Customer centricity and customer experience
In the Growth Diamond, you are here:
For the past 10 years, customer experience has been a growing hot topic that all businesses want to benefit from. And with good reason, because customer-centric companies are generally 60% more profitable. Simply because customers are willing to pay a premium price for a better customer experience, and happy customers stick around longer.
We meet organisations with high CX ambitions and full leadership attention and commitment– but they haven’t been able to provide a clear direction and motivation for their employees to change their behaviour and work in new customer-focused ways. The biggest challenges companies face in delivering great customer experiences are:
This presents a big opportunity – because we know that when employees are fully engaged, we see a 70% success rate. So if you as a leader can manage to get employees motivated and engaged and eliminate organisational silos, there is a good chance you will succeed in delivering a strong customer experience that will set you apart from the competition.
It starts with setting the foundation – co-creating a clear and inspiring aspiration for your organisation. Then truly understanding your customers, their needs, their customer journeys and how you are currently performing across the moments that matter.
After setting the foundation, you need to make it happen. To use your understanding of your customers’ needs and expectations to design a future-fit customer experience. And perhaps most importantly, to enable your organisation to deliver this desired customer experience in an efficient and effective way. That means helping employees across all functions to build up customer-centric capabilities and ensuring that leadership steers customer-centricity in all conversations in the organisation. Lastly, you need to ensure that you have the right tools and technology to enable the organisation to act with unwavering customer focus in all situations.
If you are serious about differentiating with a great customer experience, think not only about setting the right foundation but also about how to make your organisation truly customer-centric at all levels and across all functions. Consider how to make customer-centricity a movement for everyone at the company to rally around. A movement where everyone knows how to contribute and collaborate across the organisation to achieve the common goal. That is the key to truly unlocking your customer-centric growth potential.
