Luxembourg: The Six Characteristics Of Customer Champions

Last Updated: 16 October 2018
Article by Steffi Schenkewitz

Most Read Contributor in Luxembourg, October 2018

Here's a slightly different travelogue on Luxembourg: this summer, my colleagues and I travelled the country from east to west, from north to south, through tropical temperatures, in order to meet the customer champions identified by our KPMG Customer Experience Excellence Study 2018. Founders, CEOs, CMOs, CHROs, CXOs, and COOs of international and local brands opened their doors to us, and in their air-conditioned offices and shops we discussed the survey results, their reactions, and their newest customer strategies and projects.

In talking to these professionals—who represented family businesses and state-owned companies, banks and insurers, retailers and more—a couple of characteristics began to crystallise. Across industry, size, and maturity, companies that succeed in being customer-centric are doing it in much the same way.

Here are the six characteristics of customer champions:

1. A clearly defined and understood customer vision and strategy

In the words of the CEO of a Luxembourg family business, "Customer trust is gained in drops and lost in buckets." This is what drives him and his employees day in and day out. For him, customer engagement is the only true competitive advantage. To which end, his management teams analyse customer feedback, observe customer behaviour in stores, and use market research material to understand customer purchasing and experience requirements. It amounts to a great deal of time and money, but ultimately they can translate these customer insights into a service promise, with which they align employees around a single goal.

2. Timely and actionable customer insights

Some companies in Luxembourg have powerful, cutting-edge data and analytics tools, with which they sort customers based on behaviour and create more personalised offerings. One financial services firm in particular shares, with its brokers, a single client relationship management database for client contact, data, and insight capture. This allows for both a central source of information and richer personal interactions between broker and customer—which is their key to success. This organisation is also continuously improving customer experience from a B2B perspective, strengthening relationships with its distribution network via digital tools. This shows how the front office is getting closer to the group, enabling product designers, marketing teams, and back-office people to become aware of customer needs and behaviour.

3. Operational processes designed around customer experience

One of the COOs we spoke to was very much into customer centricity. Her team is currently reviewing and aligning their organisational structure and their processes through the lens of the customer. The company held internal workshops and focus groups to better understand customer behaviour, with selected customers joining on whom participants could test their assumptions. During these sessions, some company actions—previously thought to be helpful to customers—were shown to be just the opposite. As a result, the company could reallocate their resources on initiatives that really matter to customers.

4. An organisational structure that supports delivery of the strategy

We met many engaged CEOs, and observed how they communicate their expectations and kindle a culture of agility when it comes to customer service. It's all about breaking down silos, prioritising change management, and building cross-functional teams—all in the name of generating value for the customer.

At one company, these cross-functional teams included operational-side people, product developers, and sales managers. The teams have permanent seats in management meetings and are in direct reporting line to the Board. Ten years ago, perhaps even five years ago, such teams would have been considered fairly radical—but they appear to work wonders in generating a great approach to customer expectations.

5. The skill and motivation to deliver an experience

Getting employees to really champion customer experience is difficult—but we saw many firms get it right. One company, for example, has managed to instil its people, from production-side to service, with values of excellence, transparency, passion, and authenticity. The company, through customised and extensive training, works to ensure that employees see themselves as part of a team with clear career growth and a clear customer mission.

6. Tools and technology that enable an outstanding experience

Banks in Luxembourg are using digital technology to ease their customers' lives: they are ensuring that interactions happen at the right time, in the right way, and on the right channel. Mobile banking apps and web solutions are empowering customers to manage their budgets and cash flows, and to analyse and categorise their income streams. Behind such front-end tools is a holistic IT infrastructure with data management tools that use analytics to understand customer needs, intent, and behaviours.

Takeaway

As part of their focus on driving profitable growth, CEOs are keeping customers at the heart of their every move. They're asking themselves questions like: Where do we want our organisation to go? How will the future of our products and services look? What will be in next year's budget? What are our next customer engagement projects and priorities?

Shifting to a customer-centric mindset requires aligning people, processes, and technology. But how do you start? By assessing and understanding your current performance. Only with insights on your customers and their expectations will you be able to make concrete changes towards creating the perfect customer experience.

The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.

To print this article, all you need is to be registered on Mondaq.com.

Click to Login as an existing user or Register so you can print this article.

