Customer-Centricity is Controversial

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customer centric culture assessmentCustomer-centricity is controversial. Ask 10 people what it means and whether it's good, and you might get 10 different answers. For example:

What is true? And how can a whole company "get on the same page" about customer-centricity? It boils down to 3 things:

  1. Who is the source of your revenue? (i.e. paychecks, budgets, dividends)
  2. Why would the way you manage customer relationships be any different from the way you manage personal relationships? (i.e. being personable, being fair, being generous, anticipating needs, etc.)
  3. What motivates or penalizes mindsets and behaviors in your company?

Introspection and quality dialogue about these 3 questions can help you make sense of the nonsense that people think about customer-centricity.

"Culture" is an entity's way of thinking and doing, so if you want to adjust your culture, you need to become a master at weaving new habits into everyone's attitudes and behaviors. "Centric" means to be centered on something. Hence, customer-centric culture means that everyone's decision-making and actions must be primarily motivated by what's best for customer relationship strength.

Customer Experience Maturity
To build customer experience maturity, customer-centricity is an absolute must. There's no way to achieve CX excellence when parts of your company are carrying out their jobs with disregard to customers. It&39;s systemic, like the organs in your body. One bad apple can spoil the barrel. Customer-centered culture is a building-block for CX ROI (return on investment; business growth). It's informed by CX strategy (i.e. your corporate strategy) and enabled by internal branding.

CX ROI Building Blocks

In our 4-year study of customer experience practices, we noted that numerous tools for centering the business on employees are under-utilized, or not even considered as part of the customer experience management strategy. This spurred us to create a customer experience maturity assessment with stepping stones designed to help you achieve enduring CX ROI. Here's a glimpse at the customer-centric culture stepping stones:

  • Setup for Customer-Centered Success: shared vision across functional areas and at all managerial levels, establishing engagement and accountability for everyone's contributions — these are setup via team-based CX strategy development.
  • Nurture Customer-Centered Mindsets: to influence everyone's thinking, coordinate managers of CX efforts and weave CX criteria into hiring and onboarding, developing and promoting, measuring and motivating.
  • Encourage Customer-Centered Behaviors: apply customer inputs and CX criteria to planning, decision-making, recognition, rewards, and collaboration.

Customer Experience Assessment
 
Of course you want to maximize business results from your customer experience efforts. The earlier you strengthen your customer-centricity roadmap, the sooner you'll see amplified results in customers' trust of your company, employees' engagement in customer experience management, and business growth.
 
Note: This article is 3rd in a 10-part series providing glimpses into the ClearCXTM customer experience maturity assessment.

  1. Customer Experience Maturity Roadmap
  2. Customer Experience Strategy is Uncommon

image purchased by ClearAction from Shutterstock

Lynn Hunsaker

Lynn Hunsaker is 1 of 5 CustomerThink Hall of Fame authors. She built CX maturity via customer experience, strategic planning, quality, and marketing roles at Applied Materials and Sonoco. She was a CXPA board member and SVAMA president, taught 25 college courses, and authored 6 CXM studies and many CXM handbooks and courses. Her specialties are B2B, silos, customer-centric business and marketing, engaging C-Suite and non-customer-facing groups in CX, leading indicators, ROI, maturity. CX leaders in 50+ countries benefit from her self-paced e-consulting: Masterminds, Value Exchange, and more.

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