Tuesday, November 15, 2011 - 
Tutorial 2
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Tutorial 2
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What is involved in becoming a customer-centric organization?
It is the aspiration of many companies to become customer centric. This is because a customer-centric organization increases customer satisfaction and profit. In a customer-centric organization, solutions replace products as the basic element of the customer value proposition. Thus the company needs to change its fundamental mindset, shifting from selling products to solving problems. Company may design a suite of modular product bundles that, when coupled with an advisory relationship, can deliver cost-effective tailored solutions to solve clients’ specific problems.
Define and communicate the meaning of “Customer centric”
The first step to becoming a customer centric organization is ensuring that everyone within the organization has a common understanding of what the term means. A written definition should be established and communicated to everyone. It is important that everyone understand that products, services and resources should be utilized in line with the organizations overall strategy as well as meeting the needs of customers.
Understand the voice of the customer
This is one of the most important steps in becoming a customer0centric organization. In order to understand the voice of the customer, it involved obtaining the information of the customer, analyze information and respond to the customer. The following can be used to better understand the customer. Firstly, the organization can survey the customer. This is to measure customer satisfaction with their interaction with the organization. Secondly, the organization can actively monitor customer activities and transactions through direct observation. This is to understand how easy it is for customers to do business with the organization and to identify opportunities to better meet customer needs and at the same time identifying barriers to doing business. Lastly, the organization can role-play the customer experience, this is to truly walk in the customer’s shoes.
Adapt different business strategies
The last steps company may needs to adapt different business strategies as the decision to becoming a customer centric organization will drive the structure and content of the entire strategy and plan. Customer centric strategy must fit the organization’s culture and values, being well documented and clearly communicated throughout the whole company.
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