Customer experience is created from a culmination of a multitude of customer touch points, throughout the customer journey and over the term of the relationship. Whilst traditional customer service might focus on the direct physical and virtual interaction with customers, customer experience considers the entire lifecycle of a customer and all factors that could impact their awareness, understanding, attraction, purchase, service and advocacy of a brand or product/service.
Organisations that proactively design, manage, monitor and adapt their customer journey often see both financial and brand affinity rewards through increased customer acquisition, retention and recommendations. To be effective, the responsibility for customer experience management rarely resides solely with just one department as it requires a coordinated effort from across an organisation. FM is a vital part of that customer experience and can play a significant role in using innovative tools, practices and measures to enhance the customer experience.
From the Lead Judge, Andy Kelly
“Customer Experience needs to be paramount in the FM vision, mission and strategy of delivering exceptional services. In a very demanding market, competitive edge is gained by those companies who truly understand their customers’ needs and plan proactively not only to meet the expectations of their customers but to continually exceed them. Understanding the critical factors that drive service excellence is a given for any organisation that wants to be successful in retaining and attracting new customers.
In this category we will be seeking the very best examples of FM that have managed to meet their business objectives and deliver outstanding customer experience.“
The application should focus on not just how any particular initiative or practice has impacted on customer experience but how this links into business objectives and organisation-wide customer experience principles and programmes.
Applications should include details of:
> The rationale for change; the challenge or opportunity that existed, an overview of your market and key income streams.
> Aims and objectives of the overall customer experience programme and the FM role and objectives within it.
> An overview of the strategy taken and the implementation process; including any challenges faced and how these were overcome.
> Evidence of organisation-wide collaboration with other parties involved in delivering the customer experience.
> Performance measures and evidence of success; charting success against the baseline measure (before the initiative took place) and the resulting impact of the initiative on the organisation, (this can include customer testimonials and other performance measures applicable to the organisation).
> Applicants may also wish to include customer endorsements or letters of support.
Entries are open to all types of organisation and prospective entrants will be able to evidence how the FM provision has directly and positively impacted on the customer experience. Please note the ‘customer’ in this category is deemed as any ‘external’ customers or consumers of the organisation’s products or services, not ‘internal’ customers.
The following must be demonstrated in the submission:
> Evidence of FM’s role in enhancing the customer experience.
> The case for change: the clarity of the business case to undertake the project/initiative, the insight and understanding of the requirement and rationale for change.
> The approach taken: evidence of the aims and objectives of the project/initiative and the relevance of the approach taken for the organisation.
> Evidence of the appropriate project or change management techniques and practices to handle challenges and embed the initiative.
> Results: the difference made to the overall customer experience with performance measures, customer experience metrics and evidence of positive change, ideally showing a direct impact on the organisation.
The written submission for this category is worth 25% of the overall score. The presentation round is worth 75%.