Since 2017, Greenchoice has consistently ranked at the top in the research for the Most Customer-Friendly Company in the Netherlands. However, there is still room for improvement, says Sirikit Huibers of Greenchoice. She is leading the customer experience journey that embeds data-driven customer friendliness organization-wide.
In early 2022, Sirikit Huibers started as the Customer Experience Lead at Greenchoice. “What was new for Greenchoice was that customer experience (CX) became a topic and journey for the entire organization. It was not just confined to the teams and employees with customer contact but was strategically positioned as a central and prominent part of the company. The goal is to become proactively and systematically customer-centric.”
A common language for customers and customer-centricity
Customer-centricity is ingrained in Greenchoice, and a lot of customer data has already been collected. However, there was not yet a unified language for discussing customers, customer-centricity, and the customer journey. “One of the first tasks was to consolidate customer feedback data from across the organization, streamline it, and translate it into consistent insights. With CX specialist Underlined, we built the CX Insights Framework, where data sources converge, data is enriched, and dashboards make the data understandable. This, along with the components of customer profiles, customer research, and the customer journey framework, forms the foundation upon which we can further build.”