“Customer centricity is the ecosystem and operating model that enables a company to deliver a unique and distinctive customer experience.” Doug Leather states in his book The Customer Centric Blueprint: Building and Leading the 21st Century Organisation.
I had the pleasure of interviewing Doug this week. Like it or not, all customers are aware, vocal and they are not all the same. We are making demands on businesses and they need to respond. The business models that use to work, are now archaic, have short term metrics, many of which don’t have a customer centric approach.
Transformation of companies to have a deep understanding of their customers, a holistic approach based on an Outside In” approach and ultimately delivers not a highly valued product or service but a customer experience that will build life long customers is the name of the game today.” Doug states that the DNA of your company needs to the the vision you have with your customers. Companies need to think from the outside in to develop an investment mindset to evolve the customer experience as a competitive advantage, not undifferentiated. It is all around deciding on the promise you want to make to your ideal customers and then delivering on that promise consistently. It is around supporting your employees to deliver on that promise. It is setting up your infrastructure, training, hiring, goals and research to obsess over that promise. As Doug sates, “too many organisations still don’t mention their customers in their vision statements.”
Having absolute clarity around your customer, the experience for them and communicating this consistently, through every touch point, is critical for a business in the 21st century.