Eagle's Flight, Guelph, ON Canada

Gold Stevie Award Winner 2012, Click to Enter The 2014 American Business Awards

Company: Eagle's Flight, Guelph, ON Canada
Company Description: For the past 25 years Eagle’s Flight has been the trusted organizational learning provider for over 50% of Fortune 500 companies. Our proprietary method of experiential (learn-by-doing) learning is proven to deliver more consistent behavior change than other methods of training. Offerings include conference training events, culture change initiatives, leadership programs and measurement
Nomination Category: Products & Product Management Categories
Nomination Sub Category: Best New Product or Service of the Year - Business-to-Business Products

Nomination Title: Customer Centricity

Tell the story about this nominated product or service (up to 525 words). Describe its functions, features, benefits, and performance to date:

“Customer centric” is often confused with “customer service,” but they are very distinct concepts. Customer centricity requires an organization to align its objectives, policies, processes and products with the customer needs at every level. It is a fundamental shift in thinking that redefines the culture of an organization.

As consumers become more sophisticated, companies are looking to customer centricity to deliver their competitive advantage. In June 2013, Eagle’s Flight had an opportunity to fill a marketplace need by creating a customized training program focusing on customer centricity. The need was for training that could compel 9000 global employees to internalize, apply and sustain the concept of customer centricity within their organization as the foundational step in their overall culture transformation.

The resulting Eagle’s Flight product, Customer Centricity, consists of three, 90-minute modules delivered over the course of several months. Between each module, online gamification is used to reinforce key principles. The product is designed to be executive-driven, as the success of any culture transformation depends on a commitment to model and drive the vision from the top-down within the organization. Consequently, the material is easy for “non-facilitators” to communicate and straightforward enough that an executive can pick up the kit and deliver with ease, with little preparation. Leaders are provided with the vision and context for the program using a virtual train-the-trainer process including video, a facilitation guide and a series of webinars.

The program is built around a customer centricity model that establishes a shared vision and common language from the front line to the top executive. The model focuses on SEE-OWN-DO: I will SEE opportunities to make it better for the customer; I will OWN making it better for the customer; I will DO things to make it better for the customer.

Module One builds the customer-centric mindset by creating an understanding of the concept and defining what customer centricity looks like within the organization. Module Two focuses learners on identifying things in their role that can influence the customer experience. Module Three concentrates on applying appropriate filters and defines a process for taking action, while eliminating potential barriers along the way.

Each of the three modules combine interactive discussion, hands-on experiential activities and video to ensure engagement of the learners. All materials required for each module come assembled in three boxes, with the entire kit housed in an easy-to-carry storage bag. Product components range from tactile materials such as giant puzzle pieces, sleeves of foam balls, posters and rolls of paper; right down to tape, markers, note pads and white board cleaner. Everything required to deliver each module is in the kit.

When designing the program, our team of developers incorporated three elements that would set it apart and make Customer Centricity unique within the marketplace: a modular approach, delivering small units of content over time; a virtual train-the-trainer, making it convenient and cost-effective; and leader-led delivery, using easy-to-facilitate methodology for a non-facilitator.

Launched in September 2013, to date 3300 participants have completed Module 1 and 1600 have completed Module 2 in 20 countries. Module 3 recently launched with its first group of 80 participants.

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