ICD Behavioural Model
In an ideal world, everyone in your organisation would understand how they impact upon the organisational culture. A culture evolves over time and the role of leaders and managers in this evolution is as vital as the specific behaviours of customer facing staff in ensuring a consistently good customer experience.
The ICD customer behavioural model is specifically used to optimise the roles and behaviours of employees responsible for delivering the customer experience. It can be adapted to any environment be it business to business, or business to consumer. Through a process of scoring in three fundamental areas of behaviour, the model can be applied to roles at various levels of responsibility in an organisation to identify the specific skills and behaviours that lead to successful customer retention, relationship satisfaction and ultimately effective customer development.
Customer Led
Developed through examining various industries, crucially with customer input central to its evolution, the model dovetails neatly into existing development or competency frameworks which may already exist within the organisation.
The ICD Customer Behavioural Model can be used to test customers' requirements and preferences on an ongoing basis ensuring that the customer experience i.e. how staff act and treat customers, stays pace with changing customer expectations. This helps to ensure that the right individuals are recruited and that subsequent training is targeted, specific and enables excellence. This is achieveable simply because the company's customers have prioritised the key competencies and job requirements of staff with whom they will interact.
Benchmarking
The Model can be used to develop a benchmarking system to measure staff performance on an ongoingbasis. This information can then be used to determine employee coaching and training requirements over time.
Summary
The ICD Customer Behavioural Model ensures that an individual's role requirements are customer shaped, that the right individuals are recruited to the right role and that the training they are given is specific enough but can be adapted to a changing environment. Utilising the ICD Customer Behavioural Model yields a sound return on investment by tailoring delivery processes exactly to customer needs and hence drviing up satisfaction.
Read more about this topic here