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customer-centricity
The Revolution of Making Business

The Paradigm is shifting Most companies claim to be customer-centric. Unfortunately, in most cases their customers disagree. Companies need to do more than to merely add the term to their lexicon or to define a customer segment with which they want to operate. Customer-centric companies have to undergo deep changes in company culture, management system, and business logic as well as redesign the way they operate with their customers and other stakeholders. Understanding customers is essential for any company that is willing to stand out in the competitive landscape.

Great service, yeah?

Well... Not really, no.

Majority of companies claim to deliver a superior customer experience...

... but very few customers experience getting one.

From selling things to value co-creation Most companies are ridden by the traditional mindset: "we are selling something to someone". The problem is that services and products are of no value for the customers by themselves. We need to dig deeper. Nobody wants to buy a dishwasher, but there's value in saving the time and effort to do the dishes. There is no value in owning a car, but the owner enjoys a freedom of movement, and sometimes there's symbolic value as well. No-one wants to go to a doctor, but that might be the only way to have a peace of mind for one's health. See, everything is of service for the customer, and the value is ultimately created by the end-user. Services and products have no value by themselves. They are mere instruments for customers' value creation.
Seizing the opportunity To be of service, companies need to understand what the users actually desire and what is of value for them. What works today does not necessarily work tomorrow. Customer-centric companies hold the edge in finding novel ways to enable customers' value creation. That is, companies not only invite customers to take part in their processes but they aim at finding a meaningful role in the lives of their customers. The shift in paradigm is big, but it pays off; customer-centric companies have engaged customers who act as ambassadors for the company. With the help of empowered customers, they can meet the changes in their competitive landscape. Ultimately it is up to companies themselves to choose whether they stick to their old habit and sink, react to the change and stay afloat, or take the initiative and surf on the wave of customer-centricity.
about the artices on this site
Tools & Methods While being customer-centric is more about having the right attitude and mindset, there are tools and methods around to help companies in making the change. Stands Articles in Stands-category are wider viewpoints on issues regarding customer-centricity. The provide fuel for thought and guidelines for management to consider. Case-studies Sometimes real-life examples are the best way to get a grasp of the realities that companies come across on their ventures to customer-centricity. Case-studies provide just that.