This document discusses creating a customer centric culture within an organization. It outlines the benefits of customer centricity, such as brand advocacy, increased business performance and market relativity. However, it also warns of the risks of marginalizing customers, such as mistrust and unsustainable business performance. It provides 5 steps to achieving customer centricity, including defining who you are from the customer's perspective, segmenting your current and target customers, conducting net promoter surveys and market research, and socializing customer feedback to systemize solutions.

2. 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

3. 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

4. Customers are engaged regularly and in a manner appropriate to them
o Age
o Connectivity
o Lifestyle
o Seasonality
o Organisation Structure

5. • Brand advocacy
• Increased business performance
• Market relativity

6. “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 Magazine
2007

7. Mistrust
Business performance sustainability
Market relativity
To be continued

9. Define 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.

10. Define Your Customer
They have varying needs and drivers
They are outside of your business
They have choice
They pay the bills

12. • Segment your current base
• Segment your target customers
• Net Promoter Survey
• Market research

13. 1. Where is the customer in this discussion?
2. What are the impacts on our customers?
3. How will our customers react?

14. “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

15. Use formal or informal focus groups to collect feedback

16. Socialise feedback and systemize solutions