Exceptional Customer Experience: Finding a Way to Client’s Heart
New challenges arise in line with changing customer expectations. How can outdated business models be revitalised to uphold a high standard of satisfaction?
- On: December 19, 2023
Roberta Passerini
Global Head of Customer Omnichannel Engagement
How to inject new life into old business models?
Change the paradigm: instead of starting from top or bottom-line pressure, the company shall start from the customers. If you do so, you are forced to find innovative ways to solve the customers’ problems while keeping your “company house” in order. If you start from models created to increase revenue and decrease cost, chances are that you have limited options to manoeuvre.
How has customer behaviour been shifting during the past few years, and how have you adapted?
One of the key changes I see is about timing. Customers are now expecting a high level of service 24/7. Brand consistency and experience, now more than ever, need to be so across all channels and every minute of the day.
At Philips, we leverage a mix of digital and offline channels to reach our healthcare customers, and this complicated the matter for us at Philips. The way we adapted to the new trend was to plan ahead a multichannel engagement, so that customers would get one message regardless of the channel in use. Planning ahead, instead of letting different departments and channel owners decide independently (and at times at the last minute) which engagement to activate, was the key to success for us at Philips.
What obstacles to a good customer experience do you consider the most crucial to overcome?
Internal silos are, no doubt, the major roadblock to a good customer experience. To deliver a good customer experience not only all functions and products need to be aligned on the one customer-centric vision that sounds well on PowerPoint. Strategy — Plans and Rituals need to be aligned and executed around the customers.
At our 14th Annual Customer Experience Management Summit, Roberta Passerini, Head of Global Omnichannel Engagement at Philips will share her vision on “Customer-Centric Transformation: How to Make Audience-Based Thinking Work”.
The time is almost up — already on 4 – 5 October 2023 at MAXX by Steigenberger Hotel Vienna. We await the occasion with great anticipation!
Short Speaker BIO:
Roberta is the Global Head of Customer Omnichannel engagement at Philips. Roberta started her career in strategy consulting before moving into the corporate world, where she worked in innovation, marketing and strategy for both B2C and B2B businesses. Roberta led Global CRM and NPS Teams as well as Digital & Marketing Transformations at Philips.
Roberta values transparency, honesty and courage, and she is passionate about customer centricity and how companies must transform to truly keep customers at the heart of everything they do.
Roberta lives in Amsterdam with her husband Nikolas and her two children, Marco and Martina
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