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Customer centricity: still in its infancy?
The document evaluates the current state of customer centricity across various service industries, revealing that many organizations are still in the early stages of adopting customer-focused practices. Through qualitative research and online surveys, it highlights a significant number of companies that recognize the need for improvement in their customer-centric approaches. The findings suggest that while progress is being made, there remains a considerable opportunity for businesses to enhance their customer experience and integrate customer centricity into their cultures.
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Customer centricity: still in its infancy?
- 1. Customer centricity: still in its infancy? by Ramon Pardo, Managing Director InSites Consulting the Netherlands New York I Timisoara I London I Rotterdam I Ghent www.insites-consulting.com
- 2. Customer Centricity Status researchin Service Industries The main research objective? Validating a Customer Centric framework across industries and thus understanding the progress organisations from different Service Industries have made in becoming more Customer Centric. What did we do? • Qualitative in-depth online interviews with business people from each of the industries • Online questionnaire via Social Media & SAS database Download the full SAS whitepaper for more information (Dutch version – English will be available from February 18, 2013).
- 3. “If your eyesare facing your boss, your back is facing your customer”
- 16. ………………………………………….………..……………..………………………………………… And you? Are you customer centric? ………………………………………….………..……………..…………………………………………
- 17. About 10% states: Weare NOT customer centric at all! 17
- 18. About 10% states: Weare VERY customer centric! 18
- 19. The thruth is: you are stuck in the middle. Lot’s of opportunities to become more customer centric. 19
- 20. Customer centricity isfar from mature 50% 40% 43% Number of companies 30% 28% 20% 15% 10% 4% 10% 0% SELF-CENTRIC AMBITIOUS LEARNING EXPERIENCED MATURE 0-2 (score: 0-2) 3-4 (score: 3-4) 5-6 (score: 5-6) 7-8 (score: 7-8) 9-10 (score: 9-10) Level of Maturity 20
- 21. Guiding customers through the customer relation. Towards a great experience Knowing and managing in all touchpoints. the current & future value of customers. 21
- 22. Let’s look atsome facts & figures 22
- 23. Putting the CUSTOMER customer CENTRICITY central 23
- 24. HAS A GOODIDEA WHAT „CUSTOMER CENTRICITY‟ STANDS FOR. 88 % GOAL: IMPROVING SERVICE “A well-organized front-end “Give the client value-for- and quick service” money” 24
- 25. Customer centricity isfocused on existing customer base. Q: What are the 5 main benefits of becoming a truly customer-centric company? Increase loyalty among existing customers 31% 50% Increase satisfaction among existing customers 24% 40% Optimize product / service offer 8% 56% Reaching out to new customers 6% 47% Seeking active interaction with customers 10% 43% Communicate more effectively 4% 42% Increase revenue 8% 35% Sell more products / services Optimize value-for-money of your marketing 4% 21% investments 1% 22% Seeking active interaction with key influential (e.g. a lot of influence via social media) 4% 15% Coping with competitors who are becoming customer centric 19% Optimize pricing 8% Other Strongest benefit Strong benefit (2 - 5) Weak benefit 25
- 26. Are we ‘somehow’customer centric? 26
- 27. ………………………………………….………..……………..………………………………………… Marketingis too important to leave it to the marketers ………………………………………….………..……………..…………………………………………
- 28. ………………………………………….………..……………..………………………………………… However, there is a positive feeling ………………………………………….………..……………..…………………………………………
- 29. ………………………………………….………..……………..………………………………………… 66% “We are making progress” ………………………………………….………..……………..…………………………………………
- 30. ………………………………………….………..……………..………………………………………… 4/10 “We are better than the market” ………………………………………….………..……………..…………………………………………
- 31. Putting the CUSTOMER customer CENTRICITY central 31
- 32. “The customer asstarting point of everything” “The customer Only LINKS THIS TO MARKETING / central” 10% SALES ONLY Putting the CUSTOMER CENTRICITY customer central BY LISTENING! ≥ observing “Acting customer-focused. “Use own data to listen” Listening to the customer, for example via market research” NEED FOR KNOWLEDGE • Inzichten • Interactie • Improvement 32
- 33. 90% 44% 88% 69% 76% 46% 33
- 34.
- 35. About 1/3 companiesinvests in personalization of products, communication, prices… to optimize the experience. 35
- 36.
- 37. Less than 25%has good knowledge about potential customer value 37
- 38.
- 39. ………………………………………….………..……………..………………………………………… “if you‟re notthinking in segments, you are not thinking at all‟ ………………………………………….………..……………..…………………………………………
- 40. ………………………………………….………..……………..………………………………………… 54% is not really thinking in segments… ………………………………………….………..……………..…………………………………………
- 41.
