From the ground up: a customer-centric revolution at Springboard Capital

Springboard Capital operates in the financial services sector, providing microfinance lending to a diverse clientele. Their customers range from high-net-worth individuals and small to medium-sized enterprises to startups and individuals at the bottom of the economic pyramid. Unlike traditional banks, Springboard Capital aims to offer accessible financing solutions for business capital, assets, and development projects, catering to those who often face stringent criteria and lengthy waiting times.

When Carolyne joined Springboard Capital, she identified a critical gap: the absence of a dedicated customer service or customer experience department. The organization had established pillars for finance, human capital, credit, and governance but lacked a cohesive, customer-centric approach. This deficiency manifested in several challenges:

• A high volume of legal cases stems from miscommunication and a sense of customers feeling unheard.
• Debt collection processes that often resorted to harsh repossession tactics, damaging customer relationships.
• A need to transform the internal behavior of employees, particularly in finance and credit, who did not fully appreciate the value of customer experience.
• An existing company strategy that lacked a customer-focused pillar.

Carolyne spearheaded a series of strategic initiatives to embed a customer-centric culture within Springboard Capital:

• Creating a customer experience team: She successfully advocated for the creation of a customer experience coordinator role, which evolved into a team comprising customer experience executives and officers, supported by a mini-call center.
• Implementing a code of conduct: A simple yet effective code of conduct encompassing 15 key principles such as professionalism, politeness, and punctuality, was introduced. The team concentrated on one principle each month, incorporating feedback from internal customers and celebrating positive changes.
• Revising company strategy: Carolyne championed a revised company strategy that featured a dedicated customer-centric pillar named "Patronage," which encompassed customer experience excellence. This pillar focused on actively listening to customer feedback, honoring customer promises, providing comprehensive team training, and establishing a contact center.
• Partner alignment: Engaging partners, such as auctioneers, to ensure they treat customers with courtesy, dignity, and respect during repossession processes.
• Leadership by example: As CEO, Carolyne personally welcomed customers, distributed her business card, and made herself readily accessible, setting a powerful example for the entire staff.
• Involving everyone in strategy: Before engaging a consultant, Carolyne involved all employees in brainstorming sessions to gather diverse feedback and ideas.
• Fun and engagement: The strategy launch was designed to be engaging and fun, incorporating competitive quizzes and surprises. Objectives related to customer experience were integrated into performance reviews.

• People are everything: Emphasize the importance of affirming and valuing team members, creating an environment where their voices are heard and appreciated.
• Start from the ground up: Initiate customer experience initiatives from the ground up, demonstrating a willingness to "bootstrap" and engage with the details.
• Voice of the customer matters: Prioritize listening to customer feedback, ensuring that their needs and concerns are at the forefront of every decision.
• Leadership buy-in is crucial: Secure support from leadership, as their backing is essential for customer experience initiatives to have a significant impact.
• Persuade early and often: Advocate for customer experience early and consistently, engaging the board and top management from the outset.
• Mental health is key: Take care of your well-being and avoid emotional exhaustion, ensuring you have the capacity to advocate for both internal and external customers.
• Be knowledgeable: Develop a comprehensive understanding of various aspects of the organization beyond the customer experience, enabling you to influence effectively and communicate with different teams.
• Find your tribe: Connect with other CX professionals to exchange knowledge, share experiences, and learn from each other's successes and challenges.

Carolyne Gathuru's experience at Springboard Capital serves as an inspiring example of how a customer-centric approach can drive profound positive change, even when faced with budgetary constraints and challenging financial circumstances. By prioritizing people, starting from the ground up, and placing the voice of the customer at the heart of every decision, Springboard Capital achieved remarkable financial results and earned national recognition for its exceptional CX strategy. Carolyne's insights underscore the significance of continuous learning, collaboration, and self-care for CX professionals in today's demanding business landscape.