This document discusses customer centricity and common mistakes companies make. It notes that roughly half the world's population now uses the internet daily. Companies often overpromise and underdeliver, are not customer obsessed, and do not align their goals with customer needs. A case study is presented of an airline that conducted customer surveys, identified key issues like cost and on-time departures, and made changes that addressed customer values and led to increased customer satisfaction and profits. The importance of understanding customer segmentation, values, and providing the best service for priority customers is also discussed.

1. CUSTOMER
CENTRICITY
MASTER
The Case Study

2. Customer
Centricity
Master
Who is the Customer today
and tomorrow?
Roughly half of the world's
population or 3,8 billion
people use the internet every
day, which is a staggering
increase in the last seven
years. Especially if we take into
consideration that by the end
of 2010, the number of internet
users reached 1,9 billion.
40,000 Google searches per
second, 2 400 000 a minute,
144 000 000 an hour, 3 456 000
000 a day!!!

3. Customer
Centricity
Master
What are the frequent
mistakes Company’s make?
What is required for Customer
Centricity?
• Over promise, underdeliver
• Not coping with intelligence and information we are receiving
• Not giving the Value to customers such as Amazon and Alibaba
• Being Competitor obsessed rather than Customer obsessed
• Not aligning Company and Customer centricity
• Not displaying humility and humbleness
• The most important is Customer retention
• How do we impress the existing Customer in order to get new ones
• Reliable suppliers that align to giving the Customer what matters to
them the most
• Questioners and surveys should be done by Customers not the
organization or survey companies
• How many of us rate the Banks as 1 2 3 4 5?

4. What did they do differently?
• Customer survey based on why don’t
you fly?
• Survey analysis:
• Cheap tickets
• Safety
• Leave on time
• Check in queues
• Baggage queues
• Based on analysis:
• To places that are affordable
• New aeroplanes
• Minimal turnaround time
• Electronic check-in
• Baggage queues
• What did they do:
• Customer centre at main airport
• Equal rewarding system
• Constant customer experience
improvement, based on
customers suggestions
• They accepted running at a loss
originally knowing they have met all
customer expectation requirements
and within a short while the losses have
turned into profits

5. Who are our Customers?
Who are our key
Customers?
Segmentation
Customer 1
Customer 2
Customer 3
Create best service and
support for Customer 1 the
rest will follow
Segmentation must be
based on value add not
money
Values = affordability,
flexibility and efficiency
WHAT DOES THE FUTURE HOLD?

6. Change in Banking industry?
• Money, Investment and trust (Brand)
• Who holds the trust for future consumers?
• Create a Customer journey with the Customer (add value)
• Ask yourself a question “Are we doing what the Customer values the
most”
• “Net Promoter or Net Promoter Score (NPS) is a management tool that
can be used to gauge the loyalty of a firm's customer relationships. It
serves as an alternative to traditional customer satisfaction research
and claims to be correlated with revenue growth.” – Wikipedia. The
question is do we know what to do with Voice of Customer response
• Focus obsessively on what we are not doing well – all of our
responsibility
• Two most important components of this to succeed is process and
tools
• Two most important actions unblock intelligence + decision making
• Learn how to deal with Customers pain (empathy)
Customer
Centricity
Master

7. • Organizations structure when you order CHANGE is the biggest nightmare
in making change happen
• Can you resist change? YES
• Can you resist forever? NO
• Slowdown to speed up YES
• Change has to allow challenging every area in the organisation
• World of process
• World of matrix
• World of initiative
• Fighting between departments client - client facing – back office – give
me support (all internal issues)
• Clear decision making accountability
• Greater real collaboration (avoid finger pointing and fighting in meetings)
• Everyone wants to be responsible no one wants to be accountable
• Decision has to be quicker and clearer for all to understand and follow as
we all have 1 Customer
• There is NO Fighting between departments client - client facing – back
office – give me support (all internal issues)
• We are all responsible for service delivery every one of us
• Change yourself to create a circle of influence (affecting 5 to 6 people
around you)
Can you mandate change?
Accountability and decision
making?