Customer Centric Service A Cultural Journey
Customer Centric Service
A Cultural Journey
Your Guide
1. What is Customer Centric Culture?
2. The Benefits of Customer Centricity
3. The Risks of Marginalizing the Customer
4. 5 Steps to Customer Centricity
5. Case Study: Network Maintenance
WHAT IS CUSTOMER CENTRIC CULTURE?
Resourcing
Channels
SystemsProcesses
“…creating a customer centric culture is all about understanding your brand value and delivering it consistently to customers.”
Maximus International © 2012
Offering
Customers are engaged regularly and in a manner appropriate to them
o Age
o Connectivity
o Lifestyle
o Seasonality
o Organisation Structure
WHAT IS CUSTOMER CENTRIC CULTURE?
BENEFITS OF CUSTOMER CENTRICITY
• Brand advocacy
• Increased business performance
• Market relativity
“Zappos has become the No. 1 footwear retailer on the Web by making customer service a competitive weapon.”
Zappos online shoes became a US$600 million company in 7 years “with customer-pleasing policies like this: If the shoe fits, wear it. If not, ship it back - at no cost to you - because a huge inventory almost guarantees you'll find something else you like.”
Business 2.0 Magazine2007
BENEFITS OF CUSTOMER CENTRICITY
RISK OF MARGINALIZING THE CUSTOMER
Mistrust
Business performance sustainability
Market relativity
To be continued…
Steps to Customer Centric Service
STEP 1: IDENTIFY THE PLAYERSDefine Who You Are (Not What You Do)
We’re committed to making energy more affordable, for all Australians.
AusNet Services’ purpose is to provide our customers with superior energy and network solutions
Every day we deliver to our communities the ability to live and the energy to grow.
Define Your Customer
They have varying needs and drivers
They are outside of your business
They have choice They pay the bills
STEP 1: IDENTIFY THE PLAYERS
STEP 1: IDENTIFY THE PLAYERS
STEP 2: UNDERSTAND WHAT DRIVES YOUR CUSTOMERS
• Segment your current base
• Segment your target customers
• Net Promoter Survey
• Market research
STEP 3: ASK SIMPLE QUESTIONS
1. Where is the customer in this discussion?
2. What are the impacts on our customers?
3. How will our customers react?
STEP 4: CHECK IN REGULARLY
“Using a scale from 1 to 10 how likely are you to refer Company X to your friends or colleagues?”
“What prompted you to select that rating?”
Net Promoter Score
STEP 4 : CHECK IN REGULARLY
Use formal or informal focus groups to collect feedback
Socialise feedback and systemize solutions
STEP 5: SOCIALISE AND SYSTEMIZE
Customer Centric Service The Journey Starts with…
You