Company Snapshot. Good practice Customer Experience Management

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1 Company Snapshot Industry: Craft and Trade Employees: 95 Revenue: Euro Country: Luxemburg COPLANING S.à r.l prize Winner in Adding Value for Customers EEA 2011 COPLANING is active in craft and trade business industry, more specific in the field of house sealing products/services. Primary business sector: distribution, installation, and service of premium front doors, windows and winter gardens targeting private customers distribution, installation, and service of capital goods in private sector.

2 Recognising the impact of customer delight on effective customer management, COPLANING defined 6 critical elements to achieve customerdriven business excellence COPLANING defines Customer Experience Management as an active and systematic design of customer interfaces to achieve excellent customer experience All company s activities, their business models and resources aim to create a delightful experience for customers COPLANING s 6 Core Customer Experience Management Competences 1. Passion for delighting customers 3. Organisational strategy and control implementation 5. Pan organisational collaboration and innovation 2. Culture and responsibility for delighting customers 4. Organisational professionalism and emotional surprise quality 6. Customer relationship engagement and management COPLANING has a vision to be the European leader in delighting customers through business excellence. Company s mantra Begeisterung pur (Pure Delight) is at the centre of everything they do. Begeisterung pur! Pure delight!

3 COPLANING believes that passionate employees delight customers better Technical skills and rational communication are not enough to differentiate any more in a highly competitive business world Emotional aspects of service add differentiation and an individual meaning to the experiences and offerings COPLANING put a real effort to the emotional aspect of making business and believes it to be the most import in their relationship with customers 1. Passion for delighting customers Leaders Leaders personally initiate or support customer initiatives They are responsible for the spirit of passion Employees Customers Careful selection/recruitment of employees they must align with company s values and a desire to delight Multiplying passion of most dedicated employees ( lighthouses ) Suppliers/ Business Partners The outcome of the above is 98% of customers would recommend COPLANING Suppliers and business partners are highly integrated with COPLANING activities to ensure synchronised process flows and consistent touch points for customers

4 COPLANING identifies employees who demonstrate outstanding passion for delight in their day today activities. They are lighthouses people who multiply their passion on the others. COPLANING Lighthouses are selected based on their ability to be role models for colleagues: living and strengthening the COPLANING spirit in day to day interactions with customers playing a leadership role in offering colleagues and customers delightoriented answers/solutions to business questions or problem. Potential to become a Lighthouse is measured by team leaders as part of employees performance review. Those who demonstrate the most customer focused behavior are selected and rewarded with salary related benefits.

5 COPLANING shares ways of behaving, feeling, and thinking about customer experience among employees and links them to corporate values The culture helps to tie the organisation together and create a spirit of working towards the same goal of customer delight Expectations are clearly defined and manifested in the way people work and look Corporate culture helps COPLANING to establish and share values for customer delight across the ogranisation 2. Culture and responsibility for delighting customers COPLANING defines corporate culture as the shared patterns of behaving, feeling, and thinking about delightful customer experiences. For example, the expectations regarding communication style, language used while talking to customers or the dress code within the company are set clearly and executed at all levels of the organisation.

6 Demonstrating company culture Company team clothes Everyone from sales to service employees have their team specific corporate team clothes This helps to identify with the brand and its principles Creating a collaborative and supportive atmosphere among employees Free breakfast for all employees Access to social and health care benefits such the Luxemburg Air Rescue Leaders and employees wear the same branded team clothes to eliminate hierarchy and unite efforts towards the same purpose: customer delight.

7 Visualising company culture

8 Employees are involved in defining company s values Views of internal and external stakeholders were taken into account Employees in collaboration with the leadership team decided what fundamental principles and values COPLANING should be based on Employees take the responsibility and ownership of making sure all customers are satisfied and the values are respected COPLANING Values:

9 COPLANING works with a clearly defined strategy: achieving competitive advantage in the eyes of their current and potential customers through delightful experiences The aim is to become number one choice for the targeted customers Customer experience processes are compared with activities of competitors The competitive advantage is possible thanks to high level of skills and resources internally 3. Organisational Strategy and Implementation Control for Delighting Customers COPLANING seeks an in depth understanding of their customers and ways how to help improve their lifestyles. They want to offer customers more than what is actually expected and seek to reduce customer effort as much as possible.

