Transforming Relationships Through Customer Experience

Embracing the Unconventional: A Journey in Treating Customers Fairly

In 2016, after two years of intensive work on integrating the Treating Customers Fairly (TCF) framework, I faced a pivotal moment. This project could either make or break my career. We convened in a room filled with some of the brightest minds from various sectors—claims, policies, insurance, funeral cover, investment products, and life policies. Our shared mission was clear: establishing an internal standard ensuring we treat our customers fairly.

One critical discussion centred on a deceptively simple question:

In the financial services industry—and indeed in many others—this is not an easy question to answer. The instinct might be to think it’s the person making the payment, but that's not always the case. Sometimes, the payer is a corporate entity, not an individual. While legislation primarily focused on consumer-based businesses, I proposed a broader view—what if we considered all relationships as customer relationships? What if we committed to treating everyone with care and dignity, not just those who pay us or use our services?

Fast forward eight years, and I found myself revisiting this question under very different circumstances. I watched my 12-year-old daughter, Anabelle, nervously prepare for her first live solo vocal performance. We had arrived punctually at 1:15 PM for a show starting at 2:00 PM. Despite our timely arrival, the bands never got their promised rehearsal time. After months of vocal lessons and joining the band program at my encouragement, Anabelle faced a disorganised and thoughtless setup. As a mother, I was proud of her courage but frustrated with the organisers’ lack of consideration for the performers' experience.

This situation brought the same question to mind: "Who” is the customer?" While the paying audience is the obvious answer, the reality is more complex. In life and business, there are often multiple customers and more than money is at stake. Transforming relationships through customer experience involves recognising and valuing everyone we interact with as customers.

Unconventional Customer Relationships

Spousal Relationships/Significant Other: In these relationships, we sell the idea that we are the best life partner. We commit to being present through good and bad times. Transforming relationships here means demonstrating daily care and commitment.

Parental Relationship: Our children are our customers. This relationship hinges on trust and love, guiding them while accepting correction without bitterness. As they grow, they become advocates or detractors based on their upbringing. Transforming relationships in this context means being consistently supportive and understanding.

Leader-Follower: Leaders and followers are mutual customers. To lead effectively, leaders must earn trust and show they care. Followers need to demonstrate reliability and support shared goals. Transforming relationships involves building mutual respect and trust.

By seeing stakeholders in both personal and professional lives as customers and being intentional about their experiences, we foster better relationships and positively impact every aspect of our lives.

How has the perspective of transforming relationships through customer experience changed how you show up? What relationships will you handle differently from now on? Share your thoughts and experiences in the comments below. If you're struggling with this concept or need guidance on transforming your relationships, book a complimentary strategy session with me. Let's explore how you can create meaningful, impactful connections in your personal and professional life.