Mbinkar Fomunyuy is Customer Service Consultant & Master Trainer. CCSP, AMABE, MBA. He is the CEO at Institute of Customer Service Cameroon and Cameroon’s Country Representative for American Certification Institute (ACI), USA.
Today, Mbinkar will share with us his latest invention, a Customer Experience Solution christened
Mbinkar’s Customer Success Model
There are many different ways of implementing customer experience solutions. Many theories on loyalty, churn, and different aspects of the customer journey, but CEOs and Heads of Customer Service Units still cannot have a clearly defined step by step procedure of implementing and achieving customer success.
The institute of Customer Service Cameroon has developed a unique model that permits to achieve customer success in any organization. This model stands on three pillars:
- Detect: Customer Experience Audit
- Correct: Customer Success training
- Control: Customer Feedback Systems
This model defines a path through the different periods of the customer Journey. Contrary to existing ways of handling customers, this model integrates both the Internal Customer (Employees) and the External Customers and creates a unique path to achieving customer Success.
Management needs to start with performing a Customer Service Audit: This should preferably be done by a third party firm.
This Audit in itself has different aspects, looking at all contact points the customers have with the company (Touchpoints), reviewing the procedures and operations ( Processes) as well as looking into the working environment which usually has very little things which could have a very negative effect on the client (Coffee stains).
One key tool that should be used in this process is a Customer Experience Psychometric test and the ICS Audit checklist. This audit will reveal a lot of information that will enable the second phase.
Once an effective customer Experience Audit has been made, a training needs assessment can be done and a training done to onboard the internal customers (employees). This second phase requires the active involvement of the HR teams.
The training must be able to cover 3 main parts: handling service attitude, mastering how to use positive language towards customers and how to handle difficult customers.
The ICS Training manual would be a vital tool. Also, the issues relative to employee satisfaction are handled at this level. Once the team has been set on the right attitude, it will be time to collect feedback.
Management must note that investments on the third phase would depend on the size of the firm, the complexity of current customer experience issues (as demonstrated in the Audit) and sector of activity.
Control will involve starting a new journey for all new clients through the 90 days onboarding, continues feedback through the NPS (Net promoter score, moderated to cultural differences), and use of data analytics (for companies capable of obtaining the technology) or a CRM (Customer relationship management system).
It can thus clearly be seen that Customer Success requires an active involvement of all executives from CEO, through HR department, down to Customer Service and marketing departments. Achieving Customer success is not an accidental result.
It is a well calculated, well planned and carefully implemented strategy. It requires an active investment into building a positive customer-centric culture in the organization.
Today we talk of customer Success, mastering the customer entirely and accompanying them throughout their consumption journey. It requires the input of experts if the company does not have the technical know-how to manage the project.
All products can be replicated, but a winning customer centric team is difficult to replicate. We are launching a new era, one in which the customer becomes the physical part of the company’s brand.
If you want to implement the Mbinkar’s Customer Success Model in your company, contact him at