Customer-centricity is about priorities. The key is to clearly state your priorities to executives, employees and affiliates. Then reinforce these priorities in daily decision-making criteria and rituals such as annual operating plans, operations reviews, staff meeting agendas, recognition and incentives, performance reviews, etc. Johnson & Johnson has an excellent way of communicating their customer-centric priorities, as follows: 1) doctors, nurses, patients, parents; 2) employees; 3) communities; 4) stockholders. Continue reading
It’s popular to tout customer-centricity, yet it’s very difficult to consistently demonstrate. The word centric means having a specific thing as the focus of attention and efforts. Customer-centric means that concerns other than the customer’s well-being are in the background while the customer stays in the foreground.
That may seem simple enough, yet reality proves the elusiveness of customer-centricity. In Accenture’s Delivering the Promise study, 75% of executives viewed their customer service as above-average, while 59% of their customers reported their experience with these companies’ service as somewhat to extremely dissatisfying. Likewise, in CMO Council’s Customer Affinity study, half the companies said they are extremely customer-centric, but only a tenth of their customers agreed.
The building blocks of customer-centric culture are Continue reading
You never know someone so well as when they live with you! What better way to transform your culture to truly customer-centric ways of thinking and doing, than to invite your customer to attend all your discussions? This has long been a practice at Amazon, since founder Jeff Bezos once started an executive meeting by announcing that an empty chair at the table represented “the customer”. Throughout the meeting, the executives were compelled to include the customer in their thought process, and to consider their comments’ implications on the customer, as if “he/she” were present.
This practice became a habit at Amazon, part of their corporate culture. CTO Werner Vogels explains: Continue reading