MGMT630 Knowledge Management GDB Solution Spring 2014

SECI model involves knowledge creation and transformation. A more constructive platform is generated with the amalgamation of up-to-the-minute innovative technology and knowledge creation. Nonaka states SECI socialization as new knowledge creation by exchanging the existing tacit knowledge via reciprocal activities.

Question:

In your opinion, how does a customer-centric Socialization support a continuous Collaboration between customers and the organizational members?

Companies that want to create a more customer-centric culture must socialize customer focus among all employees. Socialization includes three sets of activities: Communicate the importance of customer-centricity, train employees to deliver the intended experience, and reinforce customer centricity with routines.

Communicate the importance of customer centricity. Effective communications programs share updates with employees about initiatives to reinforce customer focus, and highlight the importance of customer experience to the organization. As part of their customer-centric communication programs, companies should connect senior leaders with frontline employees, create and share customer experience principles, and ensure that all corporate communications reinforce customer focus.

Companies like Avis Budget Group and E-Trade focus on changing the tone and content of all corporate communications. To ensure consistent delivery of their customer-centric messages, Avis Budget Group consolidated responsibility for all operational communications to frontline workers in one team. On a weekly basis, the team shares customer success stories, as well as a quote from their president that helps to reinforce the customer-centric behaviors the company expects from frontline employees.

General Motors (GM) assigned leaders the task of explaining the new customer focus to their respective departments. Involving senior leaders in this way reinforced to all employees that customer centricity was now an organizational imperative.

Train employees to deliver the intended experience. Companies need to provide employees with training that highlights the importance of customer experience and connects it with job-specific competencies. That training should ground employees in customer experience fundamentals. Cleveland Clinic, for example, trained all 42,000 employees in their four patient experience principles. They followed that up with a video about empathy that showed the importance of treating patients and colleagues well.

Customer experience training should also integrate with existing programs for new hires, managers, and functional training for different parts of the organization. BMO Financial Group’s Institute for Learning and development team integrated an interactive version of its customer experience learning map into new hire orientation training (See Below). Its CX learning map is also a foundational part of the compulsory one-day customer experience program within its Leader Development program.

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