At a meeting last week for the investor community, Target Corporation Chairman and CEO Brian Cornell and members of his leadership team presented plans intended to transform the retailer's business.
The retailer's strategy for differentiation includes engineering an omnichannel, guest-centric shopping experience with mobile serving as the gateway to all of Target. The retailer will also build a guest-focused leadership team and tailor its offerings by demographics, climate, location, and other guest-led factors driving merchandising decisions.
Other retailers also recently announced moves intended to improve the customer experience. Wal-Mart and TJX (the parent company of TJ Maxx and Marshall's) for instance, announced plans for pay increases to their frontline workers in an effort to boost employee retention and ultimately improve the customer experience.
While these companies and others like them have made recent proclamations about investing in customer experience processes and strategies, building a customer-centric business isn't like flipping a switch. Established processes and attitudes sometimes act as barriers to that shift, even if everyone generally agrees on the company's new direction.
Our 2015 Gartner & 1to1 Media Customer Experience Excellence Awards program aims to highlight the organizations that have mastered the critical steps to becoming customer centric. These companies have envisioned a better customer experience, have overcome the barriers to execution, and have delivered the results that matter for the organization, shareholders, and customers.
The call for entries for this year's awards is open. We've changed the name of the program from "CRM Excellence" to "Customer Experience Excellence" in an effort to highlight the companies investing in more enterprisewide initiatives that span multiple channels and departments. We've also introduced four new categories that will replace the previous ones.
In the "Transformational Customer Experience" category, companies must demonstrate how they transformed into customer-centric organizations by focusing on all touch points and all aspects of the customer experience; in "Innovation in Customer Acquisition" companies must show how they found new ways of engaging prospects and customers using multiple communication channels; "Innovation in Service Excellence" aims to demonstrate how employees are providing targeted service engagement across all possible channels; and "Innovation in Customer Insights" will highlight companies that can demonstrate how they they identified new business opportunities and reinvented themselves by listening to customers from a variety of touch points.
The deadline for the 2015 Gartner & 1to1 Media Customer Experience Excellence Awards is April 3rd. Don't miss out on your chance to highlight your company's customer experience achievements. Access a nomination form here.