As I mentioned in my last blog post, customer centricity is all the buzz right now. More importantly, as digital transformation continues to evolve, the pressure on IT to know their end users or customers to deliver the experience they expect is at an all-time high.
The thing we hear most often from IT is, “I want to know my end users better, but I don’t know where to start.” Here are some quick pointers and materials to add to your toolbox as you look to make the shift towards customer centricity.
Talk to your end users. How? Get away from the office, go visit a group that you want to understand better and spend the day with them. Ask questions. Observe how they work. Some of our healthcare customers engage in “IT Rounds,” which emulate the same concept as doctors’ rounds. Every few weeks, the IT team leaves their offices and actually shadows clinicians and nurses. To get you started, here is an interviewing guide that we use at Citrix.
Measure how your end users think and feel about your IT services. Surveys are a critical tool in getting an overall sense of how your organization is doing, but think about deepening that understanding by leveraging feedback mechanisms such as Net Promoter Score (NPS). You can learn more about NPS here.
Design End User Experiences That Matter. Learn methodologies that will give your team insights into the experience they are delivering, such as journey mapping or design thinking. Stanford d.school offers a free 90 minute crash course in design thinking. Another bonus to journey mapping? Busting silos by putting the end user, business process owners and IT in the room at the same time to hear directly from an end user and align on how to make that end user’s experience better.
Understand the role of empathy. Yup, empathy. Not a common word in the workplace, but it’s a critical one to becoming customer-centric. The ability to put yourself in other people’s shoes and understand their experience will give your team the advantage to deliver the best experiences. Watch this TED talk with engineer Doug Dietz to see how empathy is a game-changer on approach.
And finally, realize that major shifts—like the one to customer centricity—don’t happen overnight. Start small. Take a first step. Make a commitment to get out there and start talking to the people you serve. Hey, they just might surprise you.