The document discusses the myth of customer centricity and how organizations can improve their customer experience. It notes that while 75% of organizations claim to have customer centricity in their mission or strategy, complaints still exist. It defines customer experience as the sum of all customer experiences and interactions with an organization. And it outlines five key elements to improving customer experience: 1) gaining customer insights, 2) developing a customer strategy, 3) innovating customer propositions, 4) mapping customer journeys, and 5) innovating digital touch points across channels.

1. The myth of customer centricity
Customer insights
Customer strategy
Proposition & innovation
Customer journey
Digital touch points

2. 2
75% of the organisations has
customer centricity in its
mission or strategy

3. 3
COMPLAINTS
SERVICE
WEBSITE
WEBSHOP
PRODUCT X REGION A
TEAM B
COMPANY

4. [Customer experience =
 Sum of experiences by
customers
 Consistent, valuable,
differentiated experiences
 Approach to improve
customer satisfaction,
service, loyalty ]

5. 5
2.
Customer
strategy
3.
Innovating
proposition
4.
Customer
journeys
5. Touch
points
innovation
1.
Customer
insights Customer
Experience
Source: Customer experience in de praktijk

6. Copyright © 2014 Capgemini Consulting. All rights reserved.
Website / web shop
All touch points seen from the viewpoint of your customers
Shops
Account
management
Social media
*Including phone, email,
chat, social media
Customers
using
multiple
channels &
touch points
Customer Journey A: ‘Product comparison’
Touch point
Contact centre*
x
x
x
x
x
x
x x
x
x
Channel switch Illustrative onlyWow moment

7. manfred.van.gurchom@capgemini.com
The myth of customer centricity
Customer insights
Customer strategy
Proposition & innovation
Customer journey
Digital touch points