THE POWER OF A CUSTOMER-CENTRIC CULTURE
Gone are the days of business centric thinking. Customer Centric Cultures understand that the customer is your competitive advantage, the way to win, differentiate and grow your business. A Customer Centric Business understands the power of the consumer in the relationship.
So what does a Customer Centric Organisation do differently?
Customer Centric Organisations have closer, more meaningful relationships and deliver to the needs of the customer over the business because they engage regularly in two way conversations with their customers.
✓ They provide recognition, rewards and opportunities to collaborate and provide feedback.
✓ They talk to their consumers, they research and understand their needs, wants, desires.
✓ They understand the behavioural elements that underpin choices and decisions, predicting customer futures and ensuring they are innovating ahead of the game.
What is a Customer Centric Culture?
Good Customer Centric Company Culture happens when the belief that the customer is king is held from the CEO down the line. Where the whole of the business believes that connecting customers with the truth – with good or bad, will mean that customers stay and benefit, rather than leave.
Great examples of this are:
- Not for profits where members are treated as part of the team.
- Companies like Qantas where safety, transparency and accountability are cornerstones, and pilots are encouraged to provide open and honest disclosure and personal guarantees to passengers – which in turn drives great customer advocacy.
Customer Centricity and Research
From helping clients with becoming Customer Centric through workshops and touchpoint analysis Ruby Cha Cha can help. We can help you:
- Develop insight communities to involve customers in the decision making process.
- Shape NPD and new service offerings.
- Reposition or position brands in new markets.
- Drive greater advocacy in current customers, from members of insurance companies, to content streaming or sporting fan bases using a variety of techniques from qualitative insight platforms.
- With customer segmentation through to development of NPS tools and strategies and touchpoint NPS to gauge and monitor changes.
Involving customers means taking risks, from putting some of your strategy out there on social media (extreme), to simple consumer forums or more basic and traditional research methods. We often use narrative storytelling of positive and negative customer experiences along a customer journey to signpost and review core moments of truth. This way we can shape the customer journey into a positive and worthwhile experience so it can be part of the value creation process.