10 Business intelligence is an important element of customer support and stakeholder delight COPLANING uses a unique cockpit to navigate through business and processes Strategy execution COPLANING has created a management cockpit which shows the levels of all key success metrics to leaders; what literally looks like an airplane cockpit is an individualised solution for up to date performance management

11 Delivering what is promised is an essential part of COPLANING Customer Experience Management The main principle: the company has to fit into customers lives, not the other way around i.e. service line opened 24/7 Other advantages, which impact customers emotionally, are used to extend the relationship i.e. leaving customer places in perfect conditions after the work is finished or bringing fresh bread for breakfast if the installation starts early in the morning 4. Organisational Professionalism and Emotional Surprise Quality Small surprising activities add value to the customer experience and build a strong bond with the company thanks to their emotional impact.

12 Delighting customers requires excellence across all organisational boundaries COPLANING strategically collaborates with its partners to synchronise, streamline and improve business processes It is direct involved in solving suppliers and partners problems Suppliers and partners frequently meet with COPLANING to discuss new ideas and innovative approaches 5. Pan Organisational Collaboration and Innovation COPLANING collaboration diagram: COPLANING integrates its activities with suppliers and partners; desire for excellence is stretched across internal units and outside organisational boundaries

13 Across the whole customer relationship life cycle, COPLANING operates with a one contact person strategy From the purchase, through installation, to the aftersales process, the customer can always contact the same sales person for enquires, complaints, or just to give feedback COPLANING uses its specifically designed CRM software to create customer profiles and relationship history which everyone in the organisation can access Sales employees are rewarded for both quality and quantity of their efforts 6. Customer Relationship Engagement and Management Trust is essential for COPLANING. It evolves over time and that s why COPLANING seeks honest relationships with its customers: Easy to understand project proposals, removing all technical jargon to keep the language clear and transparent Sales employees frequently interact with customers to find out if they are happy with the progress (during installation) and with the result (after installation) Detailed individual customer profiles are essential for COPLANING to understand the who they deal with better COPLANING developed a unique compensation system that rewards low operational failure rates, high customer satisfaction levels, and profit contribution

14 As a result of COPLANING s efforts, the company established strong and trustful relationships with their customers More than 55% of its new customers are generated through positive referrals from existing customers More than 70% of customers pay at least 80% of the house renovation costs voluntarily in advance 6. Customer Relationship Engagement and Management

15 Customer Communication COPLANING is an organisation designed to satisfy and delight its customers. The company aims to synchronise interactions and experiences across all its key touch points: through media, their showroom, sale processes, installation and aftersales processes, to create high levels of customer satisfaction.

16 Summary COPLANING goal is to delight all their current and potential customers. They achieve this by collaborating at all levels of the organisation and integrating all customer relationship processes. Employees, business partners and suppliers also benefit from this approach.

17 Equipping students for the World of Work EFQM Shares What Works EFQM is committed to help organisations drive improvement through the use of the EFQM Excellence Model, a comprehensive management framework used by over organisations in Europe. For the last 20 years, we manage the development of this Model, incorporating the experiences and learning from these organisations to ensure it reflects reality. To help you implement our Model, we provide training, assessment tools and recognition. But our real talent comes from gathering good practices and integrating those within our portfolio. EFQM, a not for profit membership Foundation, aims to share what works, through case studies, online seminars, working groups, conferences and thematic events. We nurture a network of world class organisations and their leaders who share our passion for business excellence. We believe that the EFQM Model is a common framework that helps us all to improve our businesses. Sharing our member s enthusiasm, their motivation and the results they achieve; that is what we work for at EFQM.

18 EFQM Avenue des Olympiades 2 5 th Floor B 1140 Brussels Belgium Tel : Fax : info@efqm.org EFQM would like to acknowledge Armin Leinen from Coplaning for his contribution to prepare this publication. EFQM 2012 No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means (be this electronically, mechanically, through photocopy, or recording or otherwise) without either the prior written permission of, or a licence permitting restricted copying, and use for a third party, from the publisher.