What is customer centricity?
Customer centricity is more than having good customer service. It’s about the way the entire company runs – from HR, to technology, to product. In essence, we found that customer centric organisations are ones where everyone, from the support agent to the CEO, is constantly asking: “how can we better serve our customers?” However we found that only 36% of organisations are embedding this mindset into their whole operation – and winning the significant rewards.
Our study is based around our Customer Centricity Model, which measures an organisation’s customer centricity across five different dimensions that determine whether they can create great user experiences. These are people, process, governance, facilities and communication.
The differences in performance between the high and low-scoring customer centric organisations are startling.
Giles Colborne, CEO and co-founder of cxpartners, said:
“The benefits of customer centricity are clear. Organisations that create a culture, and an operating model that’s customer centric are able to tackle the biggest challenges facing business today. How do we reignite growth? How do we attract the best employees? How do we change in a volatile environment?
“Above all, strong customer centricity gives organisations a sense of energy, and purpose. The leaders and managers we spoke to in the most customer centric organisations inspired and empowered their employees – there was a sense of everyone in the organisation being given the opportunity to excel.
“The customer centricity model we’ve developed is a powerful tool for leaders in any organisation to drive a change towards customer centricity and enjoy the benefits for themselves.”
Matt Brittin, President of EMEA Business & Operations at Google, said:
“We want to help businesses deliver better experiences for their customers. Becoming a customer centred business isn’t easy: it requires a systematic focus that needs to be adopted by leadership and baked deep into the organisation’s operating model. But, as the research shows today, the results are worth it – as happy customers and fulfilled staff power business growth.”
