The transformative power of customer centricity 3 coyriht 21 gdata, nc to see the value of customer centricity, one need look no further than the business headlines, where a growing number of innovative companies are disrupting the established competitive landscape across even traditional industries and markets. Sometimes, being customercentric means thinking that little bit outside the process box and doing something above and beyond the minimum youre required to. Mar 10, 2015 customer centric is an approach to doing business that focuses on providing a positive customer experience both at the point of sale and after the sale in order to drive profit and gain competitive advantage. While not a unique business challenge, crosssilo activity and collaboration is a consistent element in every customercentric transformation. Although, the initiative towards customer centricity can be led by anyone in an organization, leadership must lead by example and inspire entire workforce to shift their focus. Back your intent with real changes in policies, processes, systems, technologies. Business transformation through focused it strategies. Inline with the customercentric focus, the customer experience working group is working in parallel with the ignite program team. Customer centric companies show a similar pattern along the other dimensions as well, but the strength and character of these first four are critical to delivering an exceptional customer experience.
Building a customer centric culture facilitates not just business offerings but also processes and policies that can help in providing a great customer experience. In other industries, gaining customercentricity is becoming a necessity. Because whether you lead business transformation, brand repositioning, or new brand development projects. In the age of the customer, business as usual is not enough. Customercentric business transformation is the key to. Customer service transformation and technology invest in customer service to improve experiences and differentiate your brandwithout increasing operating costs. Achieving customercentricity through digital transformation wns. This age of disruption offers potent technologies for organizations to utilize in order to engage with the customers directly. Companies who invest in the eight capabilities of the kpmg connected enterprise are twice as likely to meet customer expectations, achieve their business objectives and deliver return on investment. Successful customercentric transformations require an organizational structure led by or directly reporting to the chief executive. Business transformation through greater customercentricity. Companies have been trying to adopt customer centricity for nearly 20 years now. While not a unique business challenge, crosssilo activity and collaboration is a consistent element in every customer centric transformation. Historically, technology has been the driver of transformation and as a result, a lot of the larger programs havent delivered into the business outcomes or the customer outcomes, he says.
The customer centric journey becoming a customer centric business fundamentally changes the organization and it is a journey that never ends because. They are rethinking manual and paperbased processes and opening the door to. Leading successful customercentric transformations aptus. Customer centric transformation adopting a customer centric business strategy requires a carefully planned and executed organizational transformation. Customercentric transformation linkedin slideshare. Improving profitability with customercentric strategies. But customer service statistics show that those that are customercentric become profitable faster. The fact that departmental silos are bad for business is now fairly broadly recognized, and when it comes to undertaking the tasks required to transform the customer experience, the independent silhouettes of.
Within the last 45 years, sap has grown to serve more than 365,000 customers and currently employs 87,000 employees across the globe, all with the same. Customercentric, in theory, is fairly selfexplanatory. These statistics are just two of many that illustrate the criticality of a customercentric approach in todays market. How to build a customer centric culture in your organization. A customercentric approach must drive digital transformation. A customercentric approach can add value to a company by enabling it to differentiate itself from competitors who do not offer the same experience. But its a pivotal step every forwardlooking company should take.
In other industries, gaining customer centricity is becoming a necessity. In both cases, leadership from the top is essential, and behavioral transformation across the organization is key. Apr 20, 2020 building a customer centric culture facilitates not just business offerings but also processes and policies that can help in providing a great customer experience. Customercentric companies show a similar pattern along the other dimensions as well, but the strength and character of these first four are critical to delivering an exceptional customer experience. The case of a mobile content provider article pdf available in strategic change 2078 november 2011 with 3,118 reads. Inline with the customer centric focus, the customer experience working group is working in parallel with the ignite program team. Designing and starting up a customerexperience transformation. Customercentric approach to transform business by kirill tatarinov, evp, microsoft business solution the implications of the connected world of today to businesses are staggering. Empowered and enlightened by digital, todays consumers have heightened expectations of choice, personalization, flexibility, speed and transparency. In some ways, commercial excellence aspires to bring the same scientific approach to the customer side of the business that operational excellence brought to operations. Data unlocks potential cxm is only possible through data. But the next phase is to successfully use a digital transformation to achieve a customercentric business transformation. Customer centricity embedding it into your organisations dna.
A customercentric approach to commercial excellence bain. Customer centric approach to transform business by kirill tatarinov, evp, microsoft business solution the implications of the connected world of today to businesses are staggering. Galbraith designing the customercentric organization homework to decide whether becoming customercentric will be an advantage for it. Customercentric business transformation is the key to market. Five valuable benefits of customer centricity liveworkstudio. Embracing genuine business transformation is a challenge for any organisation, and the work with 6 degrees would not have been possible without the commitment and energy of the resthaven community. For instance, digitizing manual processes increases efficiency in. This post provides tips on how to create a customer. Customercentric digital transformation deloitte insights. A customer centric company is more than a company that offers great customer service. Generate business value at every stage of your transformation journey. With a single customer and an inspiring vision, sap began its journey in germany to empower the world of business through information technology and fundamentally change how organizations run.
