How can companies manage customer expectations?
Business processes form the backbone of all businesses. “It is here that strategy meets action,” she says. The Wipro executive says business processes “are both an opportunity and a threat to establishing and sustaining competitive advantage.” A process-centric organization that focuses on CEM creates processes that go beyond the efficiency gains of process improvement. They proactively avoid failures like missed customer expectations before they occur. The Wipro executive says the proper processes “generate a high degree of customer loyalty, thereby securing the top line with a stable and expanding customer base.” She maintains customer expectation management needs to be the governing paradigm for customer-facing processes. Critical imperatives to consider include: Responsiveness: Paduvalli recommends designing all customer-facing and impacting processes from an “outside-in” view of the business. “The customer’s perspective makes processes responsive to customer expectations,” she say
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