The document discusses the importance of customer centricity for business success. It defines customer centricity as understanding customers through touchpoints and using that knowledge to build a customer-centric organizational culture. This allows serving customers through strategies focused on their needs rather than a company's brands. Examples are given of how companies like Taj Hotels, Singapore Airlines, and HP adopted customer-centric approaches to improve satisfaction and performance. Overall, the document advocates that gathering information about customers enables organizations to take concrete steps to prioritize customers.

1. Customer Centricity
By Akash Amal

2. With out business
Cannot succeed

3. The term customer centric has become synonymous
worldwide with proactive business strategy

4. Customer centricity fits three ways into an
organization
As part of a
knowledge
management system
(understanding the
customer),
As part of the
development of strategic
competence as a learning
organization (building a
customer-centric culture)
And as a foundation for
corporate strategy
development and
execution (serving the
customer)

5. Understanding customers
people don’t want to buy quarter inch drill, the want a
quarter inch hole!

6. Customer Perceived Value
Value= benefits – cost
(B-C)a > (B-C)b
Value a > value b

7. Assessing customer needs and values
• Creating demand landscape
• Touch points

8. Touch points
• Products, services, brands & interests in time and space with
customers occasions to live, play and work as defined as matrix of
goals, activities and priorities that constitute the leading features of
land scape
• Eg :- At car rental company

9. Process of collection & using detailed information abut
individuals at all touch points

10. Building customer centric culture
Market is not something which you do the customers,
Rather how customers influence your organization

11. Incident at The TAJ Mumbai.
• Incident of 2008, gained most customer value, with the life-death
service of Taj employees
• As many as 11 Taj employees, a third of the hotel’s casualties laid
down their lives while helping between 1,200 and 1,500 guests
escape
• Created extreme customer centric culture.
• 18 months training program (6 months more then general training
programs)

12. • Survey
• Trained pilots out of the box
• Extra training with better efficiency and staffing
• 2012, ranked 3rd in customer satisfaction.
Singapore Airlines

13. 4 sets of active customer centric culture
1. Coordination
2. Cooperation
3. Capability
4. Connection

14. Hewlett Packard
• 1999, failed to meet the financial targets,
• Co. introduced new C.E.O
• 2002, merged with compac
• 2004, key components of transition
a) putting customer first
b) voice of customer (web based data)
• March 2013, recognized for its customer value, sharing top postion
with apple.

15. Serving the customers
Developing a customer centric strategy
a) Make brand decisions subservient to decisions about customer
relationship.
b) Build brands around customer segments, not the other way around.
c) Make brands as narrow as possible.
d)Plan brand extension based on customer needs, not on component
similarities.
e)Take heroic measures.

16. Conclusion
• Thoughtful gathered market information can lead organization to take
concrete action against customer centricity
Retro marketing : opposite of customer centric marketing