This document discusses the importance of customer-centricity for businesses. It defines customer-centricity as strategically designing operations around customer needs and preferences. The document outlines principles of customer-centricity like continuous feedback and data-driven insights. It also discusses methods for evaluating and improving customer-centric initiatives, challenges in implementing customer-centricity, and best practices like leadership commitment and cross-functional collaboration. The overall message is that adopting a customer-centric approach enhances customer satisfaction and loyalty, driving business success.

1. CUSTOMER-CENTRICITY
Where Customers Shape Our Tomorrow
© Operational Excellence Consulting. All rights reserved.

2. © Operational Excellence Consulting
LEARNING OBJECTIVES
2
Understand the
fundamental principles
and importance of
customer-centricity.
Apply various methods
and tools to implement
customer-centric
strategies.
Adopt customer-centric
mindsets to drive
business success.
Evaluate and improve
customer-centric
initiatives in your
organization.
NOTE: This is a PARTIAL PREVIEW.
To download the complete presentation, please
visit: https://www.oeconsulting.com.sg

3. © Operational Excellence Consulting
CONTENTS
3
INTRODUCTION &
KEY CONCEPTS OF
CUSTOMER-
CENTRICITY
01
MINDSETS OF
CUSTOMER-
CENTRICITY
02
DESIGN THINKING
FOR CUSTOMER-
CENTRICITY
04
EVAUATING &
IMPROVING
CUSTOMER-
CENTRICITY
INITIATIVES
05
METHODS &
TOOLS FOR
CUSTOMER-
CENTRICITY
03

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WHAT BROUGHT US HERE TODAY: ISSUES AND CHALLENGES
4
THE ORGANIZATION
§ Internal silos
§ Lack of cultural alignment
§ Resistance to change
§ Insufficient employee training
§ Inconsistent customer insights
THE EXTERNAL ENVIRONMENT
§ Evolving customer expectations
§ Market disruption
§ Data privacy and regulations
§ Digital transformation
§ Globalization

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IGNORING THE TIDE OF CUSTOMER-CENTRICITY: RISKING YOUR
BUSINESS TO THE IMPENDING TSUNAMI
5
CUSTOMER-
CENTRICITY
TSUNAMI
Traditional
business

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LEADERSHIP ALIGNMENT: FUELING CUSTOMER-CENTRICITY FOR
SUCCESS OR IGNITING THE CONSEQUENCES OF INACTION
6
If leadership does not take action to embrace customer-
centricity, the organization faces the imminent risk of
losing its competitive edge, eroding customer loyalty,
hindering innovation, and ultimately stagnating in a
rapidly evolving business landscape.

7. © Operational Excellence Consulting
SOME STATISTICS ABOUT CUSTOMER-CENTRICITY
7
Source: Various
Of buyers are willing to pay more
for a great customer experience
(PwC)
Of buying experiences are based
on how the customer feels they
are being treated (McKinsey)
Of consumers have spent more
due to good customer service
(Zendesk)
Of customers are more likely to
make a purchase when brands
offer personalized experiences
(Epsilon)
Of companies view customer
experience delivered by contact
centers as a competitive
differentiator (Deloitte)
Of customers say that valuing
their time is the most important
thing a company can do to provide
them with good service (Forrester)
86% 70% 74%
80% 62% 73%

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IMPORTANCE OF CUSTOMER-CENTRICITY IN TODAY’S COMPETITIVE
BUSINESS LANDSCAPE
8
Differentiation in a
Crowded Market
Repeat Business and
Increased Revenue
Positive Brand
Perception
Enhanced Customer
Satisfaction
Refined Product and
Service Development
Long-Term Customer
Loyalty
Reduced Customer
Churn
Agility in a Dynamic
Market
Sustainable Growth

9. © Operational Excellence Consulting
WHAT IS CUSTOMER-CENTRICITY?
9
Customer Service?
Customer Experience (CX)?
Personalization?
Customer-centered Culture?
Customer Advocacy?
Data-Driven Decisions?
Empathy?
Market-Centric?
Customer Satisfaction?
User-Centered Design?
?
?

