In the last blog of this series, we chatted about the differences in perspectives on time for different managers. If managers understand each other better, they can build stronger relationships. And strong relationships can make (or break) the success of an organization. Now, let’s extend that conversation to include the customer.

Developing a strong relationship with the customer is crucial to repeated business (obvious, we know). Successful companies operate with an image of their customer in mind.  They think about the needs of the customer and how to satisfy those needs. Yet, this image can look slightly different at each level of management. To make the most out of company resources, it’s essential for on-site, regional, and corporate-level managers to clearly communicate their objectives.

So far, we’ve looked at how corporate, regional, and on-site managers of the same company can view their business differently. The same principle can be applied in how they view customer service:

Corporate-level Managers: The Big Picture

Since managers at the corporate-level are focused on the big picture, their customer focus is fixed on maintaining a uniform brand. They view the customer experience through the lens of customer-company interaction with a generalized view of customer experience.

Corporate-level managers use large demographic groupings, comprised of nameless individuals who share similar qualities, perspectives, and needs. This allows corporate-level managers to identify and develop a customer experience strategy to keep their business adaptable. They act with company-wide goals, development, and services in mind to meet the needs and desires of your market.

Regional Managers: Fitting the Pieces of the Puzzle

Once the strategy is developed, it’s passed on to the Regional level to set in place. Regional managers view the customer experience through the lens of their community. They’re responsible for determining how to integrate the corporate vision into their interaction with their community. Typically, all actions are reviewed for alignment with corporate strategy, while maintaining the unique needs of the local community.

The challenge of this approach to customer experience is the rules of the game can vary from place to place – especially if your district covers a wide geographic area. For global organizations, the regional manager’s role in customer service is incredibly difficult. They act as the liaisons between the corporate vision and the everyday customer, and it is their job to set guidelines for implementation that  take regional customs, laws, and norms into consideration.

On-Site Managers: The Face of the Frontlines

On-site managers act as the organization’s face on the frontline. The on-site manager is responsible for maintaining the organization’s image and enacting the real-life embodiment of its principles and values. They are directly responsible for the customer’s experience and making sure that each interaction aligns with the organization’s expressed goals, vision and experience for a lasting connection.

With customer loyalty hinging on the direct experience of each individual, on-site managers view their interaction through a personal lens. In addition to providing a great customer experience, they’re also responsible for gathering customer feedback for regional managers.

With so many moving parts, each with their own unique goals and view of the market, maintaining strong communication is the key to ensuring the smooth operation of your organization. Each level of management plays a unique and valuable role in maintaining positive customer perception, and improving the customer experience.

Taking the time to develop proactive, productive, and open communication will only help your multi-level enterprise achieve its goals. The use of a comprehensive Store Relationship Management (SRM) solution like CoEFFICIENT® by Square Root can help streamline the process by providing all-levels of management with access to the information, data, and insights they need for effective communication.

SRM technology offers centralized tracking—supporting interaction between managers at the corporate, regional, and locational levels. It enables clear and effective communication of organizational needs, expectations, and performance to enable the creation of a data-driven strategy. Management teams can share both performance insight and customer feedback while empowering managers with the visibility they need to improve the customer experience.

Wondering if your organization might benefit from a Store Relationship Management platform? Find out more.


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