Putting the customer at the core of every business decision is the essence of customer-centricity.
It's not about unconditionally fulfilling customer demands or assuming they're always right, but rather understanding their needs and preferences to make well-informed, impactful decisions.
Imagine a company where every discussion, decision, and design is filtered through the lens of the customer: What will be the impact on them? How will it make them feel? Which of their problems will it solve? What value will it deliver to them? That's what a customer-centric organization looks like.
In her latest book, "Built to Win: Designing a Customer-Centric Culture That Drives Value For Your Business", Annette Franz, CCXP delve into the ten principles of customer-centricity.
Culture is the foundation Culture is core values plus behavior, forming a customer-centric foundation. This requires commitment from the top, leading to mindset and behavior shifts. Values need to be operationalized, guiding customer-focused decisions and policies
Leadership commitment & alignment A successful transformation requires the CEO and entire leadership to role model great customer experience. This commitment isn't just verbal, but shown through dedicated resources, proving customer-centricity is a tangible, business-wide priority
Employees must be put more first Customer-centricity starts with prioritizing employees. By understanding their needs and providing them with necessary tools and training, employees can effectively adopt customer-centric behaviors, ultimately driving a superior customer experience
People before products Customer-centric companies integrate customer needs into product design and development. They focus on solving customer problems rather than adding complexity. Their philosophy is finding products for customers, not customers for products
People before profits Customer-centric companies prioritize their people, fostering great employee experiences. They create value for customers and communities, understanding this also benefits shareholders. They focus on the full business equation, not just profits
People before metrics Companies overemphasizing growth risk overlooking customer retention. A shifted focus towards the customer experience and doing what's right for them results in improved metrics like NPS or CSAT. Prioritize retention, the metrics will follow
Customer understanding is the cornerstone Customer-centric companies prioritize understanding their customers. They listen to feedback, create research-based personas, and map customer journeys to empathize with their needs. This understanding is the cornerstone of customer-centricity
Governance bridges organizational gaps Governance involves structure and operating model. Structure drives accountability and execution. The operating model translates customer experience vision to strategy. Together, they bridge departmental gaps, connecting silos for a common goal
Outside-in thinking and doing vs. inside-out Customer-centric leaders embrace outside-in thinking, incorporating customer feedback into their actions. This contrasts with inside-out thinking, which assumes knowledge of customer needs without confirmation. Replace 'we think customers...' with 'we know customers
Forget the Golden Rule Surprisingly, the Golden Rule contradicts customer-centricity, as it assumes others want to be treated as you do. Instead, adopt the Platinum Rule: treat others as they want to be treated, reflecting true understanding of your customers
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