“Together, we rediscover (customer) experience.”

Alexander Brenk – Senior Global Experience Improvement Manager.

Experience Improvement – A sustainable approach, creating customer ambassadors.

Let’s start a conversation about how I redefine the term “Customer Experience “and how together, we will create value by successfully implementing improvement initiatives and thereby sustainably evolving your (customer’s)* experience. It is more than customer feedback, related projects, or a process. It is a data-based and initiative-driven construct rooted in the organizational culture and processes, based on a holistic view of the interrelation between an identity and an organization. I provide a unique improvement framework that can seamlessly be adapted to your context.

 *Read more on why the word customer is in “()” in the FAQ section here

SERVICES.

The following is a portfolio of initiatives, which I designed and implemented along critical touchpoints and throughout previous projects. They are the framework of the way I work, my methodology and structure. This includes B2B as well as B2C, which I don’t differenciate as per my B2I approach (reade more below).

(Customer) Experience Enablement

Empowering organizations to deliver seamless experiences that align with their brand vision and customer expectations. 

    • My approach begins by creating a clear focus and comprehensive understanding of the customer journey, encompassing every touchpoint, employee engagement, and the underlying processes.

    • This holistic view builds the foundation for developing an action portfolio in close collaboration with key stakeholders and process owners. To ensure alignment and credibility, an active involvement of the external customers throughout the process is key.

    • Once the improvement concepts are aligned with the processes, the focus is set on enabling employees and participants. This involves early engagement of power users and key employees, while being mindful of time and resource constraints. Workshops and ownership facilitation are key to empowering participants to deliver the planned experience improvements effectively and efficiently."

A different approach of the customer

Achieving seamless, sustainable, and ultimately successful (Customer) Experiences requires a clear understanding of the fundamental building blocks.

    • While it's common to associate the term “Customer” in Customer Experience with the end-consumer, I believe this perspective often overlooks an equally critical aspect: internal customers, or employees who play a vital role in shaping the customer experience by ensuring smooth and sustainable processes. Recognizing and nurturing internal customers unlocks a world of untapped value and potential for organizations to thrive with.

B2I - Business to Identity approach

The B2I (Business to Identity) approach shifts the traditional separation of B2B and B2C by focusing on the identity of a customer as a whole.

    • While the business context remains relevant, B2I recognizes that a customer's experiences and expectations, shaped by their daily routine and personal and professional interactions, form their unique identity. By understanding this holistic identity, businesses can deliver tailored experiences that resonate with their customers on a deeper level.

SASCI

SASCI is the short form of Seamless and Sustainable Customer Interactions. A program which I created to sustainably anchor the framework into the organization.

    • It fosters organizational alignment, provides news updates, facilitates regular, structured exchanges, and serves as a platform for collaboration on improvement initiatives. All relevant stakeholders on a global management level, global decision makers and essential internal KOLs are actively involved in this program.

    • Legacy structures and communication barriers, can lead to a bumpy start. A continuous dialogue will pave the way for a unified direction. The meticulous preparation with a specific and aligned selection of relevant participants of these meetings underscores the importance and respect for the valuable time of each participant. This ensures credibility and the needed involvement to move forward.

Organizational Culture

The success of a concept is built on the support within an organization. This extends mere approval; it requires active engagement and open communication.

    • Recognizing the profound impact of culture and the people who embody it, I position myself as both an enabler and a representative, fostering a collaborative environment. My proven ability to thrive in remote settings, having successfully collaborated with and worked in global teams for over four years, underscores my commitment to the transformative power and understanding of organizational culture.The success of any change strategy is directly linked to the organization's culture. While the evolving definition of "the customer" is often already embedded in organizational thinking, I challenge a broader perspective, elevating a different approach of the customer and the significance of the culture to unlock the full potential.

XI-Pulse

XI-Pulse stands for Experience Improvement Pulse, reflecting its role in keeping a finger on the pulse of the improvement initiative.

