The document discusses the importance of customer centricity in driving business performance and employee engagement. It highlights the risks of failing to prioritize customer needs and the benefits of fostering a strong customer culture, supported by research findings. Various strategies for aligning organizations with customer expectations are detailed, along with the potential consequences of neglecting customer focus.

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2. Questions or thought bubbles???
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3. Our agenda 3
Agenda
 Walk a mile in your customer’s shoes
 How do you score on Customer Index
 Business case for customer excellence
 Employee engagement matters
 Strategic alignment counts

4. Why is customer centricity so important 4
Social Media
Expectations
Disruption
Commoditization

5. Customer and employee loyalty 5
“If you only do what your competition is
doing … you’ll never win the race”
~Jack Welch
“An engaged and agile workforce beats
a great strategy every time!”
Sam Walton

6. A true story
 Start up company with two owners
 Started a small boutique coffee shop in one location
 Brought initial team of twelve people together
 Developed customer centric vision and values
 Aligned entire organization to customer vision
 Experienced huge US and international growth
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7. Think about your best customer experience
1. What did the person do?
2. How did you feel?
3. On a scale from 1 – 5 (5 being high) how likely are you to
purchase again
Think about your worse customer experience
1. What did the person do?
2. How did you feel?
3. On a scale from 1 – 5 (5 being high) how likely are you to
purchase again
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8. The facts are in … 8
• Only 1 out of 26 unhappy customers complain…
The true enemy is indifference
• 91% of unhappy customers who are non-
complainers simply leave
• It is 6-7 times more expensive for companies to
attract new customers than to keep existing
customers
• Happy customers refer others, re-buy, buy new
products and forgive more!

9. The opportunity 9
of companies claim to be customer focused…
…yet only 10% of customers agree
Source: Forrester Research 2012

10. Why a customer
centric culture
matters
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11. Customer
centric or
company
centric
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12. Customer
centric
companies
outperform
others
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13. How do you see your business?
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Factors Descriptions Your Rating (1-10)
Customer Insight The extent to which employees monitor, understand, and act on current customer needs and
satisfaction
Customer Foresight The extent to which employees monitor, understand, and act on potential customer needs
and opportunities
Competitor Insight The extent to which employees monitor, understand, and respond to current competitor
strengths and weaknesses
Competitor Foresight The extent to which employees monitor, understand, and respond to new market entrants
and potential competitors
Peripheral Vision The extent to which employees monitor understand and respond to trends in the larger
environment (Political, Economic, Social, and Technical)
Empowerment The extent to which employees are able to make decisions that are best for the customer
without explicit approval of senior leaders
Cross-Functional
Collaboration
The extent to which employees interact, share information, work with, and assist colleagues
from other work groups
Strategic Alignment The extent to which employees understand, and enact the vision, mission, objectives and
strategic direction of the company

14. Your score
14Score Risks Scenarios Consequences
0 - 30 “The Nokia Effect”
Open to risk of rapid collapse of
customer base and business
performance – Guard against
pre-occupation with “self”.
Fast changing competitive
environment requiring agility and
“proadaptive” customer culture
“Monopoly” facing industry/market
deregulation
Corporate financial collapse
leading to low performance
leading to merger or closure
Loss of customers, high
employee turnover and low
$$$
31- 50 “The Uber Effect”
High risk of business disruption
and loss of customer base –
Guard against the legacy effect –
we have always done it this way
Legacy company or industry with
disenfranchised and unhappy
customers
High customer churn
High employee turnover
Major loss of customers and
market share resulting in
substantial reductions in
profitability and growth.
51 – 70 “The Naked Wine Effect”
Moderate risk of loss of business
from market shifts – Guard
against complacency
Established market leader companies
that are losing niche customers that
have specialized needs
Slow erosion of current
business and loss of future
market opportunities
resulting in stagnant business
performance
71-80 “The Amazon Effect”
Low business risk due to a strong
culture of customer driven
innovation – Guard against
arrogance.
Proactive market strategies based on
continual reinforcement of customer-
centric culture.
Low employee turnover and high
customer loyalty
Sustainable competitive
advantage, growth and
profitability

15. Customer centricity vision
"I would define Amazon by
our big ideas, which are
customer centricity, putting
the customer at the center of
everything we do.”
Jeff Bezos,
Founder and CEO, Amazon
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16. Clif Bars customer centricity behaviors 16
https://youtu.be/r3S0wu4Zbfk

17. The evidence 17
We reviewed more than 100 research
studies across 10,000 companies
over the past 25 years. These
studies prove that a strong customer
culture drives business performance
Positive correlation between
customer culture and over 35
performance measures, including ROI,
growth, customer retention, market share
and sales

18. The 8 disciplines of a customer culture
THE MARKET RESPONSIVENESS INDEX
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These are the 8 behaviors
that drive customer
experience, customer
acquisition, employee
engagement and
revenue growth

19. Links to business performance outcomes 19

20. Example of low
and high
performing
companies
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21. Do you have customer rock stars on your team?
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22. Do your customers have a seat at the table?
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23. Five ways align your company to the customer 23
Create a “living” customer centric vision (use to make decisions)
Align the entire organization to the Voice of the Customer
Hire, motivate and retain the best customer advocates
Hold people accountable and reward the right behaviors
Measure and track customer loyaly and employee engagement

24. Roadmap to customer success 24
Discover Engage Ignite Stick Fortify

25. Alignment
from the
boardroom to
the frontline
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26. Your
customer
culture
impacts
everything
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27. Executive Next
Practices Institute
(ENP Forums) at the
COVE
Connecting Middle to Large Market Enterprise
Leaders with insights, opportunities and
connections to emerging businesses at UCI
Applied Innovation

28. Jan 19 Converting
Economic Forecast to
Strategic Execution

29. Pattie Grimm, Senior
Customer Experience
Advisor
Pattiegrimm@live.co
m (425) 289 6619 or
888.857.9722
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