This document discusses becoming a more customer-centric organization. It begins with introductions and an overview of key topics to be covered, including setting the scene on customer centricity, living in a volatile world that requires agility, and first steps to take. The discussion emphasizes that customer centricity requires a mission and mindset focused on the customer lifecycle, value, and experience. Organizations that adopt a customer-centric approach see competitive advantages like increased loyalty and lifetime customer value. The first practical actions include gaining customer insights through voice of the customer programs and customer journey mapping.

1. #bluecruxtalks in February
Towards a consistent customer experience

2. Nice to meet you!
Innes Vanderniepen
Customer Experience Project Lead
Pieter Van den Meutter
Head of Customer

3. Why transform your
organization to a customer
centric mindset and get
yourself in the best shape to
outperform customer
expectations?
How to organize in order to
adapt to ever-changing
customer needs and
expectations?
What practical first steps
should be taken in your
journey towards a consistent
customer experience?
So, what WILL we learn?

4. 4
Today we talk about…
1
2
3
Setting the scene: Customer Centricity
We live in a VUCA world… so being agile is key
Getting started…!

5. 1 Setting the scene:
Customer Centricity

6. 6
Back in time: #bluecruxtalks with CS professionals
4 key aspects of your customer centric journey
Two sides of the story
> Inside-out vs outside-in
Value First
> Value segmentation
Listen, learn & understand
> Grow towards a continuous VoC
Processes driving value creation
> Value based differentiation
#bctalks
JUN 2020

7. We are embracing people diversity every day!
It’s time to embrace customer diversity as well!

8. 8
Customer Centricity is not a concept but a mission
… and a mindset that focusses on 3 key aspects
Customer
Lifecycle
Customer
Value
Customer
Experience
Customer Centricity
Customer Centricity is a MISSION, turned into ACTION
• that is measurable (KPI’s)
• and requires accountability (ownership)
• to reach well defined goals (targets)
Customer centricity requires careful planning,
organisation, education, measurements and follow-up
on top of creating a customer focused mindset

9. 9
CC organizations have a competitive advantage
Provide positive experiences at all possible
touchpoints
Build long-term satisfying relationships
Proven by measuring key parameters in sales & service
• Customer loyalty, leading to more customer
advocacy and promotion
• Lifetime Customer Value (repeat business,
upselling, cross-selling)
• Employee satisfaction
• Retention rates
• Cost To Serve
• Acquisition cost
As a business strategy, Customer
Centricity aims to put the customer first
and at the core in order to

10. 2 We live in a VUCA world…

11. 11
VUCA - The only constant today is inevitable change

12. AGILITY
IS KEY

13. 13
Transforming to an agile Customer Centric organisation
Redesigning the organisation
Organizing in multi-disciplinary
teams rather than in traditional
functional silo’s
Effecting a cultural shift
Empowered teams require
enabling leadership and
accountable team members
Changing the OM
Transforming an Operating Model
while maintaining daily business
requires an effort beyond
Designing a new HR model
With a new way of working,
comes the need for updated HR
models, processes, function
descriptions etc.
While worth the effort, comes with a significant set of challenges

14. 3 Getting started…!

15. 15
Gaining customer insight is always the first step
Bottom-up approach/phase
• Mostly iniated by front line employees
• Project based or departmental approach
• Lean start
• Small amount of stakeholders
• Limited impact company-wide
• Proof of Concept
Top-down approach/phase
• Top management buy-in is key
• Company-wide transformation
• Big challenges, high workload
• Large amount of stakeholders
• Large impact on company
For both approaches, the first practical actions to be taken are geared towards gaining
insight in the customer and his experiences, e.g. through VoC programs, customer personae
and journey analysis, customer centric design etc.

16. 16
The Customer Journey as the basis of all CC work
Think through the customer journey like a retailer connects the offline and online world
Identifying personae in the chain: Know who your customers are,
what do they have in common? But even more important how are
they different from one another?
Customer Journey mapping: Follow the journey of the customer to
define where value can be highlighted or where value creation
opportunities are missed.
Valorisation of touchpoints: Defining all touch points and identify
where the opportunities for value creation are and link them to
customer service processes.
Make it visible, act proactive & be transparent: focus on relevant
information sharing to maximize value for the customer. Enable access
to this information and allow people to react swiftly and
independently when necessary.
TRUST

17. 17
How can you grow VoC Maturity?
Familiarize.
VoC in project mode to
generate input & insights
Activate.
VoC as recurring process
to ensure ability to assess
impact of initiatives
Master.
Continuously capture and
monitor VoC, enabling full
360° view at all times
A phased journey, with end goal in mind

18. 18
CC Design is the first step towards CC solutioning
Companies start out energized, but sometimes lose focus along the way
Customer
Centric
Solutioning
CC Design
Incorporate full spectrum of
customer/user requirements
CC Development
Keep the focus on creating a
positive experience for the user
CC Testing
Test products/solutions based on
customer personae & journeys
Customer Adoption
Include product adoption,
user onboarding, training &
continuous improvement

19. So, what DID we learn?
Customer Centricity is not
just a culture, it is a
mission that requires
ACTION.
Customer centric
companies outperforms
their industry peers.
We live in a volatile,
uncertain, complex and
ambiguous world. Be
agile, expect change and
organise for it!
Both a cautious bottom-
up or a full throttle top-
down approach can get
you there, but gaining
customer insight is always
the first step.

20. Thank you!
Innes Vanderniepen
Customer Experience Project Lead
Pieter Van den Meutter
Head of Customer
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