In the pursuit of enhancing customer experiences (CX) within the consumer packaged goods (CPG) realm, Nigel Tordoff established the CPG Experience Council. Armed with three decades of industry expertise, Nigel now serves as the Council’s Chairman, fervently seeking to enlist individuals with a shared zeal to leave a mark on the trade.
Recently featured on The Account Experience Podcast hosted by Adam Dorrell, Co-Founder, and CEO of CustomerGauge, Nigel delved into the intricacies of kickstarting remarkable CX in CPG.
Central to their discourse was the concept of CLiCS, an acronym serving as the cornerstone for any triumphant program.
What Does CLiCS Stand For?
The core vision of the CPG Experience Council revolves around the sharing and development of best practices and data, aiming to nurture competitive customer experiences that lead to victories for brand owners, customers, and consumers.
To commence this transformative journey, Nigel and Adam devised a guiding North Star philosophy that encapsulates the myriad elements essential for crafting a top-tier CPG experience program.
This is where CLiCS steps into the spotlight.
- Catalyst
This serves as the genesis, involving the compilation of your narrative with a meticulously outlined plan. Prioritizing the customer across the entire organization and early investments in CX are emphasized as imperative. As Nigel aptly puts it, “Everything starts with your first step.”
- Leadership
Integrating the customer into the organizational values is pivotal. This process commences by establishing customer advocates within the business, implementing training and capability processes, and setting robust targets.
- Interconnect
The seamless connection of all constituent parts is non-negotiable. This encompasses intricate tasks such as customer journey mapping, operational planning, utilization of data and capture tools, and the precision of honing in on a unified view of the customer.
- Curiosity
The art of asking ‘why’ before the customer does is fundamental to deciphering customer behavior. Successful businesses achieve this by instilling multifunctional teams, measuring Voice of the Customer (VoC) metrics, and adopting frequent surveying practices (CustomerGauge recommends a best practice of 4 times a year).
- Surpass
The commitment to continually exceed customer expectations is the final pillar. This involves swift closure of the feedback loop within 24-48 hours, prompt resolution of issues, and active engagement of upper management. The key message is that feedback should not be confined to a single organizational level.
Leveraging Nigel’s extensive field experience, he empathizes with the challenges of initiating a CX program from scratch, prompting a detailed exploration of the CLiCS acronym to guide aspiring practitioners.
The CPG Experience Council’s core vision is to share best practices and data, fostering competitive customer experiences that benefit brand owners, customers, and consumers alike. At the heart of this vision lies CLiCS, representing Catalyst, Leadership, Interconnect, Curiosity, and Surpass.
Catalyst: Igniting the CX Fire
Nigel stresses the importance of a catalyst, a driving force with a passion to initiate change. He shares a poignant story from his beer sector days, where a simple revelation about glue on packaging led to a transformative solution. A catalyst, coupled with a detailed plan and a customer-centric focus, lays the foundation for a successful CX program.
Leadership: Every Leader Must Be Bought-In
Adam recounts a powerful anecdote involving the CEO of a logistics giant, who quarterly delved into customer feedback, calling up customers personally. This not only motivated the workforce but reassured customers that their voices were heard. Nigel emphasizes that actions, not just words, define leadership in CX.
Interconnect: Connecting Every Wire
Interconnectivity is the glue that binds the organization together. Nigel and Adam advocate for teamwork and suggest leveraging technology to enhance processes, but only after the foundational elements are in place.
Curiosity: Understanding the Customer’s Mind
The fire of a customer experience program begins with a spark of curiosity. Nigel advocates for engaging with frontline employees who possess invaluable insights. Uncover the last 10% of customer insight to truly impress and understand customers.
Surpass: Going Beyond Expectations
Drawing from personal experiences, the blog emphasizes the impact of exceptional and terrible customer experiences. The choice is clear: stand out positively or risk harming the brand’s reputation. Continuous improvement based on customer feedback is the key.
Setting Industry Standards with the CPG Experience Council
A world-class CPG B2B CX program emerges when fueled by a passionate catalyst, unwavering leadership, organizational interconnectivity, customer curiosity, and a commitment to surpassing expectations. The blog concludes with an invitation to join the CPG Experience Council, offering a platform for professionals to make a difference in the industry.
👋 Are you ready to revolutionize the CPG trade?
In the face of challenges, the CPG Experience Council sees opportunities to solve issues in this loyal yet fragmented channel. Apply today to become a part of this transformative journey.
P.S. Positions in the CPG Experience Council are open to individuals with roles such as Customer Officer, Sales Process Director, Head of Customer Capability, Head of Sales Enablement, and more!
The CPG Experience Council’s core vision is to share best practices and data, fostering competitive customer experiences that benefit brand owners, customers, and consumers alike. At the heart of this vision lies CLiCS, representing Catalyst, Leadership, Interconnect, Curiosity, and Surpass.
Catalyst: Igniting the CX Fire
Nigel stresses the importance of a catalyst, a driving force with a passion to initiate change. He shares a poignant story from his beer sector days, where a simple revelation about glue on packaging led to a transformative solution. A catalyst, coupled with a detailed plan and a customer-centric focus, lays the foundation for a successful CX program.
Leadership: Every Leader Must Be Bought-In
Adam recounts a powerful anecdote involving the CEO of a logistics giant, who quarterly delved into customer feedback, calling up customers personally. This not only motivated the workforce but reassured customers that their voices were heard. Nigel emphasizes that actions, not just words, define leadership in CX.
Interconnect: Connecting Every Wire
Interconnectivity is the glue that binds the organization together. Nigel and Adam advocate for teamwork and suggest leveraging technology to enhance processes, but only after the foundational elements are in place.
Curiosity: Understanding the Customer’s Mind
The fire of a customer experience program begins with a spark of curiosity. Nigel advocates for engaging with frontline employees who possess invaluable insights. Uncover the last 10% of customer insight to truly impress and understand customers.
Surpass: Going Beyond Expectations
Drawing from personal experiences, the blog emphasizes the impact of exceptional and terrible customer experiences. The choice is clear: stand out positively or risk harming the brand’s reputation. Continuous improvement based on customer feedback is the key.
Setting Industry Standards with the CPG Experience Council
A world-class CPG B2B CX program emerges when fueled by a passionate catalyst, unwavering leadership, organizational interconnectivity, customer curiosity, and a commitment to surpassing expectations.
👋 Are you ready to revolutionize the CPG trade?
In the face of challenges, the CPG Experience Council sees opportunities to solve issues in this loyal yet fragmented channel. Apply today to become a part of this transformative journey!
P.S. Individuals who join the Council often work in roles such as Chief Customer Officer, Sales Process Director, Head of Customer Capability, Head of Sales Enablement, and more!
