Customer-centric behaviours for the future - Dynamic prioritisation

by Marty Nicholas

Due to changing customer expectations and pressures to lower the cost to sell and serve, buying interactions are moving more and more into the digital realm. Equipped with better data intelligence than before, the frontline is now able to make informed decisions about where to allocate and prioritise their time. This means that it’s vital for customer-facing teams to intentionally focus on the activities that add the most value – to both the customer and the organisation – for the highest return on human capital investment.

Why is dynamic prioritisation an important frontline behaviour?

Recently, there’s been a shift in the frontline from moving through a list of actions sequentially, to constantly prioritising their activities based on opportunity value and customer buying dynamics. This ability to dynamically prioritise is critical in a world where customer activities are moving increasingly to digital environments – the frontline must use available data to make informed decisions about where to best allocate their time. This data may include detail on characteristics of a customer, such as their overall service experience, likely buying behaviour, interaction channels of choice and current or potential customer value.

Blackdot has observed successful frontline teams exhibiting the following behaviours when demonstrating Dynamic Prioritisation effectively.

What does good look like for the frontline?

Prioritises tasks that create value and opportunity

The frontline’s ability to prioritise opportunities is core to their success – it requires the ability know where to invest their time, which opportunities to progress, where the most valuable prospects are and when to downgrade an opportunity. The frontline of the future will need the skills to consistently develop, execute and refine key account plans and actively manage the quantity and quality of opportunities at each pipeline stage. This includes actively disqualifying or downgrading an opportunity based on unfavourite information, ensuring they are prioritising tasks that create the most value and opportunity for the organisation.
2. Balances both customer needs and business interests

Frontline teams with sound commercial awareness have a thorough understanding of the organisation’s needs and are able to make well-informed decisions on how competing priorities could undermine the customer experience. This skill is demonstrated by systematically prioritising targets based on potential and strategic value. Frontline teams with a strong commercial awareness can frame solutions against a significant customer opportunity or challenge more clearly, while still maintaining a focus on the customer agenda.
3. Adapts plans to the changing external and internal environment

In an era of constantly evolving technologies, it’s essential for the frontline to be able to read and act on signals to changes in the external and internal environment and adapt their plans accordingly. Having an adaptable focus enables the frontline to understand the competitor landscape more intimately and use this knowledge to adjust to changing buyer behaviour. The frontline needs to be flexible in adapting plans to potential shifts in organisational strategy and know how to change course to modify their approach to best respond to customer needs.

What’s next?

Upskilling frontline teams to be able to dynamically direct and prioritise their activities to those of most value is critical for businesses to maintain a competitive advantage. This requires an investment in the above behaviours to upskill frontline teams, so they can learn to dynamically prioritise their tasks and adapt to their environment, while balancing the needs of the business.
Our next blog will explore the fourth customer centric behaviour, Customer Journey Progression – guiding customers through the increasingly complex choices they face.
This was the third post in our blog series, The 7 Key Customer-Centric Behaviours. Our previous blogs explored Customer & Buyer Understanding – having a deep understanding of customers to tailor approach and offerings accordingly for each segment and persona, and Data & Digital Literacy – translating data into relevant insights and executing on these insights in a meaningful way.
7-Behaviours-blog-diagram.jpgWe’ve unearthed these seven key customer-centric behaviours for frontline teams in our work helping organisations transform their people to better support digital go-to-market models. These behaviours are critical for frontline teams to equip themselves with when operating in the context of a digitally empowered, customer-led environment.

Does your frontline have the right mindset & capabilities to keep up with today's customer? Download our whitepaper to find out.