The Retailer SUMMER 16_v7

customer focus

Human Equity Value Chain If an organisation’s culture and practise delivers an excellent colleague experience, a positive customer experience is much more likely to follow. Where this customer experience is optimised to deliver where it really matters, then customers are far more likely to be loyal to a brand, as well as act as brand advocates to their wider networks. Many businesses have in place programmes to enhance culture, improve engagement and deliver better customer experiences. But issues occur where the ‘engines’ driving each of these elements are not aligned. Individual functions design such programmes with the best intentions but misaligned objectives cause friction and unintended consequences. Organising Around the Customer Journey Businesses that are truly blazing a trail in terms of customer experience are those building themselves around a truly customer-centric structure. The customer journey forms an organising framework for these companies. At the top of each group of journey-focused employees sits a leader with total responsibility for delivering that journey. Individual experts within the team ensure every action, process and challenge is set with journey improvements along their shared raison d’etre. As UK grocery retail faces the challenge of a world class discount sector potentially taking 25% of the mid-term market, it is certain that optimised customer experiences will be at the heart of future growth for legacy brands. The ideas and themes outlined above are working in the USA but require bold and visionary changes to be made by their British counterparts.

As UK Grocery retail faces the challenge of a world class discount sector potentially taking 25% of the mid-term market, it is certain that optimised customer experiences will be at the heart of future growth for legacy brands.

CRAIG RYDER // Craig.Ryder@kpmg-nunwood.co.uk // www.nunwood.com

retailer | summer 2016 | 13