Create a Customer Centric Culture

Topics: Customer service, Customer, Organizational culture Pages: 8 (2672 words) Published: March 10, 2014


Create a Customer Centric Culture

Table of Contents

Cover page.…………………………………………………….…….……….1 Table of Contents.....…………………………………………………..…………….2 Abstract…..…………………………………………….………………….3 Define the customer service culture……………6
Communicate the culture…..……….10
Recruit to grow the culture….….…….14
Empower Employees.…………..19
Visible and Accessible….………..23
Recognize and reward action…………...27
Conclusion…….……..33
References…………...35
Images………...…37

Abstract
When a business scales, it can be difficult to maintain the same level of intimate, one-on-one customer service that it provided as a startup; but that doesn’t make it any less important to do. Worrying over customer experience will never go out of style or lose its importance; particularly in an age when customers have greater access to companies and more forums to express their displeasure. The current technological trends only amplify problems with a non-customer centric culture allowing bad news to travel fast. There are countless interactions between employees and customers each day and only a strong culture with guidelines can allow a business to provide consistent quality service.

Advances intechnology and communication, combined with the explosive growth in data and information, have given rise to a more empowered global consumer. Technology is growing at an exponential rate, influencing consumer behavior and marketing strategies. Social media and unprecedented access to information, such as peer-to-peer product and service reviews, are giving greater power to consumers, creating more informed and demanding customers. These experiences are shaping consumer expectations across all industries. (Ernst & Young, 2013) Customer centricity is a strategy that business’s 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. 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. (Ramoutar, 2013)

Image #1 Social Customer Service (De Clerck, 2013)
A customer-centric business builds an operating model around a deep understanding of itscustomers, what they value and the contribution each makes to the profitability of the company. This requires implementing and fostering a culture that places the customer at the heart of the decision-making process. These processes will only provide insurers with the ability to catch up to theleading competitors. To genuinely gain a competitive advantage and generate significant growth, a new culture of innovation is required, along witha significant change in approachto strategic decision-making. (Ernst & Young, 2013) Define the customer service culture

Service culture is comprised of many components with each impacting customers and helping to determine the success or failure of customer service initiatives. Frequently, businesses over-promise and under-deliver because their cultural and internal systems (infrastructure) do not have the ability to support customer service initiatives. This is where customer-centricity begins. (Hyken, 2013)

Image #2 The Business Value of Customer Communities (Johnson, 2013)

What does the perfect customer service experience look like for your customer? The answer to this question is that culture is different for each business. No two businesses operate in the same manner, have the same focus, or provide management that accomplishes the same results. Among other things, a culture includes values, beliefs, norms, rituals, and practices of a group or business. Any policy,...

References: DeRose, Chris. Tichy, Noel. (July 1, 2013) Here 's How to Actually Empower Customer Service Employees Retrieved from http://blogs.hbr.org/2013/07/heres-how-to-actually-empower-customer/
Edgeman, R
Ernst & Young. (2013) The journey toward greater customer centricity Retrieved from http://www.ey.com/Publication/vwLUAssets/The_journey_toward_greater_customer_centricity_-_US/$FILE/Customer_Centricity_Paper_29_April_Final_US.pdf
Hyken, Shep
Lucas, Robert. (2013) Defining Your Customer Service Culture Retrieved from http://www.selfgrowth.com/articles/Defining_Your_Customer_Service_Culture.html
Marshak, Ronni
Peppers, Don. (January 23, 2013) Explaining Customer Centricity With a Diagram Retrieved from http://www.linkedin.com/today/post/article/20130123164215-17102372-explaining-customer-centricity-with-a-diagram
Ramoutar, Ken
Senn, C., Thoma, A., & Yip, G. S. (2013). Customer-Centric Leadership: How to manage strategic customers as assets in b2b markets. California Management Review, 55(3), 27-59.
Schiele, J., & Sadorf, N. (2009). Building a customer-centric culture of performance in your business. Velocity, 11(3/4), 36-40.
Williams, William. (January 20, 2013) Internal communication greatly influences a company’s corporate culture Retrieved from http://nashvillepost.com/news/2013/1/20/internal_communication_greatly_influences_a_company_s_corporate_culture
Images
Image #5 Brehmer, Rachel (2013) Unified Communications Retrieved from http://media-cache-ec0.pinimg.com/236x/9a/0f/18/9a0f18b82f13236240247dc9c6f10569.jpg
Image #6 Lundquist
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