From the course: Customer Service Strategy (2018)

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Shape the customer access strategy

Shape the customer access strategy

From the course: Customer Service Strategy (2018)

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Shape the customer access strategy

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- Whether you're a one person building contractor, a technology start-up, a government agency, or a global airline, you need a customer access strategy that defines how your organization will interact with customers. This is the second step in the strategic planning process. I define customer access strategy this way, it's a framework, a set of standards, guidelines, and processes describing the means by which customers receive or are enabled to access the information, services, and expertise that they need. An effective customer access strategy has 10 components. And your goal here is to define what they should look like in order to support your vision. First, customer segments. In large organizations this is typically defined along with marketing and that summarizes how customers are logically segmented. For example, insurance companies will identify segments by the policies needed, where customers are located, and so forth. Even the smallest organizations have segments to consider.…

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