- 42. Very limited focuson maximizing customer loyalty. 42
- 43. Customer centricity isfar from mature CUSTOMER CENTRICITY 50% CUSTOMER EXPERIENCE CUSTOMER LIFECYCLE CUSTOMER VALUE 40% Number of companies 30% 28% 20% 10% 0% SELF-CENTRIC AMBITIOUS LEARNING EXPERIENCED MATURE 0-2 (score: 0-2) 3-4 (score: 3-4) 5-6 (score: 5-6) 7-8 (score: 7-8) 9-10 (score: 9-10) Level of Maturity Limited to non-existent Limited access to Learning in applying Extensive experience in Customer Centricity knowledge and absolutely knowledge and tools and customer centric using customer centric philosophy is fully no ambition to become ambitious while having knowledge and using tools and knowledge in a integrated in the whole customer centric few experience tools, though experience wide range of company limited to certain departments departments. 43
- 44. The thruth is: you are stuck in the middle. Lot’s of opportunities to become more customer centric. 44
- 45. ………………………………………….………..……………..………………………………………… How to get there: What are your priorities? ………………………………………….………..……………..…………………………………………
- 46. importance Company culture Research (QL & QT) Analytical CRM Customer intelligence solutions Social media analysis Applying contact strategy Multichannel solutions Integration of offline channels Hiring employees & Using business analytics consultants for customer centricity projects. Current performance 46
- 47. …………………………………………..… Customer Centricity The science ofmanaging expectations. …………………………………………..…
- 48. Real time collectionof customer behavior data is seen as really important. 38% thinks collecting real time data is really important 4% is collecting all real time data sources in real time 39% to some extend 48
- 49. Real-time Real-time difficult data collection data action 49
- 50.
- 51. ………………………………………….………..……………..………………………………………… How to get there? ………………………………………….………..……………..…………………………………………
- 52. Customer centricity isfar from mature Companies are learning are predominantly in a learning stage Q: To what extent is your company involved in the following aspects related to the customer lifecycle? Q: To what extent is your company involved in the following aspects related to the customer experience? CUSTOMER CENTRICITY: mean = 5.0 Q: To what extent is your company involved in the following aspects related to the customer value? N (Total) = 72 50% Filter = None 40% 43% Number of companies 30% 28% 20% 15% Become more customer centric… 10% 4% 10% 0% SELF-CENTRIC AMBITIOUS LEARNING EXPERIENCED MATURE 0-2 (score: 0-2) 3-4 (score: 3-4) 5-6 (score: 5-6) 7-8 (score: 7-8) 9-10 (score: 9-10) Level of Maturity Limited to non-existent Limited access to Learning in applying Extensive experience in Customer Centricity knowledge and absolutely knowledge and tools and customer centric using customer centric philosophy is fully no ambition to become ambitious while having knowledge and using tools and knowledge in a integrated in the whole customer centric few experience tools, though experience wide range of company limited to certain departments departments. 52
- 53. ………………………………………….………..……………..………………………………………… A true customercentric Company Culture ………………………………………….………..……………..…………………………………………
- 54. ………………………………………….………..……………..………………………………………… A true customercentric Company Culture ………………………………………….………..……………..………………………………………… Push the culture to the next level
- 55. ………………………………………….………..……………..………………………………………… Create a fantastic Customer Experience ………………………………………….………..……………..………………………………………… Avoid Service schizophrenia
- 56. Start every meeting with astory about a customer.
- 57. Create a listeningculture by sharing customer stories.
- 58. ………………………………………….………..……………..………………………………………… A true customercentric Company Culture ………………………………………….………..……………..………………………………………… Push the culture to the next level Capture the customer data
- 59.
- 60. “Data is thenew oil” 60
- 61. ………………………………………….………..……………..………………………………………… A true customercentric Company Culture ………………………………………….………..……………..………………………………………… Push the culture to the next level Capture the customer data Create real time applications
- 62.
- 63. ………………………………………….………..……………..………………………………………… And remember… ………………………………………….………..……………..…………………………………………
- 64. ………………………………………….………..……………..………………………………………… When your eyesare facing your boss, your back is facing the customer. ………………………………………….………..……………..…………………………………………
- 65. Customer Centricity Status researchin Service Industries The main research objective? Validating a Customer Centric framework across industries and thus understanding the progress organisations from different Service Industries have made in becoming more Customer Centric. What did we do? • Qualitative in-depth online interviews with business people from each of the industries • Online questionnaire via Social Media & SAS database Download the full SAS whitepaper for more information (Dutch version – English will be available from February 18, 2013).
- 66. Thank you! Ramon Pardo,Managing Director InSites Consulting NL @pardochi http://nl.linkedin.com/in/ramonatinsites +31 10 742 10 31 Ramon.pardo@insites-consulting.com New York I Timisoara I London I Rotterdam I Ghent www.insites-consulting.com
- 67. ………………………………………….………..……………..………………………………………… Thank you! ………………………………………….………..……………..…………………………………………