IHRM 2016 HR
CONGRESS
11TH AND 13TH MAY 2016
AT
SAROVA WHITESANDS RESORT &
SPA, MOMBASA
Customer-Centric Approach to
HR - Employees at the Heart of
Strategy
Dickson Ojukwu, Saudi Telecoms Company, Saudi Arabia
HR Expert, PhD Student-UOL
Why Customer Centricity?
“When It Comes to Total
Returns, Customer
Experience Leaders Spank
Customer Experience
Laggards” Forrester,
September 2012).
https://orcinternational.com.au/employee-engagement/building-customer-centric-
Critical Issues of People Agenda
the need to
create more
innovative, agile
and globally
responsive
organizations
The Amazon
Model
1
Bake
Customer
Service into
Your Culture
2
5
Be
Accountable
Build a Direct
Feedback
Loop
4
Get Everyone
Involved
Be Accessible
3
http://labs.openviewpartners.com/5-waysto-be-customer-centric-amazon-jeff-bezos/
Rethinking
Rethink
your HR
strategy
Aligning HR Processes
With the Business Strategy
• Understand the business strategy
Business
Strategy
HR Strategy
HR Process &
Program Design
• What are the priorities?
• What are the key business metrics?
• What HR processes and programs will likely have the
biggest impact on the business strategy?
• What HR data can be linked to the key business metrics to
identify the key drivers?
• How will the business strategy impact the organizational
design in the next 3-5 years?
• Given the business strategy over the next 3-5 years, what
types of employees are needed?
• Experiences required
• Competencies needed
• What targeted actions can be taken to support the
business strategy?
RETHINK Your Approach to HR!
Make HR a Profit Center
• Quantify the impact of employees on business outcomes
• Calculate an expected ROI for investments in employees
• Define the relationship between HR processes and business outcomes
Connect Key HR Processes
• Provide a single, integrated view of key HR processes
• Reduce your HR related costs through integration and strategic alignment
• Connect HR processes to business results
Spend More Time Driving Results
• Align HR professionals, organizational leaders, & employees to focus on actions that drive
results
• Provide customized analytics and simplified reporting through business-focused scorecards
Talent Link Key
HR Processes
Selection
Training
Career
Development
Examples of
Business Outcomes
Performance
Management
Business
Outcomes
Competency
Builder
Employee Survey
360 Feedback
Succession
Planning
People
• Turnover
• Employee engagement
Service
• Customer satisfaction
• Wait times
Quality
• Clinical outcomes
• Product Defects
Finance
• % to budget
• Cost reduction
Growth
• Sales growth
• Margin growth
Rethink
People
skill
Capabilities Every Customer-Centric
Organization Should Enable
http://www.mcorpcx.com/8-capabilities-every-customer-centric-organization-enable/
4 Ways to Rethink the Skills Gap
Hire for culture fit
Companies with
great cultures have
happy and
engaged
employees and
see less turnover
than companies
who don’t.
Instead of focusing
solely on technical
skills, focus on
hiring candidates
who fit the culture.
Look for people who
want to grow.
Just because
someone has a
sales background
doesn’t necessarily
mean they aren’t
right for a PR role.
What matters is how
hard they’re willing
to work and how
badly they want it.
Are they reading
about the industry?
Offer contract roles
If you have a
candidate you’re
uncertain about
because they lack
certain technical
skills, give them a
three-month test
run.
That way, you can
see how quickly
they pick things up
and adapt.
Gauge emotional
intelligence
Emotionally
intelligent people
have strong
communication
skills and work well
together. They’re
empathetic and
have the ability to
build long-term
relationships with
co-workers and
clients.
http://thehiringsite.careerbuilder.com/2016/03/23/4-ways-rethink-skills-gap/
What types of Skills do we need Toady for
your Organisation’s Success?
Rethink
Office
Space
Rethinking Office Space
 Think
beyond the
desk.
 Your office is an
extension of your
culture and brand
 Include an area for
meaningful play.
 Allow employees to
design their own
workspace.
https://www.entrepreneur.com/article/226034
Key Questions to Bear in Mind

Is there room for my
company to grow?
 What
is the parking
situation?

Is it the right location for my
key employees?
 Is

Is the location convenient for
clients?
 Would

Does this office send the right
signal?
 How

Are there hidden costs I'm
not considering?
 How
the office government
compliant?
I consider sharing
an office?
accessible is it to my
employees?
secure are the lease
and rental rate?
https://www.entrepreneur.com/article/226116
Does your office look like this?
Does it look like this?
Rethink
Work
Timing
Rethinking Time
We need to stop thinking
we can train our bodies to
an outside clock that fits
society’s needs, when it
doesn’t match our natural
needs.
Dr Paul Kelly
Is it time to rethink time?
It takes more than just
policies to make a
workplace truly flexible.
The whole office culture
has to change.
By SUSAN DOMINUS
http://www.telegraph.co.uk/11858057/Is-it-time-to-rethink-time.html
Why do we have 8 hour
work days in the first place?
“One of the first businesses to implement
this was the Ford Motor Company, in 1914,
which not only cut the standard work day to
eight hours, but also doubled their worker’s
pay in the process.
To the shock of many industries, this
resulted in Ford’s productivity off of these
same workers, but with fewer hours,
actually increasing significantly and Ford’s
profit margins doubled within two years.
This encouraged other companies to adopt
the shorter, eight hour work day as a
standard for their employees.”
Robert Owen started a campaign to
have people work no more than 8
hours per day. His slogan was “Eight
hours labour, eight hours
recreation, eight hours rest.”
Rethink What time that
works for your Employees