The days of mass markets, mass media communications, and littletonone direct interface with customers are long gone. Customer centric business transformation is the key to market leadership ruben moffett cimphoni white paper series. But, businesses that take a customercentric approach do more than say they put their customers first. A customer centric approach can add value to a company by enabling it to differentiate itself from competitors who do not offer the same experience.
The philosophies and operations of customercentric businesses revolve around their most valuable customers and making sure theyre happy. Customer centricity is a business model that operates in a companys ecosystem of customers. Transforming b2b digital experiences download pdf intel it, in partnership with intels sales and marketing organizations and business units, has unified the digital experience for intels businesstobusiness b2b customers by eliminating unnecessary business processes and technical debt. How can an organization keep customers at the center of a digital transformation effort. Customercentric business transformation 2 airbnb provided customers with a huge pool of previously unutilized hotel supply, providing expanded choices and pricing options while. Jan 24, 2018 a customer centric approach must drive digital transformation. When considering what digital transformation means to a business, a solid starting point is the recognition that it is very much. Establishing a customercentric culture can be very challenging. That kind of change alone is difficult enough without the added pressure of unfounded fears and flawed assumptions. Leading successful customercentric transformations. Our aienabled cora platform augments our consulting approach, enabling you to monitor and measure the health of user journeys from front to back office. Customer centric, in theory, is fairly selfexplanatory. For organizations to be customercentric, they need a clear longterm strategic view of the customer.
How to stay ahead in 2020 with a customer centric culture. Yet only 14% of marketers say their company really focuses on customer centricity. Leading customer experience organizations tackle this problem by making customer experience a top priority for the ceo, by having senior leaders model the customer centric behaviors that will engage and motivate employees on the front line, and by designing a customer experience team that promotes crossfunctional collaboration via targets and. In a recent aragon research podcast, nextivas cmo, yaniv masjedi, and aragon research founder and ceo, jim lundy, discuss this topic. For organizations to be customer centric, they need a clear longterm strategic view of the customer. Vision value roadmap as the foundation customer journey mapping results roadmap value vision roadmap value vision learn all of the truths and misconceptions of transformation in merkles customercentric transformation white paper. Building a customercentric business via integrated. A customercentric journey to digital transformation. Customers always expect more competitors are always vying to win a new customer customer centric business processes are different from traditional processes because of digital. Customercentric transformation adopting a customercentric business strategy requires a carefully planned and executed organizational transformation. To enter new horizontal markets, tandberg needs to evolve its technologyfocused business model to a customerneeds driven model. The digital insurer the customercentric insurer in the. Adobe customer story embracing a customercentric business.
Pdf enterprises based on a traditional, internally oriented business model consider their available resources as a starting point for determining. Customercentric transformation requires leadership. Galbraith designing the customer centric organization homework to decide whether becoming customer centric will be an advantage for it. But, businesses that take a customer centric approach do more than say they put their customers first. Leading and governing the customercentric organization.
Organizations should evaluate their existing business processes and metrics and develop organizational abilities to proactively understand how. He says it is important to keep focus on the true requirements that derive from customer need. Build an insightsdriven, digital and customer centric business. Customer centric business transformation 2 airbnb provided customers with a huge pool of previously unutilized hotel supply, providing expanded choices and pricing options while. This requires empowering each employee with data, resources, and enough autonomy to use them in. By combining data from operations and voice of the customer, we apply ai and predictive analytics to ensure continuous, measurable experience improvement. The impact of a customercentric culture transformation. Companies must deliver faster innovations, better service, and an overall experience that delights people so much they want to share it. Creating a positive consumer experience at the point of sale and postsale. The business case for a customercentric culture medallia. Oct 29, 2018 any business that lacks a customer centric culture is well on their path to being irrelevant. Customercentric transformation 4 change is a constant not a cliche. Marketing and product development2 at tandberg create a customercentric approach by. Sometimes, being customercentric means thinking that little bit outside the process box and doing something above.
Customercentric business transformation is the key to market leadership ruben moffett cimphoni white paper series. The impact of a customer centric culture transformation. Customer centricity may lead to cynicism if it fails to secure sufficient attention and longterm commitment from senior management. The emphasis now is on maximizing customer relationships and. How to create a customer centric strategy for your business. Successful customer centric transformations require an organizational structure led by or directly reporting to the chief executive. Other articles in this compendium have explored how to create a vision and shape an effective governance structure for a customerexperience change program see developing a customerexperience vision and leading and governing the customercentric organization. To draw an initiative road map for a broad transformation, there are. Teams and tools for customercentric transformation. The consequences of not taking customercentricity seriously are grave for any insurer.