customer Experience Culture among front-line staff is surely one of the biggest detractors from establishing meaningful relationships with customers. How can companies ensure that the customer is a top priority at every point of contact at any time?

The Senteo Project Module Catalogue

Senteo has created a complete catalogue of more than 260 project modules that may be used in transformation projects with clients.  Only the project modules that are needed are included into project plans when working with client organizations, and the individual modules are structured into comprehensive, phased implementation calendars to bring the best possible results in the shortest period of time.  Some clients may only wish to work within one or two of the 5 key elements of the Senteo Methodology. Other clients may prefer holistic projects in which we engage all 5 key elements.  Some clients may only engage Senteo during the initial phases of Strategy and Planning, while others may wish for us to contunue with the cosmetic aspects of our Design and Creative practice and also engage our team of project and program managers to help with Project Management and Implementation of the overall transformation plan.

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