    • While SASCI involves a select group of key stakeholders, XI-Pulse extends the reach to every team involved in the improvement initiative, whether directly or indirectly affected. By establishing a global communication format, I have ensured that everyone stays informed and engaged with the latest developments and progress.
      Leveraging a diverse range of communication channels, including classic tools like newsletters, internal Teams groups, and intranet pages, XI-Pulse delivers engaging content that resonates with the target audience. Recognizing the evolving media landscape, I have incorporated contemporary elements like video messages, shout-outs, and Vlog-style videos to share updates from customer on-site visits, provide initiative status updates, and explain complex structures in a relatable and accessible manner.
      This multifaceted approach has dramatically increased engagement among the relevant internal target group. By effectively communicating the program's impact and value, XI-Pulse has played a leading role in driving organizational alignment and achieving the overall objectives of the improvement initiative. Its success demonstrates the power of strategic communication in aligning teams, driving change, and achieving organizational goals.

Data models

A close collaboration with data scientists is crucial to embed the data, improvements, and their impact into the organization's processes.

    • Every aspect of the (Customer) Experience Improvement framework is anchored in two fundamental pillars of my work: My intrinsic motivation to drive continuous improvement and the power of a standardized, robust, and trustworthy dataset.
      To establish a consistent baseline, a standardized, global customer CSAT (Customer Satisfaction Score) structure is implemented. This structure, based on critical touchpoints, empowers the organization to analyze the data, formulate clear guidelines, anticipate changes, address existing pain points, and evaluate the success of initiatives. This empowers global managers to make informed decisions rather than relying on guesswork.
      The quantitative data generated from this structure serves as the primary driver of the (Customer) Experience Enablement framework. It is enriched with qualitative insights from direct customer interviews, customer roundtables, and the internal, organizational perspectives of employees, decision-makers, and managers, providing a comprehensive view of the customer experience.
      This data-driven approach allows to identify gaps, prioritize improvement efforts, and measure the impact of initiatives.
      The synergistic partnership between data scientists and experience professionals ensures that data is not merely collected but effectively analyzed and translated into actionable insights that drive organizational change.
      This collaboration is essential for embedding a data-driven culture within the organization, fostering a culture of continuous improvement that ultimately benefits both customers and the organization's overall success.

Salesforce

Salesforce is a powerful tool to improve customer experience by streamlining processes, centralizing customer data, and enabling communication.

    • It provides a single source of truth for all customer interactions, helping businesses understand their customers' needs better and deliver exceptional experiences.With the majority of customer facing communication and relevant data being stored in Salesforce, using this tool helped to create a unified customer view and data-driven insights. I gained a deep understanding of the structure.

Global remote work

My belief in collaboration, continuous improvement, and empathy has enabled me to build strong connections and thrive in remote environments.

    • With the success of a concept being built on the support within an organization, I have cultivated a strong network rooted in my deep belief in the power of collaboration. This structure is continuously being tested and evolves due to various characters, moods, difficult situations, as well as different cultures all over the world. I integrate these learnings with my intrinsic drive for continuous improvement, genuine curiosity, and strong focus on self-reflection and empathy.
      My ability to thrive in remote settings for over four years has not only been a sign of success but has also strengthened the trait which I can apply to remote and on-site environments. My intrinsic motivation plays an important part in the creation of this trait, which allows me to connect fast and most importantly authentically.

Brand Management

Brand Management aligns with my analytical and process-driven approach, complemented by my branding and design expertise, fostering a holistic perspective.

    • I've actively participated in the creation, maintenance, and optimization of various brands, shaping their future. The overarching objective is to establish a sustainable and recognizable brand that customers trust.

Branding/Design

Branding and design are powerful elements within the (Customer) Experience Improvement and Brand Management cosmos and the visual representation of a brand or an organization.

    • My background in Visual Communication and Brand Management, coupled with my intrinsic fascination of contemporary aesthetics enable me to translate complex and rational messages into easily digestible, engaging narratives. These two are key characteristics of success in achieving sustainable change and improvement strongly depends on securing buy-in from the organization, process owners, and -participants.

E-Commerce

Working with platforms like Squarepsace and Shopify added the perspective of the foundational principles governing the structure, processes, and seamless integration of an online store within the broader supply chain ecosystem.

    • This knowledge empowers me with a more holistic understanding of the customer experience journey, particularly enabling me to identify and enhance critical customer touchpoints from a practical, hands-on perspective.

To get access to a more detailed look into each of these methods, please contact me.

All graphics on this website are created by myself.