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DEFINITION OF CUSTOMER-CENTRICITY
10
Customer-centricity is a strategic approach
where a business designs its operations,
processes, and offerings around the needs
and preferences of its customers.

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BENEFITS OF CUSTOMER-CENTRICITY
11
Reduced Customer
Churn
Improved Customer
Loyalty
Positive Brand
Reputation
Enhanced Customer
Satisfaction
Increased Customer
Lifetime Value (CLV)
Innovation &
Adaptability
Higher Financial
Performance
Competitive
Differentiation

12. © Operational Excellence Consulting
COMPANIES THAT ARE RECOGNIZED FOR THEIR STRONG
COMMITMENT TO CUSTOMER-CENTRICITY
12
The Ritz-Carlton
luxury hotel chain is
committed to
delivering exceptional
guest experiences
through attentive
service, anticipating
guest needs, and
personalization.
Renowned for its
customer obsession,
Amazon has set a high
standard for seamless
online shopping
experiences,
personalized
recommendations, and
efficient customer
service.
Apple’s user-centered
design philosophy
prioritizes intuitive
products and
exceptional customer
experiences, fostering
brand loyalty and
advocacy.
By offering tailored
content
recommendations,
intuitive user
interfaces, and
responsive customer
support, Netflix
exemplifies a
customer-centric
approach in the
entertainment industry.
This online retailer is
famous for its
extraordinary
customer service,
going above and
beyond to exceed
customer expectations
and create strong
emotional
connections.

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THE EIGHT PRINCIPLES OF CUSTOMER-CENTRICITY
13
Continuous Feedback
Personalization Empathy
Customer Obsession
Continuous
Improvement
Data-Driven Insights Employee
Engagement
Cross-Functional
Collaboration

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“
We must design for the
way people behave, not
for how we would wish
them to behave.”
DON NORMAN
14

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THE MINDSET OF A TRADITIONAL THINKER
15
“Sales matter, not
building
relationships.”
“Our products speak for
themselves; customization
isn’t necessary.”
“Why change? My
old ways have
always worked.”
“Our processes
come first; customer
preferences can
wait.”

16. © Operational Excellence Consulting
INFUSING A CUSTOMER-CENTRIC MINDSET INTO ORGANIZATIONAL
CULTURE
16
Work Systems
& Processes
Behavior
Attitude
Culture
The way we act
The way we think
Customer-centric practices

17. © Operational Excellence Consulting
THE EIGHT MINDSETS FOR CUSTOMER-CENTRICITY
17
Adaptive Agility
Customer Advocacy Continuous Curiosity
Empathy
Long-Term
Relationship Building
Collaborative
Approach
Data-driven Thinking
Ownership of
Experience

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METHODS AND TOOLS FOR CUSTOMER-CENTRICITY
18
Surveys and
Questionnaires
Data Analytics for
Customer Insights
Interviews and
Focus Groups
Social Media
Listening and
Sentiment Analysis
Customer Profiling
and Segmentation
Journey Mapping Ethnographic
Studies
Net Promoter Score
(NPS)
Customer Feedback
Management Systems
Usability Testing

19. © Operational Excellence Consulting
● Design thinking is a problem-solving approach that
emphasizes empathy, collaboration, and user-centered
solutions
● Integrating design thinking with customer-centricity aligns
strategies with real customer needs
● Learn how this dynamic approach fosters innovation and
customer-focused solutions
UNLEASH INNOVATION THROUGH DESIGN THINKING FOR CUSTOMER-
CENTRICITY
19

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THE FRAMEWORK OF DESIGN THINKING
Empathize
with your users
Define your
users’ needs,
their problem,
and your
insights
Ideate by
challenging
assumptions
and creating
ideas for
innovative
solutions
Prototype to
start creating
solutions
Test solutions
Empathize
Define
Ideate
Prototype
Test
Source: Adapted from Stanford d.school

21. © Operational Excellence Consulting
BREAKING DOWN SILOS: DESIGN THINKING’S PATHWAY TO
CUSTOMER-CENTRIC EXCELLENCE
21
Line Product group
Region
I need help
with this CX
project!
Sorry, we
have other
goals…
Sorry, that’s
not my
field…
I would like
to help
but…
Source: Adapted from Lewrick et al.

