Customer centricity… Almost every business claims to be customer centric. This is one of the terms which almost everybody uses, but very few can tell what does it really mean.
A very good explanation and a tip to find out, how customer centric your company is, has designed Bob Thompson, Founder/Editor-in-Chief of CustomerThink.com. He presents in his article the following pyramid:
1. Customer-Focused: "We know our customers and what they buy, and can optimize marketing, sales and customer service activities to generate more revenue and profit for the company."
2. Customer-Driven: "We regularly get customer feedback, prioritize key issues and work to improve customer satisfaction with the products and services we sell, to minimize customer attrition."
3. Customer-Engaged: "We focus on a long-term relationship and strive to make an emotional connection with customers, by providing delightful experiences that create advocates."
4. Customer-Inspired: "We think deeply about what customers are trying to accomplish in their business and personal lives, and create new ways to add value before they ask!"
According to his research 70% of businesses are at the first 2 stages.
Wish more companies recognize the need to go further than just responding to feedback, and succeed to transform interactions with customers into valuable long-term relationships.