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Customer Centricity Master.pdf
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.
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- 2. Customer Centricity Master Who is theCustomer 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 thefrequent 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 theydo 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 ourCustomers? 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 Bankingindustry? • 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 structurewhen 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?