22. © Operational Excellence Consulting
UNLOCKING CUSTOMER-CENTRIC VALUE STREAMS: DELIVERING
MAXIMUM VALUE FROM END TO END
22
Together, the vertical and horizontal arrows exemplify a holistic approach to
customer-centricity, creating a unified and powerful strategy that places
customers at the heart of the organization’s goals and operations.
The horizontal
arrows symbolize
the flow of value
from one stage of
the customer
journey to another.
The vertical arrows represent a clear and direct
reporting structure that connects every aspect of
the organization to the CEO.
CUSTOMERS

23. © Operational Excellence Consulting
INTRODUCTION TO EVALUATING AND IMPROVING CUSTOMER-
CENTRICITY
23
Effective evaluation
ensures alignment with
customer needs.
Continuous
improvement sustains
customer-centric
culture.
Adaptability to
changing customer
preferences enhances
competitiveness.
Regular assessment
prevents stagnation
and drives innovation.
Enhancing Customer-Centricity:
Approaches for Evaluation and Improvement

24. © Operational Excellence Consulting
CUSTOMER LIFETIME VALUE (CLV)
24
Evaluate the potential
value of long-term
relationships.
Allocate resources
effectively based on
CLV.
Identify factors that
contribute to high CLV
customers.
Focus on strategies to
increase CLV through
retention and loyalty.
Long-Term Value: Assessing Customer Lifetime Value

25. © Operational Excellence Consulting 25
COMMON CHALLENGES IN IMPLEMENTING CUSTOMER-CENTRICITY
Resistance to
Change
Employees may resist
shifting from traditional
practices to customer-
centric approaches.
Silos and Lack of
Collaboration
Departments operating
independently hinder
seamless customer
experiences.
Short-term
Focus
Overemphasis on
immediate profits can
overshadow long-term
customer relationships.
Lack of Employee
Engagement
Disengaged employees
may not prioritize
delivering exceptional
customer experiences.
Inadequate
Leadership Support
Without leadership buy-
in, efforts to foster a
customer-centric culture
may stall.

26. © Operational Excellence Consulting
BEST PRACTICES FOR IMPLEMENTING CUSTOMER-CENTRICITY
26
Customer
Understanding
Deeply understand
customer behaviors and
needs through
research.
Leadership
Commitment
Secure leadership
support for customer-
centric initiatives.
Cross-Functional
Collaboration
Foster collaboration
between departments
for seamless
experiences.
Employee
Empowerment
Train and empower
employees to make
customer-focused
decisions.
Customer Journey
Mapping
Identify touchpoints,
pain points, and
opportunities for
improvement.
Data-Driven Insights
Utilize data analytics to
gain actionable insights
into customer
behaviors.
Continuous
Improvement
Embrace a culture of
constant enhancement
based on customer
insights.
Personalization
Tailor experiences to
individual customer
preferences.

27. © Operational Excellence Consulting
“
Your most unhappy
customers are your greatest
source of learning.”
27
BILL GATES

28. © Operational Excellence Consulting
Operational Excellence Consulting is a management
training and consulting firm that assists organizations
in improving business performance and effectiveness.
Based in Singapore, the firm’s mission is to create
business value for organizations through innovative
design and operational excellence management
training and consulting solutions. For more
information, please visit www.oeconsulting.com.sg
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