From the course: Customer Service Strategy
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Shape the customer access strategy
From the course: Customer Service Strategy
Shape the customer access strategy
- Whether you're a one-person building contractor, a technology startup, a government agency, or a global airline, you're going to need a customer access strategy that defines how your organization actually interacts with customers, and this is the second step in the strategic planning process. I define customer access strategy this way. It's a framework, a set of standards, guidelines, and processes describing the means by which customers receive or are enabled to access the information, services, and expertise they need. Now, that's the formal definition, but it makes more sense as you look at the specific components, and there are 10, and your goal here is to define what each should look like in order to support your vision. First, there's customer segments. In large organizations, this is typically defined along with marketing, and it summarizes how customers are logically segmented. For example, insurance companies will identify segments by the policies needed, home, auto, and…
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