Authors
 
Some comments from our readers…
“The articles are extremely timely and highly applicable”
“I often find critical information not available elsewhere”
“As in-house counsel, Mondaq’s service is of great value”

Related Topics
 
Related Articles
 
Up-coming Events Search
Tools
Print
Font Size:
Translation
Channels
Mondaq on Twitter
 
Register for Access and our Free Biweekly Alert for
This service is completely free. Access 250,000 archived articles from 100+ countries and get a personalised email twice a week covering developments (and yes, our lawyers like to think you’ve read our Disclaimer).
 
Email Address
Company Name
Password
Confirm Password
Position
Mondaq Topics -- Select your Interests
 Accounting
 Anti-trust
 Commercial
 Compliance
 Consumer
 Criminal
 Employment
 Energy
 Environment
 Family
 Finance
 Government
 Healthcare
 Immigration
 Insolvency
 Insurance
 International
 IP
 Law Performance
 Law Practice
 Litigation
 Media & IT
 Privacy
 Real Estate
 Strategy
 Tax
 Technology
 Transport
 Wealth Mgt
Regions
Africa
Asia
Asia Pacific
Australasia
Canada
Caribbean
Europe
European Union
Latin America
Middle East
U.K.
United States
Worldwide Updates
Registration (you must scroll down to set your data preferences)

Mondaq Ltd requires you to register and provide information that personally identifies you, including your content preferences, for three primary purposes (full details of Mondaq’s use of your personal data can be found in our Privacy and Cookies Notice):

  • To allow you to personalize the Mondaq websites you are visiting to show content ("Content") relevant to your interests.
  • To enable features such as password reminder, news alerts, email a colleague, and linking from Mondaq (and its affiliate sites) to your website.
  • To produce demographic feedback for our content providers ("Contributors") who contribute Content for free for your use.

Mondaq hopes that our registered users will support us in maintaining our free to view business model by consenting to our use of your personal data as described below.

Mondaq has a "free to view" business model. Our services are paid for by Contributors in exchange for Mondaq providing them with access to information about who accesses their content. Once personal data is transferred to our Contributors they become a data controller of this personal data. They use it to measure the response that their articles are receiving, as a form of market research. They may also use it to provide Mondaq users with information about their products and services.

Details of each Contributor to which your personal data will be transferred is clearly stated within the Content that you access. For full details of how this Contributor will use your personal data, you should review the Contributor’s own Privacy Notice.

Please indicate your preference below:

Yes, I am happy to support Mondaq in maintaining its free to view business model by agreeing to allow Mondaq to share my personal data with Contributors whose Content I access
No, I do not want Mondaq to share my personal data with Contributors

Also please let us know whether you are happy to receive communications promoting products and services offered by Mondaq:

Yes, I am happy to received promotional communications from Mondaq
No, please do not send me promotional communications from Mondaq
Terms & Conditions

Mondaq.com (the Website) is owned and managed by Mondaq Ltd (Mondaq). Mondaq grants you a non-exclusive, revocable licence to access the Website and associated services, such as the Mondaq News Alerts (Services), subject to and in consideration of your compliance with the following terms and conditions of use (Terms). Your use of the Website and/or Services constitutes your agreement to the Terms. Mondaq may terminate your use of the Website and Services if you are in breach of these Terms or if Mondaq decides to terminate the licence granted hereunder for any reason whatsoever.

Use of www.mondaq.com

To Use Mondaq.com you must be: eighteen (18) years old or over; legally capable of entering into binding contracts; and not in any way prohibited by the applicable law to enter into these Terms in the jurisdiction which you are currently located.

You may use the Website as an unregistered user, however, you are required to register as a user if you wish to read the full text of the Content or to receive the Services.

You may not modify, publish, transmit, transfer or sell, reproduce, create derivative works from, distribute, perform, link, display, or in any way exploit any of the Content, in whole or in part, except as expressly permitted in these Terms or with the prior written consent of Mondaq. You may not use electronic or other means to extract details or information from the Content. Nor shall you extract information about users or Contributors in order to offer them any services or products.

