Customer Centricity is…
Putting the customer at the centre of your long-term company vision in order to strengthen the customer relationship and drive loyalty, value and better brand experiences. For this you need vision and a clear understanding of your customer.
1. Customer Research will provide you with…
- Great consumer insight can drive sustainable competitive advantage through provision of improved innovation, communication and customer loyalty
- It provides better understanding of what makes customers tick, addressing their pain points and providing a strategic roadmap for future initiatives
- It provides better confidence in internal decision making and objectivity in dealing with internal stakeholders from C-Suite through to department level by providing inarguable consumer facts and strategic priorities
- Provides a significant source of bargaining power with external stakeholders, trade, retailers etc., who are also looking for customer insight to drive their decision making
- It help drives a unifying company vision that filters through the business lighting up your culture and making your company shine against its competitors.
2. Customer centricity requires the integration of four key pillars…
- A robust CUSTOMER (internal/external; direct/indirect) segmentation that will help focus your marketing and innovation efforts
- The specific translation of brand or CUSTOMER VALUE PROPOSITIONS (CVP) to these segments to drive meaningfulness and purpose
- An INNOVATION process that is based around the segments, but accounts for the complexities of services
- An integration of these three pillars into the CUSTOMER EXPERIENCE journey as it relates to touch-points and outcomes (i.e. NPS or other measures of advocacy)
3. How Ruby applies its Customer-Centric thinking
For a global services client we recently….
- We ran some stakeholder workshops to bring everyone on the journey.
- We developed a powerfully simple consumer and SOHO segmentation using latent class modelling. This provided the most powerful combination of demographic and category specific needs, as well as future needs variables. This was brought to life via ethnography, hype videos, strategic planning tools and tools for database tagging
- We translated the global CVP to specific meaning and proof points for each of the segments without diluting the CVP itself. These were then translated into creative briefs
- We created segment platforms for the co-creation of new products, services and communications specifically designed to generate stronger NPS scores for each segment. We are in the process of forecasting the impact of these new initiatives on overall NPS and revenue for the business
- Through our knowledge of service blueprints, we are able to develop unique customer experience maps and highlight critical brand executions. This includes touch-point implications for each of the segments and an understanding of the impact on the service landscape (i.e. process efficiency and overarching brand experience)
- We helped deploy this through the business and culture
Our passion goes beyond research – it is about helping you get the customer to the heart of the business for improved commercial and cultural outcomes
4. How can we help you?
First we talk to you about your needs. Because as a potential customer we need to know your needs, pain points, motivations and decision making requirements.
We can then talk to you about how to fulfil those needs with a suite of traditional and cutting edge techniques.
These include tools such as – segmentation, brand strategy, innovation and ideation, customer experience journey mapping, brand and experience tracking, CVP development, senior stakeholder facilitation/ workshopping, and helping with measuring ROI.
It sounds like a lot because we have a range of talent, all with extensive experience and a proven ability for thinking outside the box.
5. When should you call us?
- When you need to get the customer to the heart of your business.
- When you want to know who your customer is and what makes him tick!
- When you want to improve your customer experience, advocacy or value.
- When you need help with creating a customer centric CVP, unifying stakeholders on the journey or providing a business case to external stakeholders
- If you need greater ROI from your brand or customer experience tracking
- When you simply need a bit of help trying to figure it all out
Give Ellen a call on +612 8094 6800 or email info@rubychacha.com.au to find out more
