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Is your organization customer-centric or customer-focused?

  • Posted on March 28, 2013

Ever had a really bad customer experience and think “What do these guys know about customer service – why am I doing business here?”  Everyone has had a bad experience at one time or another, but a really good customer experience is like gold when it comes to your loyalty and the lifetime value of your patronage.  Perhaps you went to buy something complicated and the sales person really knew their stuff, or you arranged to get service on your car and everything worked out perfectly (even better if it was under warranty).

Good experiences demonstrate a level of customer focus by the enterprise. Great experiences time after time, even as the economy, products, and your preferences change, demonstrates a level of customer centricity. Sure it might be just semantics but there is a real difference in what it takes for an enterprise be customer-centric.

The recent Global Consumer Pulse Research by Accenture reveals some compelling facts about how consumers behave and perceive company practices.

  • Word-of-mouth remains the main information source across industries when learning about products and services
  • Most people turned to one specific company / brand without really considering any others
  • The major source of frustration is having the company promise one thing but deliver another

One thing that stands out is that customer loyalty becomes habit if the experience remains positive, however, miss a promise and loyalty is easily broken.

Customer centricity is a strategy that organizations embrace. It’s about reorienting the entire business operating model around the customer, increasing customer satisfactions and business profitability in the process. It is about making strong connections across key business processes such as product development, supply chain, sales, and service.

Here are a few ways to tell the difference:

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.

Now ask yourself, is your company customer-centric or just customer-focused?

Read Part 2 of this post: "Leveraging Digital and Data to Create a Customer-Centric Organization."

Pragati Katiyar

Entering in Customer-Centric is again a special experience. Everyone is focused on you and they really want to know you interest area and want to help you. You would find a behavioral consistency across the organization w.r.t. to the level of resource you are interacting. The feeling of being cared and safe will pose you to be there again and again and you will also not miss to share your experience with your social communities.

December 17, 2013

Chakanetsa

Very much agreed KP, I have witnessed organizations which have taken customers for a ride but focussing on their short term gains.This has resulted in loss of market share to competitor, new entrants into the industry who have been attracted by a vacuum created by organizations failing to embrace customer centricism.Competitors have gained substantial market share and consequently making huge profits leaving big organizations languishing under huge loses.Customers tend to switch to other competing products because a win win situation is never there.Mind you, it is costly to retain lost customers.

May 8, 2013

Karthikeyan P

I feel being "customer-centric" is important when it comes to create a win-win relationship. Think of customer as the earth''s core (center) and we are the organizations which depend on natural resources. If the earth''s core is shaken, we will be erased from earth''s surface. And if our customer is not achieving success, we will not achieve success. 

As you had mentioned, we may achieve short term success, if we only concentrate our wins. It is the "win-win" relationship that makes sure the long term success of Mindtree.

March 28, 2013

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