In your use of the Website and/or Services you shall: comply with all applicable laws, regulations, directives and legislations which apply to your Use of the Website and/or Services in whatever country you are physically located including without limitation any and all consumer law, export control laws and regulations; provide to us true, correct and accurate information and promptly inform us in the event that any information that you have provided to us changes or becomes inaccurate; notify Mondaq immediately of any circumstances where you have reason to believe that any Intellectual Property Rights or any other rights of any third party may have been infringed; co-operate with reasonable security or other checks or requests for information made by Mondaq from time to time; and at all times be fully liable for the breach of any of these Terms by a third party using your login details to access the Website and/or Services

however, you shall not: do anything likely to impair, interfere with or damage or cause harm or distress to any persons, or the network; do anything that will infringe any Intellectual Property Rights or other rights of Mondaq or any third party; or use the Website, Services and/or Content otherwise than in accordance with these Terms; use any trade marks or service marks of Mondaq or the Contributors, or do anything which may be seen to take unfair advantage of the reputation and goodwill of Mondaq or the Contributors, or the Website, Services and/or Content.

Mondaq reserves the right, in its sole discretion, to take any action that it deems necessary and appropriate in the event it considers that there is a breach or threatened breach of the Terms.

Mondaq’s Rights and Obligations

Unless otherwise expressly set out to the contrary, nothing in these Terms shall serve to transfer from Mondaq to you, any Intellectual Property Rights owned by and/or licensed to Mondaq and all rights, title and interest in and to such Intellectual Property Rights will remain exclusively with Mondaq and/or its licensors.

Mondaq shall use its reasonable endeavours to make the Website and Services available to you at all times, but we cannot guarantee an uninterrupted and fault free service.

Mondaq reserves the right to make changes to the services and/or the Website or part thereof, from time to time, and we may add, remove, modify and/or vary any elements of features and functionalities of the Website or the services.

Mondaq also reserves the right from time to time to monitor your Use of the Website and/or services.

Disclaimer

The Content is general information only. It is not intended to constitute legal advice or seek to be the complete and comprehensive statement of the law, nor is it intended to address your specific requirements or provide advice on which reliance should be placed. Mondaq and/or its Contributors and other suppliers make no representations about the suitability of the information contained in the Content for any purpose. All Content provided "as is" without warranty of any kind. Mondaq and/or its Contributors and other suppliers hereby exclude and disclaim all representations, warranties or guarantees with regard to the Content, including all implied warranties and conditions of merchantability, fitness for a particular purpose, title and non-infringement. To the maximum extent permitted by law, Mondaq expressly excludes all representations, warranties, obligations, and liabilities arising out of or in connection with all Content. In no event shall Mondaq and/or its respective suppliers be liable for any special, indirect or consequential damages or any damages whatsoever resulting from loss of use, data or profits, whether in an action of contract, negligence or other tortious action, arising out of or in connection with the use of the Content or performance of Mondaq’s Services.

General

Mondaq may alter or amend these Terms by amending them on the Website. By continuing to Use the Services and/or the Website after such amendment, you will be deemed to have accepted any amendment to these Terms.

These Terms shall be governed by and construed in accordance with the laws of England and Wales and you irrevocably submit to the exclusive jurisdiction of the courts of England and Wales to settle any dispute which may arise out of or in connection with these Terms. If you live outside the United Kingdom, English law shall apply only to the extent that English law shall not deprive you of any legal protection accorded in accordance with the law of the place where you are habitually resident ("Local Law"). In the event English law deprives you of any legal protection which is accorded to you under Local Law, then these terms shall be governed by Local Law and any dispute or claim arising out of or in connection with these Terms shall be subject to the non-exclusive jurisdiction of the courts where you are habitually resident.

You may print and keep a copy of these Terms, which form the entire agreement between you and Mondaq and supersede any other communications or advertising in respect of the Service and/or the Website.

No delay in exercising or non-exercise by you and/or Mondaq of any of its rights under or in connection with these Terms shall operate as a waiver or release of each of your or Mondaq’s right. Rather, any such waiver or release must be specifically granted in writing signed by the party granting it.

If any part of these Terms is held unenforceable, that part shall be enforced to the maximum extent permissible so as to give effect to the intent of the parties, and the Terms shall continue in full force and effect.

Mondaq shall not incur any liability to you on account of any loss or damage resulting from any delay or failure to perform all or any part of these Terms if such delay or failure is caused, in whole or in part, by events, occurrences, or causes beyond the control of Mondaq. Such events, occurrences or causes will include, without limitation, acts of God, strikes, lockouts, server and network failure, riots, acts of war, earthquakes, fire and explosions.

By clicking Register you state you have read and agree to our Terms and Conditions