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The 12-point customer engagement model: New thinking on gathering, monitoring and acting on customer feedback to optimise customer operations
Journal of Brand Strategy,
2
(2),
146-154
(2013)
Abstract
This paper describes a proven customer engagement methodology that can be utilised cross-industry, sector and geography. The paper strips the question of customer experience right back to the basics: Why should I gather customer feedback? What are the best methods? How will this add value? How can I automate customer feedback while ensuring that appropriate ownership of key customer issues takes place? How can I redesign processes or create new products and services around the key moments of truth for my customers? In short, the paper will provide the necessary tools and checkpoints to establish a sustainable customer experience philosophy, platform and structure that will leave a long-lasting legacy in your organisation.
Keywords: customer; feedback; customer engagement; customer experience; communication; design principles; usability; customer user testing
The full article is available to subscribers to the journal.
Author's Biography
Ravi Bhalla joined Barclays in 2009 as a customer experience manager in digital banking. As a customer experience manager, Ravi founded and created the bi-monthly Barclays Online Banking Newsletter, which has become an integral part of Barclays’ social media strategy. Subsequently Ravi undertook a role as a senior strategy and planning manager within the retail bank, where he was able to take his customer experience and lean six sigma methodology, and lead on global strategic programmes for the bank. Ravi has recently made a transition from strategy to operations as Vice-President of Strategic Transformation, where he is responsible for overseeing the creation of world-class processes in mortgages, insurance and investments for Barclays customers through managing a team of onshore and offshore operational excellence managers and analysts. Ravi holds a BSc in business management from the University of East Anglia and an MA in management, economics and international relations from the University of St Andrews.
