CCC's mission is to help business across the globe define what customer centricity means to them, and implement data-driven strategies to reach it...

1. Marketsoft
Customer
Centricity
A Manifesto...
www.marketsoft.com.au

2. THE MISSION
CCC'smissionistohelpbusinessacrosstheglobe
definewhatcustomercentricitymeanstothem,
andimplementdata-drivenstrategiestoreachit.
Wedothisthroughacombinationofthought-
leadership, community-basedcollaboration, and
doingcoolsh#twithdata. Weengagewithsome
ofthebrightestmindsintheindustrytodevelop
andevolvethinkingwhichunlikesometheory,
appliesdirectlyintothereal-world.
Joel Nicholson, Managing Director
Marketsoft
www.marketsoft.com.au

3. The Manifesto
7 specific values critical to
customer centric success
Priorities set in collaboration
with the CCC community
An evolving framework
which drives these values
CCC = Customer Centricity Collective www.marketsoft.com.au

4. (or quality over quantity)
...it’s about knowing who your best customers are
and building your business around them; it’s not
about trying to be great to everyone
BEST CUSTOMER FOCUS
Over Widespread Mediocrity
#1
www.marketsoft.com.au

5. Data-Driven Decisions
Over Status Quo
…it’s about utilising an organisation’s data
assets to make deep and conscious decisions;
not about repeating process, opinions, or
doing things based on hierarchy
#2
w w w . m a r k e t s o f t . c o m . a u

6. AGILE ADAPTIVITY
OVER CONTROLLED PROCESS
...control has long been the end-
game for business, however this is
trumped by the ability to listen and
respond to customer needs; that is,
enduring short-term pain for the
benefit of the customer, and in the
long-term for the organisation
#3
www.marketsoft.com.au

7. Surprises
Over Compliance
#4
...customers expect things to be done
right, the challenge for organisations
lies in the ability to create "wow"
moments whilst doing so
www.marketsoft.com.au

8. Relationships
Over Transactions
...CUSTOMER CENTRICITY IS BUILT
AROUND A BELIEF THAT WHEN YOUR
BEST CUSTOMERS ARE TREATED
ACCORDINGLY, PROFIT IS THE INEVITABLE
RESULT; NOT THE OTHER WAY ROUND
#5
WWW.MARKETSOFT.COM.AU

9. CUSTOMER LOYALTY
OVER BUSINESS METRICS
...the ability to understand and measure customer loyalty
(or customer lifetime value) wins hands down over
inward facing business metrics and ultimately, reflects
an organisation's commitment to customer centricity
#6
www.marketsoft.com.au

10. #7
CUSTOMER UNDERSTANDING
OVER PRODUCT
DEVELOPMENT
...understanding a customer's needs and placing a
priority on meeting them, over developing products
designed to suit a lowest common denominator
www.marketsoft.com.au